Identifying accurate keywords and search terms

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(Continued) The RFS Newsletter, Aug. 4, 2007. Page 17

2) Identifying accurate keywords and search terms

When you visit them, many commercial websites could probably look successful and appear to be “winners”. Of course, only the site owner or its webmaster knows that for sure. Optimize a site for the wrong keywords or key phrases and you will end up with a site that ranks well, but chances are it will bring you some very unrelated traffic and you may even get enquiries for products or services that your company does not even offer!

More than ever, web sites and their pages fail in search engine rankings simply because of bad keyword selection or key phrase identification. Certain keyword identification may have been done in the past, but was either done incorrectly or some of the keywords used by the real searchers looking for your products or services could have changed over time. The latter is usually the case.

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