Keywords are the starting point of any SEO campaign, so care must be taken to assure the proper keyword usage and proper quality. Using the wrong keywords won't get you the results you want, and plastering the right keywords all over your site will not work any better. Below are readings and tools to help you maneuver your way through the sea of keywords:
Specifically for those of you with a pay-per-click(PPC) ad strategy, the post “Ultimate Guide on Dynamic Keyword insertion” Gives some tips on increasing your visibility when advertising on Google. Here is what he has to say on dynamic keyword insertion:
On most major Pay Per Click platforms, there is a little known feature called “Dynamic Keyword Insertion”. Dynamic Keyword Insertion is one of those “dirty little secrets” used by PPC marketing agencies and is the cornerstone of the millions of Internet marketing eBooks written by self proclaimed “gurus”. Dynamic Keyword Insertion needs to be fully understood before it can become marginally effective and when it is, it can increase your ads click through rate (And subsequently quality score) massively.
For more on Keyword focus from search engine land’s Aaron Wall. According to Aaron, the method of placing keywords on your title/text is evolving now that search engines such as Google are changing the way they trawl for results. Simply plastering keywords all over your site is not enough anymore. In fact, it may even be detrimental to your overall ranking as Google is now moving towards being able to detect natural versus unnatural patterns in web pages. Aaron mentions a couple of ways to make sure you optimize your site’s use of keywords effectively, such as- Mix things up and change your word order and "leverage" keyword modifiers in page content.
Google has a tool that can help you come up with a variety of keywords that relate to your main keyword. Although there is no guaranty that you’ll rank better with use of this tool, it does give you more ideas of different words that your customers might use that relate to your business.
