In search engine optimization, a keyphrase refers to a group of words used to identify specific web content that is, at the same time, understood to be used by people to search for that content. For example, if you install basement water systems your research may have uncovered that your target audience groups search the keyphrase ‘basement flooding’ when looking for the type of solution you offer. You would then include that keyphrase in your search engine optimization and/or search engine marketing pay-per-click campaign.
For effective search engine optimization, a keyphrase has to, first of all, be the best choice to attract your target audience groups to that particular web page, and secondly, be placed correctly in both the on-page and off-page content.
To ensure you include the most effective keyphrases in your seo campaign for all the web pages to be optimized, you must begin with comprehensive keyword research and development. Uncovering the specific language used by your target audience groups to search for what you offer is a critical first step if you expect to meet your search engine and business development goals.
In many instances, particularly among industrial, commercial, technology and many niche market businesses, you may be surprised to learn that your target audience refers to what you offer using language entirely different from the way you refer to it or even from what you might expect. Don’t guess. If you get the keyphrase wrong you have little chance to succeed. Start with the research and limit your choice to one keyphrase per page of content. It is better to develop a new page of content to include the keyphrase than to practice ‘keyword stuffing’ and dilute the effectiveness of your web page.
With search engine marketing programs like Google’s AdWords it is best to remove underperforming keyphrases so they do not adversely affect your ad quality score and cause your ads to post too far down in the sponsored listings to be effective.
