Many businesses and other organizations hire a company like Excelsior Internet Marketing because they don’t have the expertise or the time to create and manage their own promotions, advertising, search engine optimization and social media participation. Search engine optimization alone can be perplexing to someone who hasn’t devoted time to studying effective methods of driving a website to the top of results lists.
The concept of keywords and keyword phrases is important for SEO, but it’s important not to overdo it. First, clients of an internet marketing agency tell the representative about what they want the website to accomplish in regard to sales of products, services or information. That helps the agency team understand what keywords will be important when developing content for the site. Keywords will be included in written text, captions for photos, and in titles and descriptions of videos. At least one of the more important keywords also will be included in the HTML meta tag, a sentence or two that generally appears under the link to the website in search engine listings.
Keyword relevance is significantly more important than inserting those words numerous times. For example, a veterinary clinic benefits from having keyword phrases like pet vaccinations, dog neutering and cat spaying. If emergency service is offered, that should be noted as well. Those types of keyword phrases can be used in the titles of articles and elsewhere on the site, but they shouldn’t be used so many times that the writing sounds unnatural.
Variations of phrases that search engine users might look for should also be considered. For instance, many pet owners refer to vaccinations as shots, so it might be helpful to use that word once or twice on the website. Vets typically don’t like to use descriptions that are inaccurate, so they may not want to refer to neutering and spaying as “fixing.” However, a blurb on the site explaining in a friendly way why that word is in appropriate serves two purposes. It helps people find the article if they search for that term, and it provides interesting information once they reach the site.