Words. Every word has a definition, a meaning that is finite. Right?  Wrong. In the world of SEO (Search Engine Optimization) words mean so much more than their definitions, which is why we call them “keywords”- because they are key. The right keywords can take a website from lost in space to mission accomplished. It’s all a matter of choosing the right words for your site. Much thought and process should be put into this decision, you have to consider your customer base, keyword search volumes, if those keywords have performed well over several years or only just recently, what the connotations of that word are… there is quite a bit to think about before deciding. This is one of the reasons using keyword tools can be so helpful, they take loads and loads of data and present it in a way that makes it clear what words to use in your site.

Once you have made those decisions its all just a matter of working it into the content of your site, right? Wrong.  You have to be careful here, using these keywords is incredibly important but incorporating them in a meaningful and logical way is essential. If a Search Engine (especially if that Search Engine is Google) believes that your site is “keyword stuffing” – meaning you are using keywords that are not relevant to your site or that you are using relevant keywords that are repeated too often in a nonsensical way throughout your site,then those Search Engines will take you completely off the grid and all that keyword research was for naught. There are many components that go into creating a successful and highly ranked website but choosing the right keywords can take you pretty far down the road. The lesson? Don’t listen to the words you’ve heard, listen to the words that rank.