It has often been said that the heart of a search marketing campaign rests on the success of your keyword research and the use of the results thereof. Sure, slotting in a word or two for the sake of deceiving a search engine is one way of getting the job done, but in all honestly this is something that is best left for amateurs.
Keywords are the heart of any search marketing campaign because they generate much of the life your online presence requires to sustain itself. They do this by generating traffic to your site. With no traffic, a website is merely an empty byte of unused bandwidth.
Nothing is as fundamentally important as choosing the right keywords for your website. These words will be used to make your site search engine and user friendly in a number of different ways. Briefly, these include:
* Your online material, be it your website's copy, article contents distributed on the Net, online press releases and marketing newsletters to be archived on your site.
* The headlines and page titles for your webpages.
* The text in and around external links pointing to your site.
* Site domain, directory and file naming.
* Minor as it may be (but important nonetheless), the contents of alt and meta tags.
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