People search online by using specific words and phrases in the hopes of finding the consumer items, news, information or entertainment content that they need. Creating websites that maximize the potential of these search terms, or “keywords” as they are commonly known, is vital if you are going to reach your potential online audience. With the web expanding everyday, keywords are a significant tool that can help guarantee that your web pages are fine-tuned so that your target market can easily find your website.
There are obvious keywords that you will already be using for your website. If you have a site about science fiction movies, you’ll use terms like “sci-fi films” and similar variations. But distinguishing your site, whatever its subject, from other websites that have a similar general topic is as important as making sure the casual net surfer finds your webpage. So, for example, if your website focuses on classic 1950’s science fiction films, you’ll want to make sure you have keywords that not only let web users know you have a site about science fiction films, but one that’s specifically deals with that era. In the same way, a site about lasagna recipes will want to have keywords about “Italian cooking,” and “Italian cuisine,” but then you must get more specific (“pasta, lasagna”) and perhaps even name specific types of lasagna (vegetable lasagna, etc).
It’s also important not to try to make your website seem like something it’s not. Don’t use keywords that suggest you have features on your site that are simply not there. On the other hand, think of the way a user who is in your target market will use your site. Going back to our science fiction film site example, some users may simply be curious about science-fiction movies in general, and you will want to have general keywords that will allow anyone looking for information on science fiction films to discover your unique take on the subject. In that way, someone searching within the broader subject or category can find your site. But you also want to target savvy users in your niche market who are searching for the unique content you provide. In this example, search terms mentioning the 1950’s in connection with sci-fi films, the names of specific films and directors of the period, and phrases like “classic sci-fi” will all be useful. This applies across the board, so if you sell baseball caps, you will have team names and baseball caps together, but will not forget to have keywords like “sportswear,” “caps,” “hats,” etc.
Always remember that some of your audience consists of people searching for exactly what you provide, whether a product, information, or special interest content and entertainment. But the amazing potential of the internet to increase your visibility lies in reaching people who might never have thought of buying your products or web content if they hadn’t found you online. Keywords aren’t the only tool to finding your online audience, but with the wise use of keywords, you can bet that you’ll make the most of your presence on the web!
