Search engine optimisation

Choosing keywords for optimisation

A keyword is used by search engines looking for relevant Web pages. These are the words or group of words you would type into search engines such as Google or Yahoo to find information.

1. Check which words are successfully finding your site. You can do this by checking your current webstats.

2. Define your target audience and user groups. If you make dog food, for example, your target audience is dog owners.

3. Write a list of relevant keywords. Then add to them by brainstorming with colleagues and associates.

4. Check out your rivals! How many other competing websites are you up against? Look at their listings by typing in site:competitor.co.uk (their website address) and see what keywords they are being listed for.

5. Remember, people search through phrases made up of two or three words. For example, designer christening gifts.

6. Explore sites such as Wordtracker to find the best keywords to boost traffic to your site. Visit www.wordtracker.com for a free trial and to download the top search terms.

7. Always remember what you want users to do. For example, download your top 10 tips, sign up for news, buy product. This will help you expand and refine your keywords list.

8. Look at how people research before buying. They start with generic terms, such as laptops, for example. Once they've shortlisted what suits their needs, they search for models and makes. So remember to add these into your keywords.

9. Try to solve users' problems. Focus on the benefits of your product or service. If you sell ergonomic office chairs, for example, you could optimise your website for "back problems".

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