Search Engine Optimization (SEO) – Part 1: Keyword Optimization

• by Matthew McNairy, February 7, 2012 at 3:28pm

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Search Engine Optimization (SEO) is a marketing method to improve the functionality and traffic on your website. SEO is a complex subject – many think it’s just a way to improve the ranking of your site. In reality SEO is a process which, if done correctly over time, can build your audience organically.

Several steps comprise quality SEO, but the first step is keyword research.  Keywords that seem similar may supply entirely different results. Someone who types high school football in Google could be looking for information on regional games. The results that appear, however, could be for high school football anywhere. A more accurate search term would be Ft. Lauderdale high school football. So, how do you know what is going to work best for you?

First, start brainstorming. Consider the topic and come up with as many words related to the subject as you can. Think of synonyms for those words. Qualify your words; for example, not just Ft. Lauderdale, but Ft. Lauderdale, Florida. Use real-world phrases and not industry terminology. In other words, consider what people searching for your site would type. FDA drug approval process is much clearer than compound submission. When you’re tapped out, try an online tool like WordTracker.

If you already have a website, check your site analytics. What phrases are drawing people to your site? What modifications can you make in your content, based on your keyword research, to potentially increase your traffic? If your site isn’t up yet, this list of keywords will help you determine what your marketing focus should be to build the best audience.

Part 2 of this series on SEO will focus on developing your site to optimize it for search engines.