The most time consuming part of the whole process is usually finding the right keywords or phrases to use. Following these rules should make the decision a little easier:
· Who needs this service? Try to think about who would be interested in what the site has to offer. Then use these terms as keywords to reach a targeted audience.
· Include variations of the keywords: people search with a variety of terms so try to add misspelled words, capitalize some of them or add the plural version. Remember that people make mistakes, so by adding these words, the engine should pick up on traffic that the other sites have not taken into account. And what about people in other areas of the world? If they use a different term to describe a topic, this should be considered. For instance, in North America, the back of a car is called a “trunk”, but in the U.K. it is called the “boot”.
· Be specific: the more detailed the words, the better return the site will get. Be sure that all keywords are relevant to the site’s content.
Although search engines vary in how their sites are indexed, one thing is similar: the ranks are based on the chosen words. Before submitting any site to a search engine, it is important to think about the words being chosen. First, think about which words the average person would use to find the page. Then go to the competitor’s site and look at which keywords they are using (view the HTML source code). While there is no need to copy what the competitor is doing, it should give a good indication of why they are ranking so high. After this has been done, narrow the choices down between three to five words. Then test the competition for these words in a search engine such as Google, by typing in all keyword and phrase ideas. Or, for more help, try Wordtracker.