Keywords or Key Phrases?

by Gary on April 28, 2009 · 3 comments

in Copywriting,Keyword Research

There used to be an old saying that if you throw enough mud at the wall some of it will stick and that used to be the way people threw in keywords. Splatter enough keywords across a Home Page and some of them are sure to attract the big boys. Times and the competition have moved on since then and now it’s not enough just to work out the most relevant and most Googled keywords; now it’s how those keywords are incorporated into key phrases.

A well-optimised website will have a combination of carefully chosen keywords that combine to make popularly searched key phrases.

If people search for a steel bin or search for steel bins they will probably enter in the search box the two single key words ‘steel bin’ rather than type “steel bin” with quotation marks at the beginning and end to establish the phrase – steel bin. But, there will be a few people who will know that quotation marks will find them a steel bin that is more accurately targeted.

“steel bin” in quotation marks attracts via Google about 35,000 websites and steel bin without quotation marks attracts about 300,000 websites. Therefore, by incorporating the two words < steel bins >, into a complete sentence, without quotation marks, then steel bins is recognised by search engines as a genuine phrase.

Of course, people searching for items on the Internet often misspell or mistype. It can work to your advantage to allow for common misspellings of products or services. If you enter steal bin as two separate words into Google it produces about 2.6 million websites. But if you enter “steal bins” in quotation marks, Google returns a mere 286 results on Monday, April 27. In other words, if you incorporate steal bins as a phrase within your body copy, without it appearing to be a misspelling, the result can be very effective. i.e. ‘Steel bins supplied by the Steel Bins Company at these low prices are a veritable steal. Bins provided by the Steel Bins Company are produced in a combination of brushed steel bins, matt steel bins and mirrored steel bins’.

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