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Choosing the Right Keywords
The most important first step to marketing your web site to the search engines is proper keyword selection. If you target the wrong keywords, you might be wasting your time.
For example, if you optimize your web pages for keywords that you think are important, but few peolple do a search with those words, then you can have all the number one rankings you want and not have any visitors to your site.
Another danger of choosing keywords is selecting keywords that are TOO popular. If the keyword is too popular, it will require more work than it's worth to achieve a good ranking, and you may never get even a top 20 ranking. Most importantly, if the phrase is too broad, then the traffic you receive will not be targeted enough, and so not result in as many sales.
For example, if you make pearl bracelets and think people will find you under the keyword jewelry, a search with Yahoo on "jewelry" will return 4,500 competitors, but "pearl bracelets" will yield only 41 other sites with a match of that phrase.
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