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“Keyword” is the search term that a
user may enter at a search engine. For example, someone who wants
to find a site that sells printer paper, might enter “printer
paper” at a search engine. Of course, there are many different
combinations of keywords which users could enter (for example,
“printing paper”, or “printer accessories”).
Collecting these keywords into a list forms the basis of any search
engine promotion campaign.
It is important that keywords are properly researched
and understood — too vague a keyword will probably result
in next to no traffic. For example, using “paper”
as a keyword is self-defeating — imagine how many different
websites sell paper of some kind (for example, toilet paper!).
Research shows that users are generally becoming more specific
with the keywords they enter (for example, “laser printer
paper”).
The important point in generating a list of keywords
to promote is to make sure that they are specific enough to create
targeted traffic, and general enough to be actually searched upon.
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