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Keywords Importance and Uses   by Vikas Malhotra

The first step in the area of search engine marketing (SEM) is to understand the relevance & importance of keywords. Keywords are the starting blocks of a successful SEM campaign. Any Professional Search Engine Optimization company will advice you this, no matter if your target market is India, US, UK or even local cities.

So lets dig into this section of SEM (or specifically SEO, search engine optimization) by defining keywords & keyphrases.

KEYWORDS and KEYPHARASES Definition : site words or phrases which/that are matched with the search words or phrases of target audience using search engines are known as keywords and key phrases.

Importance of KEYWORDS and KEYPHARASES : Keywords and Keypharases are used to promote and market a website by improving search engine rankings.

Where to use KEYWORDS and KEYPHARASES for Offpage Optimization : The Keywords and keypharases are used as the anchor text to link to the site. Search engines specially google attach lot of importance to the anchor text hence if there is a keyword in it, the site gets promoted for that keyword.

The Keywords and keypharases are also used to advertise, promote and market site with PPC (pay per click) and PPI(pay per impression)

Where to use KEYWORDS and KEYPHARASES for Onpage Optimization : KEYWORDS and KEYPHARASES are generally used with HTML tags ( title tag, meta description tag, meta keywords tags, body tag, anchor tags, comment tags, heading tags, alt tags, table tags, form tags, list tags, formatting tags, frame tags, map tags, applet tags, etc.) and in url itself. Apart from this the keywords & key phrases are used in the text matter of the page.

These are also used to create KRPs (Keyword Rich Pages - where a specific KEYWORD and KEYPHARASE is repeated to get top ranking for that particular web page for a particular KEYWORD).

The strategy is to target one keyword or at maximum two, per page. Once these KRPs are produced it is easier to get these pages ranked with search engines. These pages then have links to other pages in the site & hence serve as the passage way for inviting in the surfer to investigate the site deeply. These Keyword rich optimized pages are also called 'Doorway Pages.'

About the Author

Vikas Malhotra, head of a successful SEO Services providing company in India writes on topics like PPC India, PPC Services India and SMO services.
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