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Key Word Choice and SEO

Keyword selection is an important building block in any Search Engine Optimization campaign. With many websites on the web and so many different terms being entered into search engines, choosing the best terms to target is now a complex process.
Whilst any business would love to be ranked on the first page of Google's search results for broadly-sought 'trophy' keywords, for businesses with all but the largest budgets for Search Engine Optimization that is fiscally feasible. Regularly users searching these keywords are searching for information on a broad theme as opposed to a particular business or service. What this means is your web site will be in competition with both informative and commercial sites for the traffic associated with those terms. As with any business proposal, prospective return on investment (ROI) is the most important thing to bear in mind. The investment required to target these essential terms will be high and the yield regularly lower than expected.
It is important to contemplate the conversion rate of the key terms you select to target; in other words the percentage of users searching these terms which will end up purchasing something at your site. Conversion rates vary widely between periods so there are no hard and fast rules, but in general unique terms are more likely to convert than vague ones.
Once you've ignored these 'trophy' keywords, it might look like an excellent idea to target the remaining periods which are searched most frequently. These crucial terms will be extremely competitive, so highly rated businesses spend a bundle to stay this way. Depending on how big your business and the size of your budget, this might be a highly effective strategy, but for many smaller companies these terms will be too competitive to produce a reasonable ROI.
At the other end of the scale, there's little to be got from targeting key words that are searched quite infrequently. Whilst rating for these periods is generally easy, it still requires an investment of time, effort and above all cash. Targeting key words that fall between those two extremes will often function as the best means to proceed with your effort - in terms of traffic, this will give you the finest balance between difficulty and utility.
Once you have selected the finest key terms or asked a company with the relevant expertise to accomplish that on your behalf, you will be prepared to begin work. There are several different techniques used to optimise a web site for search engines, but the most reliable and widely used is link building. If link building attributes in your Search Engine Optimization effort, you will also have to contemplate keyword profiles when choosing which terms to target. Your site will appear unnatural to search engine crawlers if back links are restricted to one or two periods. This can lead to position penalties and in extreme instances even de-indexing.
There are a wide variety of things to consider when selecting key words for an SEO effort that it's often best to leave your decision to an experienced and reputable service.