Keyword optimization, the art of choosing the correct keywords, is one of the most important things related to search engine optimization. Unfortunately, it’s also one of the things people tend to spend too little time on. They think up a few keywords quickly, optimize their pages a bit and then submit them to the engines. This usually results in not-so-good rankings under keywords that are poorly related to the site in question. Before you start optimizing your site for the search engines, you should spend some time in figuring out exactly what keywords, or what key phrases, you are going to target. Search engines are an excellent source of traffic, but in order to utilize them to their full potential, some effort is required.

All that you have to do is to sit down in front of your PC/Laptop open up a text editor in one window and the site in another. Read through the first page of the site. When you have read it, start to think. What is this page about? Which of the words that appear in the document describe the contents of the page accurately? What kind of words or phrases would someone use if he was using a search engine and trying to find documents like this? When you have found the answers to these questions, write down the words and the phrases you have come up with. It doesn’t matter if the list becomes too long, as you can always remove some of the excess words later.

When doing keyword optimization simply select one or two medium-popular keywords or phrases per page. These are the main targets, and start to optimize heavily for them. Subsequently squeeze a few less common phrases and words into the body text, hoping that they will help the page to come up on some obscure multi-word searches. Repeat this process for every page on your site. You should be able to create an individual, distinct list of keywords for each page. The different lists should not “compete” with each other; instead each should cover different areas. This does not however mean that there shouldn’t be any similarities between your lists - it’s perfectly OK to have some, but the lists shouldn’t be 100% identical. It is better to have 20 good listings on different search terms than 20 good listings on the same one.

So, now you have the list ready. The next thing would be to go to Overture’s keyword suggestion tool and type in the different keywords and phrases you’ve come up with. The tool will tell you how many times each keyword and each phrase was searched at Overture during the last month. It won’t tell you exactly how popular different words are, since the statistics contain only the searches executed at Overture, but it will give you a general idea. Because Overture’s data is not always 100% accurate, you may also want to visit WordTracker. The service is not free, but the trial option offers a chance to search for good keywords without having to pay a dime. By using both Overture and Word Tracker and comparing what they think about the popularity of different keywords, you should be able to separate the words people search for from those that are rarely used.

If some of the words you were planning to select aren’t commonly used in searches, you might want to consider dropping them from your list. If other words look like they are used quite a lot, then it might be a good idea to consider adding them. But remember to…Keep the search engine optimization process in mind! By now, your list is probably pretty full of very competitive, single-word terms such as “songs” or “design” or “laptops” or whatever. Scratch them. This might sound harsh, but if you’re a novice, you have no chance of achieving a top listing under such terms. Even many professionals tend to avoid them, as they are extremely competitive. There are hundreds of thousands of sites targeting them and even with excellent search engine optimization skills; they are very tough to conquer. What you should do is to contract it down a little.

However, think about different variations of these popular keywords. If you were originally thinking about the keyword “design”, how about “web design with your country name” or “website design/graphic design”? These terms would be, not easy, but easier to rank well under. It is far better to be in the top 10 for a search term with medium usage than to rank 500th for a heavily used term. Select key phrases that do get searched, but that aren’t too competitive. You might also want to target common misspellings, if some of the keywords related to your site are often spelled wrong. Finally, you should have completed your keyword optimization process and now possess a pretty good list of medium-popularity keyword phrases for each of your pages.

HTML has offered many ways of altering the appearance of text. Web Developers have been able to create headings, bold text, and text in italics and so on. With these tools, it has been easy to emphasize important words and ideas by making them stand out from the rest of the content. Naturally, search engines have also noticed these features. They know as well as we do those headings and bolded words usually tell a lot about the contents of the page. So, they’ve adjusted their algorithms to place more weight on a word that appears in a heading, or in bold, than to one that just appears in the body text.

For a designer, the matter in which search engine algorithms work can be a problem. Search engines may like H1-sized headings, but many visitors consider them to be ugly. As long as the content of your pages has any effect on their ranking, there will always be a conflict between what search engines and users want. These issues are usually solved by cloaking the page, which enables the designer to show one design to search engines and another to humans. However, cloaking takes plenty of work and sometimes money. If only minor visual changes are required to please both parties, a simpler solution would seem sufficient.

What is CSS?

As the Internet has developed, HTML has received an add-on called Cascading Style Sheets. This new language opens the possibility of altering the visual representation of pages without the use of HTML. While search engines still do not understand CSS very well, nearly all browsers support it to some degree.

Although CSS doesn’t offer the same flexibility and protection as cloaking, it is well-suited for making small design changes. However, an overwhelming majority of browsers understand CSS; most of them do not support all of its features. To avoid nasty surprises, it is best to check your pages in almost all available and most used browsers. As more recent versions of these browsers have better CSS support.

There are some “legal” things that can be done with CSS, build layout or to slightly adjust the size of headings and body text. Search engines consider the techniques which are known as spam, and it probably may ban a website if choose to use them. Using CSS to cheat the engines isn’t safe - it’s just somewhat safer than doing it with the traditional HTML method.