Posted by: johnocunningham | November 22, 2013

Website Content: You Need to Know Your Keywords

Websites are fabulous marketing tools. They are low cost (if done right), they are perpetual billboards on the information superhighway, and they can be gateways for connection between your company and your prospects.

But you have to post content that is interesting, relevant and useful to the prospects who are browsing your site, and you have style that content in a way that it can be found by search engines.

That means you need to understand that keywords that Web-surfers are likely to use in searching for information relevant to the services or products that you provide. For instance, if you are building or updating a law firm Website, you need to know whether your clients and prospects are likely to be searching for “litigators” or “trial lawyers” and/or some other term. You need to know if they are looking for expertise in “mergers and acquisitions” or “transactions” and/or other synonymous terms.

So how do you find the keywords you should be using on your site? Well, you can do your own informal survey of individuals with profiles similar to your prospects, or you can engage a search engine optimization (SEO) expert for sharper, more focused results.

You can also use some free tools available on the Web, such as Mergewords, Wordstream and Keyword Eye.  These and other free tools are profiled in an excellent blog post at

You might also want to check on the keywords that are being successfully used to attract traffic to your competitors’ sites, such as Keyword Spy.

But remember that packing your site with keywords and other “black hat” tactics will just hurt your search engine ranking in the long run, and the power and relevance of your content is what will get site visitors to favorite, re-tweet or like your site, leading to expanded social traffic and references to your site.


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