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There are numerous tools for selecting keywords and keyword phrases, but how many of them are really accurate? Those people who have truly mastered the art of keyword research generally do not rely on any single keyword research tool and also utilize one of the most rarely utilized, but most important tools available to them … that anyone with internet access has readily available to them, the Search Engines themselves.

Like any tool however, it is imperative to know how to utilize the search engine properly if it is to be effective in purpose.

It is a good idea to utilize the available keyword research tools in order to determine which keyword phrases should be focused on to draw traffic to the website. Keyword phrases are preferable as they will allow for the website owner to draw traffic that is more directly targeted to the monetized portions of the website(s) in question.

For example, owning the keyword “Barbecue” may draw a substantial amount of traffic, but what are the website visitors going to be looking for? Barbecue recipes? How to prepare the charcoal for a barbecue? Where to buy a barbecue? Which restaurants have the best barbecue? To concentrate on a single keyword is not generally very productive or a viable use of resources unless the website in question is so vast and expansive that it literally encompasses everything about that particular keyword and has some means other than Google Ads for monetization of that site.

On the other hand, if it is a website for selling custom barbecue grills, there are a host of keyword phrases that should be researched to determine which ones will draw the most traffic from those people specifically looking for where or how to purchase a custom barbecue grill … focus the traffic if conversion rates are the desired results.

Once a selection or list of keyword phrases has been constructed, a trip directly to the search engines is a must for the next step in keyword selection for the website. The key if you will, no pun intended, is to find highly efficient keyword phrases that directly attract the desired demographic. This means finding keyword phrases that are frequently searched, but have few direct competitors using the exact keyword phrase.

Search for the individual keyword phrases independently and take note of the number of results returned. These are the overall numbers that the website owner will be competing with for that keyword phrase.

Now search the same keyword phrase inside of quotation marks and the number of websites that are using the exact phrase in the very same order will be shown. This number will generally be much lower than the total number of competitive web pages.

This is also the total number of competitors that will have to be constantly challenged for that particular keyword phrase, though the numbers will of course, change over time as websites are added and removed from the SERP and from the web itself.

It should also be noted that these tests should be conducted not only by the website owner, but by any friends and family that they may have who also support their efforts. This is also due to another portion of the Search Engine algorithms that is often overlooked when people are trying to optimize their websites.

A constant search of the same keyword phrase on the same computer systems will inevitably result in skewed search returns. This is further exacerbated if the individual conducting the search clicks the links to the website in question.

Numerous clicks to a singular website from the same search will result in an artificial elevation in position for that keyword phrase on that particular computer or at least, on the IP.

For example, a search for “Where to buy custom barbecue grills” made a hundred times on a single computer network, all leading to clicks to the same website, will result in that website being elevated when that keyword phrase is searched from that particular computer network.

However, a peer, friend or family searching the same keyword phrase around the corner or across the globe, will likely show that website in a much lower position … or at least a more natural position on the SERP or Search Engine Results Page.

It should also be noted that simply gaining a spot on the front page of the SERP does not mean that those results will remain constant, even if the efforts are sufficient to “own the front page” globally and not just from a singular network or location. The number of actual competitors utilizing the same keyword phrase will likely be constantly adding new content as well, so SEO is not something that the website owner can merely set and forget.

New content must be constantly created that is not only relevant to the site, but focuses on the keyword phrase without including it at density levels sufficient to classify the article as keyword spam.

Content may be King but it will not reign for long if it is not constantly reinforced with fresh, informative materials that the visitors to the website demand. Furthermore, it will not remain on the front page of the SERP indefinitely unless again, it is constantly updated and refreshed with new and relevant materials.

In order to be effective, SEO must be an ongoing campaign and compromise, meeting both the needs of the Search Engine Algorithms and the visitors to the website.

Like any business, a website must constantly be updated and refreshed with new features and new information if it is to be truly successful … and stay that way.


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