Chapter 6
Picking Powerful Keywords
IN THIS CHAPTER
Understanding the importance of keywords
Thinking up keyword phrases
Finding keyword tools
Using keyword tools
Sifting for the right keywords
I was talking with a client some years ago who wanted to have his site rank well in the search engines. The client worked for a company with annual revenues in the millions of dollars, in the business of, oh, I don’t know … staging rodent-racing events. (I’ve changed the details of this story a tad to protect the guilty.)
I did a little research and found that most people searching for rodent-racing events use the keywords rodent racing. (Big surprise, huh?) I took a look at the client’s website and discovered that the words rodent racing didn’t appear anywhere on the site’s web pages.
“You have a little problem,” I said. “Your site doesn’t use the words rodent racing, so it’s unlikely that any search engine will find your site when people search for that.”
“Oh, well,” was the client’s reply, ...
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