Techniques for Choosing Keywords

September 2008
by David Marshall

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Techniques for Choosing Keywords

by David Marshall

So it turns out that getting your Web site set up was the easy part. The hard parts are figuring out what millions of people in cyberspace are searching for, and persuading a certain percentage of them to visit your site.

You can improve the chances that potential customers will find your site by choosing optimal keywords and phrases screened for both volume and competitiveness. For example, don’t simply use the word diversity if you have a book or books about diversity in the workplace. You will be competing with hundreds of thousands of other sites that have chosen this keyword. Instead, find a term that is more specific, such as diversity training. Choosing your keywords carefully will help the search engines find you.

Although a complex subculture has developed around search-engine optimization (SEO), the basic principles are still easy to grasp:

The more people who arrive on your doorstep, the more mouths you can feed. If optimizing the search engines can double your Web site visits, and every 1,000 visitors convert to $5,000 in author speaking engagements, then 2,000 visitors should net an extra $5,000. If you sell 50 books to every 1,000 weekly visitors, doubling your traffic means …IBPA Members – Click here to view the full article (login required).

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