eMarketing - The Essential Guide to Online Marketing

Key takeaways search engines encounter two kinds of

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KEY TAKEAWAYS Search engines encounter two kinds of obstacles: o Technical challenges that prevent the search engine spider from accessing content o A competitive marketing environment where everyone wants to rank highly You must remove technical barriers. [1] Rand Fishkin, The Beginner’s Guide to SEO , SEOmoz, February 25, 2006, (accessed April 3, 2008).
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Saylor URL: Saylor.org 108 6.3 Well-Researched Key Phrases LEARNING OBJECTIVES 1. Understand how key phrases fit into search engine optimization (SEO). 2. Understand how to research key phrases. Key phrases are the very foundation of search. When a user enters a query on a search engine, she uses the words that she thinks are relevant to her search. The search engine then returns those pages it believes are most relevant to the words the searcher used. Note Keyword or key phrase? Key phrases are made up of keywords, but you can get away with referring to a key phrase as keywords. Search engines have built a sophisticated understanding of semantics and the way we use language. So, if a user searches for “car rental,” the search engine will look for pages that are relevant to “car rental” as well as possibly “car hire,” “vehicle hire,” and so forth. Search engines have also built up knowledge around common misspellings and synonyms and common related searches so as to try to return the best results for a user. Because of this, it is crucial that Web sites contain content with keywords that are likely to be used by their target audience. Web sites need to appear when their potential customers are searching for them. As a Web site owner, or the marketer for a Web site, we need to build a list of some of the terms our potential customers are likely to use to find the things we are offering. A big part of keyword research is understanding search psychology. When we build our key phrase or keyword list, we are tapping into the mental process of searchers and putting together the right mix of keywords to target. There are four things to consider when choosing a keyword:
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Saylor URL: Saylor.org 109 1. Search volume . How many searchers are using that phrase to find what they want? For example, there is an estimated monthly search volume of over two million for the keyword “hotel” but an estimated 385 searches per month for a keyword like “Cape Town waterfront hotel.” 2. Competition . How many other Web sites out there are targeting that same phrase? For example, Google finds over 611,000,000 results for “hotel” but only 14,800 for “Cape Town Waterfront Hotel.” 3. Propensity to convert . What is the likelihood that the searcher using that key phrase is going to convert on your site? A conversion is a desired action taken by the visitor to your Web site. Related to propensity to convert is the relevance of the selected term to what you are offering. If you are selling
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