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QUESTION: How should I determine my keywords?

ANSWER:

Determining the most effective Web site keywords is by no means an exact science, but in general, the keywords should mirror the site's overall topic and include a number of related terms as well. The trick is to try to put yourself in the search engine user's position and attempt to imagine which phrases he is likely to use when searching for your particular type of Web site. A well-defined set of keywords will encompass any words or phrases Internet users might use to search for the site and should ideally span a wide enough spectrum to reel in Web users searching for terms that are even remotely related to the overall site topic.

One way of zeroing in on the most effective set of Web site keywords is to write down the most obvious keywords for the site; then spend some time brainstorming synonyms and related terms. Another way to find effective keywords is to study the competition. To do so, search the Internet for pages with similar content to yours; then study the keywords of the pages that received the highest rankings. View the source code of those pages to see the keyword layout.

Keep the following issues in mind when compiling the keyword list:

• Be specific
  A Web site's keyword list should include both generic and very specific terms.
  A generic keyword — "dogs," for example — might be featured on, literally, hundreds
  of thousands of Web sites. It should therefore be accompanied by more narrowly defined
  phrases that zoom in on the site's specific contents, such as "Great Danes," "Great Dane puppies,"
  or "Great Dane rescue."

• Be aware of common misspellings
  Some words are prone to misspellings. Other words exist in multiple grammatically
  legitimate spellings. In such cases it is worth considering adding one or more of the
  most common mis- and alternate spellings to the keyword list.

• Focus on geography
  If a Web site has a particular significance to a certain geographic area;
  it is a good idea to include the location in the keyword list.

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