Keywords and phrases

Keywords and phrases are the cornerstone of your online promotion. And what exactly are keywords? These are words or phrases that users enter into a search box in a search engine when trying to find something. Imagine a situation where you are looking for some strollers for sale in Prague. In the search box on the Google you enter the term “sale of cars in London” then this phrase is a key phrase. The search results then show you the results that are best for you (from the search engine’s perspective) (and the ones that are best optimized for that phrase).

Keywords and phrases and their choice is therefore an important aspect when planning a website. Each of your web pages can be optimized for a specific phrase so that when you search for a particular term, your web page will appear in the search results.

The search engine constantly scans web pages on the entire Internet, collects data and stores it in its database. The moment a user enters a phrase into a search, the search engine compares the search phrase with the information in its database. From this point of view, it checks domain names, page titles, page captions, alternative image descriptions, page content, and other factors that we explained in the first article. It just searches for keywords and phrases that match the search term.

It can be said that when deciding on the choice of keywords, we try to estimate the phrases that users enter into the search as best we can, and then focus on optimizing individual pages of our site for these keywords and phrases so that we achieve the best possible placement on display. results.

Long-tail keywords and phrases

You can think of a key phrase with a long tail as a certain term, to which you add more and more words to make it much more specific. For example, it may be such a phrase “car for sale London”. When someone enters such a term into a search engine and it displays a specific company, there is a high probability that this user will actually visit the second-hand car shop. Another fact is that optimizing for these longer phrases is usually much easier, because there is not as much competition as in the case of the word “car bazaar”.

Long-tail keywords are used for two basic reasons.

The first is that a visitor who finds you through such a specific term is more likely to visit you than the one who came to your site through a general search term. The second reason is that although many people will be looking for you under the general term, in the end you may notice that the total number of visitors who have found you under various long-tail phrases is much larger. So long-tailed keywords and phrases are very effective.

Where should keywords and phrases be located?

Keywords and phrases should appear in the domain name (if possible). The Internet is no longer a novelty and therefore it is not at all easy to buy the ideal domain today. Most domains are already occupied, and those that are not can often be targeted by domain merchants. These merchants are buying domains that they expect someone might be interested in in the future and trying to sell them at a profit. The basic rule for choosing a domain is that it contains the necessary keywords and is easy to remember. But don’t be afraid to experiment a bit with choosing a domain. For example, if you run the aforementioned stroller sales in Prague, then most likely the domain will already be occupied. But there is nothing stopping you from trying other domain names. It is important that the domain name contains the most important keywords.

Whether you have managed to get a suitable domain or not, there is nothing and no one restricting you with the titles of individual pages. Therefore, be careful to use keywords that relate to the website in its title (as stated in the first article, the title of the page appears as the title of the link in the search results and also as the title of the window in the browser toolbar). Always pay close attention to the title of the page. Make sure that the title of each page of your site is unique and contains a good choice of keywords and phrases. In any case, remember that the title of the page must make sense mainly to people, not just search engines.

Keywords should also be in the description and keywords meta tags. We explained the reason for the importance of the description meta tag in the first article, while the weight of the keywords tag is speculative. In the past, search engines took note of the content of this brand, which gave various webmasters a very powerful and uncontrollable weapon. That’s why almost all search engines now ignore this brand. However, it will take a minimum of time to complete this tag, so it’s a good idea to list the relevant keywords associated with your website. You never know where your visitors may come from.

Another very important factor is the keywords contained in the headings in the content of your site. Search engines like nicely formatted, structured and clear text – just like users. Therefore, try to divide the entire text of the website into smaller passages and try to use appropriate keywords in the title of each such passage.

Of course, the occurrence of keywords in the content of the page itself. When scanning, the search engine crawls web pages and stores them in its database. In most cases, an excerpt from the text of a webpage is used as a description in search results (the title of your page is used as the link text and title, and usually an excerpt from the text on that page as its description). Keywords should appear on the page at a density of 5-10% relative to all words on the page. If it is not a larger report or article, the number of words on the page should be in the range of about 250 – 1000.

If you use various graphic elements on your website, such as a beautiful logo with text inside the image (which the search engine cannot read), make sure that each such image has in its alternative description such information that this image they can replace. Therefore, in the case of a logo, the label should include your business name and the keywords associated with it. If the navigation on your site consists of images (which is not very good), at least describe for each image where this link leads. Imagine your website without pictures. Alternative descriptions must be able to replace them. The use of keywords is very desirable in these places, because a search engine that does not see the image can use it based on the keywords listed in the “alt” attribute.

If your website already has any backlinks, those links should include keywords in their text. In addition to the number of backlinks and the quality of the referring pages, search engines also attach great importance to the anchor text, i.e. the text through which your website is linked. If you don’t like the texts on the pages that link to you, try contacting the administrator in question and requesting a change. Links to your site may not always lead to your homepage (for example, a link may lead to instead of, so anchor text should always include keywords associated with the landing page. to which this link leads.

This was perhaps enough to clarify the concept of keywords and phrases.

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