Keyword selection 'crucial to success'

28/11/2008

Ensuring keywords are as specific as possible is one of the most important factors in successful search engine optimisation (SEO) for small businesses, according to a marketing author.

Issues such as where to put keywords in articles and how many keywords to use provoke much debate among online marketers.

Rhonda Adams, author of Successful Marketing: Secrets & Strategies, told USA Today that they are important parts of SEO.

However, companies need to ensure they select the right keywords to start with - otherwise they risk being lost in Google.

Citing the example of an imaginary children's maths software company, she suggested trying to climb the search engine rankings using general keywords such as educational software or maths software would be a waste of time because of the mass of companies competing for top spot.

"Instead, use very specific keywords - such as kids algebra educational software - repeatedly. Yes, use the entire phrase over and over," Ms Adams recommended.

Her advice comes after a study by Citigate Dewe Rogerson revealed that more than half of marketers now use online tools, such as SEO and e-newsletters.