Selecting the right keywords for your web site optimisation will be critical to the success of your site being found by the correct market segments. When defining your internet marketing campaign it is most important that you have clearly defined your market position, your market segments and your product alignment strategies. Only after you have completed this should you research your keywords. This article does not attempt to keywords research – this is covered a future article. For now we assume you have found the keywords that work best to your internet marketing strategy.
You should have 2 or 3 key search phrases and possible 10 or so other related keywords. These will have been determined form statistics on search engine trends around your products and market. You now need to determine where you can make best use of these throughout the content of your pages.
Each page that you are optimising will require you to identify the keywords and phrases appropriate to that page. This is important to understand – you optimise each key page in your site, sometimes refwerred to as "landing pages". Most commonly people optimise their home page and then possibly the top level page for their products or services.
Search engines consider words that appear in the page heading and sub headings to be important to the page, so make sure your desired keywords and phrases appear in one or two header tags. Don't expect the search engine to parse your Cascading Style Sheet (CSS) to figure out which are the headlines -- it won't. Instead, use keywords in the H1, H2, and H3 tags to provide clues to the search engine. (Note: Some developers no longer use the H1, H2 tags. That's a mistake. Make sure your developer specifically defines these H1, H2 and H3 tags in the CSS rather than creating headline tags with other names.)
Search engines expect that your first paragraph will contain the important keywords for the document -- where most people write an introduction to the content of the page. You should not artificially stuff keywords here, however. More is not better. Google might expect a keyword density in the entire body text area of maybe 1.5% to 2% for a word that should rank high, so don't overdo it. Other places you might consider including keywords would be in ALT tags and perhaps COMMENT tags, though few search engines give these much if any weight. Google also pays attention to your last paragraph in any page so once again be sure to include your key search phrases and keywords within the last paragraph of text.
Search engines are always on the lookout for indicators to the focus of your page. When they see words hyperlinked in your body text, they consider these potentially important, so hyperlink your keywords and keyphrases. To emphasize it even more, the webpage you are linking to could have a page name with the keyword or keyphrase, such as “internet-marketing.htm” - another clue for the search engine.