Keywords in Search Engine Optimization

Search Engine Optimization is the buzzword trending for a decade. Search engine optimization strategies are always in a state of flux ever changing, ever-evolving. This is due to changes in the way the search works, and how the ranking and indexing algorithms work.

The development of indexing and ranking algorithms is necessitated by the need for providing better and more relevant results to visitors. This is imperative, as competition between search engines becomes stiffer and stiffer. Thus, whichever search engines produce better results will get a greater share of the market. At present Google has over 90% market share, and the reason for this is better answer retrieval, but competition will creep in sooner or later, and the going will get tough.

Keywords & Search Engines

Keywords are the essence of any content or literature, and search engines use these words to index and retrieve. Though present-day search engines are very sophisticated, they can make out the key terms that are the essence of a document and are also data-driven, they note what people are typing to retrieve results.

Search engines also take a key from the placement of these terms. Keywords can best be defined as what people search for to retrieve a keyword. Search engines do not store stop words, conjunctions, and articles in their index store. Hence they give importance to words that a topic is searched for by the users, and from key placements like the title tag. Earlier they used to give prominence to keywords in meta descriptions, and meta keywords but these are neglected as webmasters used these metas to spam by adding a large number of similar terms.

Another place that search engines collect keywords for a website is from the anchor text in the links. Earlier a lot of emphasis was given to the anchor text in the links and the associated words. But cheap links or spammy links are not given any prominence only authoritative links count.

Keywords in Content

It is content on the website, and that is associated with the website is given prominence by the search engines. Keywords should be used judiciously along semantics or words related to the keyword that deliver the essence of the topic.

Thus, all content carrying links should be well written without adding too many terms, and keywords are considered spam. Hence during a search engine optimization campaign, a top digital marketing firm should restrain from spamming. Keywords are precious, and they should be used judiciously in an SEO campaign.

Uday writes often on Indian wildlife especially about the tigers. He works as a naturalist and is fond of travel. Uday also provides search engine optimization service and website contents in English.