Entrepreneurship University
College of Internet Marketing (CIM)

The Key to Keywords

In popular usage, the term “keyword” includes “key phrases,” i.e., a keyword can be more than one word. An example is “make money online.” The importance of keywords is that, for a particular key word or phrase, searchers will find your site prominently displayed.

Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. The overuse of keywords, a practice called keyword stuffing, will cause a web page to be penalized in search engine rankings. Find out your key word density at KeywordDensity.com

In the context of search engine optimization, keyword density can be used to determine whether a web page is relevant to a specified keyword or keyword phrase. Some say the optimum is 6-8%, others 1-3%, others say Google doesn’t care.

Search engine optimization techniques optimize a page for a particular keyword or set of keywords. Think of how high your ranking needs to be to get people’s attention. At ten results per page, do you ever go past about page three looking for a search result? How often do you only look at the first page?

So our goal should then be top-ten placement, with top-thirty representing the limit of acceptable results. Let us say our keywords are “business opportunities.” Wait … OK. I just tried Google and that exact phrase (in quotes) yielded about 760 million results! So we could be in the top 0.0000001% and still not make the top-ten.

So maybe that was a bad choice of keywords. Let me try “work at home business opportunities.” Hmm, only marginally better with 744 million results. If I use a less popular or longer phrase, will enough of my target audience use that exact key phrase? We need a more specific keyword that still lures our prospective customers.

First, we need to anticipate what search strings our prospective customer might use, and make sure that we are optimized for those terms. We have to be better than our competitors at doing that.

  • 1. Place the keywords in your site in the proper way. For example, add the
    keywords in titles, headers, and links, and nearer the top and bottom of the page “count” more heavily than in “middling” body text. SEO specifies how to do that.
  • 2. Use the keywords the “right” number of times. The number of times a keyword appears divided by the number of words on the page is referred to as “keyword density” and different experts suggest different target values for the major search engines.

Here are some of the keywords we tried for this site: business opportunity, work from home, make money on the internet, work at home, internet marketing, business plans, make money online, home business ideas, work at home jobs, work at home opportunities, internet in business, entrepreneur.

Notice that these are rather broad, and so the competition for them is probably intense. I could narrow down to some niche such as “business plans for restaurants,” or, “work at home baby boomers.”

Wishing you success,

John B. Vinturella, Ph.D.

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