Keywords are the commonly used words used to describe your product or services.
Let’s say you need to know about project management consultants in Vancouver. You type Project Management Consultant, Vancouver into the search field. These are your keywords. Keywords don’t need to be industry jargon, in fact the most effective ones usually aren’t.
Inserting keywords into the meta-data, non-visible information provided to the search engine, code part of your website used to be the best way to get your website to display when someone typed those words into a search. These days with thousands of websites devoted to any given topic, meta-data keywords have lost their effectiveness.
Spammers, never ones to waste an opportunity, made the situation even worse by flooding their websites with unrelated keywords to divert traffic from legitimate websites. Remember typing in something like Sesame Street and seeing websites listed that the Children’s Television Workshop would never have approved?
To make their searches more effective and combat abuse, Google and the other companies have developed complex algorithms to ensure the websites that display are the most relevant to the search criteria typed in. It sounds complicated but Google has an easy-to-read list of webmaster guidelines to follow. Most of them are very sensible and will help you create an easy to navigate and content rich website.
How to make the most of keywords:
The best way to utilize keywords without employing and questionable tricks is to plan your website well before you start. Use your keywords to name categories and sections. Use them in your headings and throughout your text to really show your knowledge and expertise.