Search engines, like Google and Yahoo, are the vehicles that drive potential paying customers to your websites. Your website is the destination they are looking to reach.  But in order for visitors to reach it you need to provide them with specific and effective signs that will direct them right to your site. You do this by creating carefully chosen keywords which we can help you to determine in one of our monthly search engine optimization meetings.

Find the right keyword phrase or keyword and instantly people on the web will find your site over your competitors on the web.  21st Century SEO is based in Houston but we service several clients via web calls on a daily basis. 

But, if your keywords are too general or too over-used, the possibility of visitors actually making it all the way to your site - or of seeing any real profits from the visitors that do arrive - decreases dramatically. 

Your chosen keywords will serve as the foundation of our search engine marketing strategy. If they are not chosen with great precision, no matter how aggressive your marketing campaign may be, the right people may never get the chance to find out about it. So your first step in plotting your strategy is to gather and evaluate keywords and phrases. We can help you to determine these.

You probably think you already know EXACTLY the right words for your search phrases. Unfortunately, if you haven't followed certain specific steps related to the search engine spider simulation reports, you are probably WRONG. You need to be able to think like your customers. And since you are a business owner and not the consumer, your best bet is to go directly to the source.   Instead of scribbling down a list of potential search words and phrases yourself, we will set up analytics on your site to find out what your customers are typing in to find you. You will most 
likely find out that your understanding of your business and your customers' understanding is significantly different. 

Your customers are an invaluable resource. You will find the words you accumulate from them are words and phrases you probably never would have considered from deep inside the backend of your business. Only after you have gathered as many words and phrases from outside resources should you add your own keyword to the list. Once you have this list in hand, you are ready for the next step: evaluation. 

The aim of evaluation is to narrow down your list to a small number of words and phrases that will direct the highest number of quality visitors to your website. By "quality visitors" I mean those consumers who are most likely to make a purchase rather than just cruise around your site and take off for greener pastures. In evaluating the effectiveness of keywords, bear in mind three elements: popularity, specificity, and motivation. 

Popularity is the easiest to evaluate because it is an objective quality. The more popular your keyword is, the more likely the chances are that it will be typed into a search engine which will then bring up your URL.   Popularity isn't enough to declare a keyword a good choice. You must move on to the next criteria, which is specificity. The more specific your keyword is, the greater the likelihood that the consumer who is ready to purchase your goods or services will find you.

Once you have chosen your keywords, your work is not done. You must continually evaluate performance across a variety of search engines, bearing in mind that times and trends change, as does popular lingo. You cannot rely on your log traffic analysis alone because it will not tell you how many of your visitors actually made a purchase. 

This is an essential concept: numbers alone do not make a good keyword; profits per visitor do. You need to find keywords that direct consumers to your site who actually buy your product, fill out your forms, or download your product.

Discard and replace ineffective or inefficient keywords with keywords that bring in better profits. 

Ongoing analysis of tested keywords is the formula for search engine success. This may sound like a lot of work - and it is! But the amount of informed effort you put into your keyword campaign is what will ultimately generate your business' rewards.  

21st Century SEO is a Houston Web Design, Search Engine Optimization SEO and Internet Marketing services firm based in Houston, TX that provides a full range of  web design / web based software across various industries.  We enable our clients to gain a competitive advantage in their markets by deploying our Web Technology and Internet Marketing platforms. Our custom solutions maximize our client’s ROI in web technologies and allow them to capitalize on the ever increasing revenue opportunities of eCommerce / Internet. Our solutions start with web design and include search engine marketing, fully managed hosting and maintenance.