- Drupal 6 Search Engine Optimization
- Ben Finklea
- 484字
- 2021-04-01 14:01:54
What a keyword is
Keywords are many things to many people. For the purpose of this SEO campaign, there are really only two things about keywords that we need to understand to get the job done. Keywords aggregate searchers into organized groups and a keyword defines a market.
Note
Keywords are single words that a search engine user types into the search box to try to find what they're looking for. Key phrases are the same as keywords except for the fact that they consist of two or more words. For the sake of simplicity, throughout this book let's use keywords to mean both, keywords and key phrases.
Keywords aggregate searchers into organized groups
Millions of random people visit Google every day. When they arrive, they are amorphous—a huddled mass yearning for enlightenment with nothing more than a blank Google search form to guide them. As each person types keywords into Google and clicks the Search button, this random mass of people becomes extraordinarily organized. Each keyword identifies exactly what that person is looking for and allows Google to show them results that would satisfy their query.
Much like a labor union, the more searchers there are looking for a particular phrase, the more clout they have with the businesses who want to sell to them. However, instead of more pay and better health benefits, you get better search results. If there are a thousand people per month looking for keyword A and a hundred people per month looking for keyword B, then chances are good that there are more competitors focused on keyword A. More competition means better optimization is required to show up at the top. Better optimization requires more content, closer attention to meeting the needs of the group, and more interesting web sites.
A keyword defines a market
This organization of searchers is what gives Google such power. In a very real way, Google creates billions of tiny markets every day. There is a buyer (the searcher) looking for a product, the seller (the web site owners) selling what they've got, and the middleman (Google) organizing everything and facilitating the transaction. The transaction takes place when the searcher clicks on the result of a keyword search and is whisked off to the seller's web site. However, it doesn't always go smoothly.
In fact, very high percentages of the time the searcher doesn't find what they're looking for so they hit the back button and try again. They may try a different result on the same page or type in a different keyword and do the entire search again. Each time you have an opportunity to convince them that yours is the right site with the best information and most promising solution to their questions. It is in your best interest to provide a web site that quickly engages the searchers, pulls them in, and keeps the dialogue going.
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