Posted to Ben Finklea's blog on July 24th, 2007

Week 1: The Key to Keywords

Everyone focuses on keywords, but there's a subtle art there that few have truly mastered. "Search is like golf," says Gord Hotchkiss, president and CEO of Enquiro, a search marketer based in Kelowna, British Columbia, Canada. "It's not that hard to do it halfway right and get results. But like golf, there's a whole other dimension to search that almost no one has scratched."

This series provides tips and tricks to getting the most out of your website using keywords. Check back next Monday for the continuation.

Tip #1: Research and Test.

There are plenty of free online tools designed to check the popularity of your word choices and offer suggestions on how to improve. Industry sites such as Overture and Wordtracker have made the process much more efficient. "However, if you don't get the right percentage of click-throughs to impressions, it can cost you time and money," says Pedro Sostre, a Miami-based online marketing pro. You want traffic that converts into customers, not just visitors.