Keyword optimization

The selection of keywords is considered the most important factor in search engine rankings and is the basis for all SEO strategy. For optimal selection of keywords should be taken into account the following points:

• Popularity of Keywords.
• Competition for keywords.
• Significant from a marketing perspective.
• Summary of keywords with the content of the web.

Keyword popularity. As individual words are usually highly sought after, tend to attract much competition. The solution to this problem is to choose “key phrases” consisting of two to five words, for the optimization of each page. It is also recommended to optimize the pages for popular keywords misspelled (eg palavras by words). Competition for these variants will be much less intense.

Competition for the keyword. By opting for highly competitive keywords there is a risk that the website is lost among the multitude of search engine results. Due to this high demand for some words, it is advisable to identify a niche or set of keywords that describe clearly the web and only a few have chosen before.

Significant from a marketing perspective. In the design of a good search engine marketing strategy is considered many aspects. On the one hand, it is necessary to have an excellent knowledge of our target audience, ie which search engines often use, and what keywords used to find a product or service. In this context it is important to provide web products for specific keywords and precise, as they have the advantage of less competition and to ensure more qualified visitors. On the other hand, it should be noted that users of a search engine does not think like a marketing director, and what sounds good for a promotional slogan does not correspond to phrases likely to be used in a search engine.

Value of the keyword with the content of the site. Must choose not only the keywords that match the content of the web, but also the keywords that people use to find sites like the web to optimize. Generally, for any page with content written over 250 words are recommended one to three keywords.

As we have seen, when positioning a website a single keyword is insufficient, as well as lack of focus and clarity, you probably have plenty of competition. Just as today there are very few people looking for a single word, it is preferable to choose more than one keyword, trying to fit the phrases searches users. However, it is not advisable to optimize more than 2-3 keywords per page to the risk of artificial piles of keywords, an event known as Frankenstein Syndrome.

Given the above, and after choosing the keywords that identify the web, you should optimize the page for the keywords that best fit the site. The next step is to optimize the sub-pages for keywords that identify those pages. However, do not forget to always add all the keyword of the page. Thus, it stresses that keyword representative of the web and also gets good positions for secondary keywords.

To assess the effectiveness of these previously keywords there are some standardized methods to measure the relationship between the difficulty and the benefits of placing a particular keyword:

KEI (Keyword Effectiveness Index): relates the number of searches that have a particular expression (possible benefit) with the number of pages that should compete (difficulty).

Google Page Rank: taken as a measure of the difficulty of competing with the results already established, the Page Rank of the first websites in Google to find such expressions.

Today we can find on the Internet many companies that offer web optimization services with specialized software to measure these parameters. As outlined below, in parallel with the development of the SEO industry, have also created tools to optimize the selection of keywords.