| Keywords and phrases are words which trigger a | | | | probably do, hoping that at least something will bring |
| response from the search engine spiders | | | | up a website that will help them. |
| (mathematical robots that crawl the web looking for | | | | But what do you do with these keyphrases? Each |
| new content to index). They are effective if they | | | | should be allocated their own webpage, which acts as |
| are tuned into what people type into the search | | | | its specific landing page. These webpages should be |
| engines at this moment in time, and you can find this | | | | carefully optimised for their keyphrase, by including |
| out through the Google AdWords Keyword Tool. | | | | them in the page title, the metatags behind the |
| Most small keywords or phrases have a very high | | | | scenes, the page's title and within the words on the |
| response, which mean although there may be several | | | | page. There are also clever ways to use keyphrases |
| thousands of people searching for it, there are also | | | | effectively and yet still make the page read well; |
| many thousands of websites containing those | | | | after all, it's meant to be for humans to understand |
| keywords. To narrow down the competition, you | | | | and appreciate, not just search engine spiders. |
| lengthen your keyphrases to include more elements | | | | These special keyphrase-induced landing pages should |
| that are relevant to your visitor's 'wants'. For | | | | be marketed for full acknowledgement from the |
| example, 'holiday cottages' could be increased to | | | | visitor, provide plenty of relevant information about |
| 'holiday cottages near Bath that accept dogs', and | | | | the keyphrase's subject, offer incentivised call to |
| 'horse riding' could lengthen to 'horse riding stables | | | | actions to encourage a response, and link up to other |
| that offer lessons for beginners near Swindon'. | | | | like-minded pages for further perusal of your website. |
| These keyphrases containing many keywords | | | | In other words, there should be a series of pages |
| combined together are more likely to trigger a match | | | | that won't be accessible from your homepage, but |
| in search engine requests. It narrows down the field | | | | act as fly-papers to attract the spiders and therefore |
| so you'll find that there are less websites that offer | | | | the searching visitors craving what you have to |
| these complete keyphrases. Do people type so much | | | | offer. Make sure you don't disappoint them... |
| into the search engine status fields? Yes, they | | | | |