Keyword Optimization 101

The business blog built into your Zenith Exhibits built website is your most powerful search engine visibility tool; but you must use it correctly.  Here are a few things to consider:

  1. Search engines take what you write literally.  They don’t “read between the lines.”
  2. Search engines use mathematics to evaluate the meaning of your words.
  3. Search engines are popularity contests.
  4. Search engines are businesses too.

I recently received an eMail from a client who was disappointed that their blog site was not ranking for a specific keyword.  When I visited the client’s website and searched for that specific keyword phrase, there were NO instances where it was used in any publications.  While this may seem like an obvious omission on the part of the client, it is a common mistake–and is the reason why I am writing this article.

If your business must rank for a specific keyword phrase, then you must write quality content that uses that exact phrase.

Just including the phrase is not good enough, your content must be well crafted to convey value to the visitor.  While value is ambiguous, value can be derived through a complex formula that is heavily based on search trends, existing examples and visitor actions.

What does that mean?  Google watches every website on the internet, looks for the common keyword phrases that are searched through their system and records the activities of people navigating those “other” websites with that keyword phrase.  Things like  how long the visitor stays on that page, what pages they visit next, what the very next search is and what the visitor does on that website give number crunching machines lots of data to draw a mathematical conclusion.

I rarely talk about the mathematics behind search engine optimization because the topic often goes towards crashing the formula (i.e. manipulating the content so the formula is maximized.)  While this is technically not possible, just this once, here is the formula.

Wikipedia has a great article on Google Page Ranking.

Rather than looking at the math, we are better off to look at the idea of “popular”.  About a year ago I wrote an incredibly long (and boring) article on Business Blogging Strategy.  That article can be shortened down to just a short statement:

People want information that helps them.

If you help people, using keywords that are being searched, then the search engines will value your website because it helps them make more money.


A business blog allows you to create search engine rich content you can share on social media sites and bring new traffic to your company website.

Need help getting your business blog up and running?  Click or call me today for free advise or an affordable custom built solution.

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