Improve Your Search Engine Rankings With Keyword Specific Ads

When creating a website, keywords are one of the most important constituents. These are the words which the search engines use to help categorize and rank your pages. For instance, if your website is about 'writing articles' then your keywords could include 'writing', 'articles', 'article writing' and so on.

The more keywords, the merrier -- this is commonly what web designers and search engine optimization experts proffer to beginners in web design. They would advise you to use any one or more different online tools or software packages to come up with a list of keywords that would work best for your page. This may sound like great advice at first, but unfortunately it often amounts to an elaborate cock-and-bull story and nothing else.

Now we must first refresh our memory with regards to what search engines do. When a person enters a keyword in these search engines, they would be keeping track of those pages that match the search term. The closer a search term matches the pages displayed, the better it would be for people surfing the Internet. Search engines need to be as accurate as possible in delivering the right material to their users. Otherwise the web surfer goes elsewhere.

Let's assume you are a search engine algorithm (yes, a search engine algorithm), the succinct way of describing that mathematical equation that redounds to the probability a certain search term would result in any website. If the page is strewn with all sorts of congruent (and not too congruent) keywords, you'll be in over your head.

For instance, is this web page about 'article writing', or is it about 'feature writing for journalists'. For all their similarities, they are still different. You will discern that the page has some relevance, but is merely solid in comparison to the truly relevant. So you rank it down the bottom.

But what if, conversely, 'you' notice that the keyword 'article writing' pops up repeatedly? You will know beyond reasonable doubt that this is a page about article writing, so you will place it quite highly in the rankings. Admittedly, it's not quite as simple as this. But this is the principle of search engine technology. The objective of search engines is to find a page that is as closely related as possible to the keywords.

The ramifications of this for Internet marketers would be the need to use one page per unique keyword. Make each page center on each keyword individually. There are several compartments to a web page (heading, sub-heading, page text, page title tag, Meta tags) and your keyword should be present in each.

Avoid having pages which contain several key-words as that simply confuses the search engines and lowers your rankings. That effectively debunks the theorem that more keywords equals higher rankings. You can get more traffic by opting for single pages that would match with single keywords.

This trick also works for Google Adwords. Each advert should apply to just a handful of keywords - you get much greater click through rates and therefore cheaper advertising when you only have a couple of keywords per advert. Listen not to the marketing people's often daft advice about creating one big advert with a hundred keywords or more -- you want to go with keyword specific adverts instead. So instead of stuffing and slathering your adverts and web pages with keywords, try our advice instead. Go specific.

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