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resources to do so (time and money), it’s better to focus on more specific keywords to optimize your site. Another key aspect of these long-tail keywords is that they also tend to convert better than broad keywords. The term convert is a marketing phrase that has several meanings (in different settings) depending what has been decided by the website owner. For example, a conversion can be described when users visit an e-commerce website and make a purchase; another example is when users visit a site and signup to receive a newsletter, this can also be considered a conversion. In a search example, a user searching for the general keyword vacation may or may not be looking to purchase a vacation package or vacation deals. But a user that types “2012 all inclusive spring break vacation packages” into the search engine, we can infer from the search query that there’s a higher probability that the user knows what he or she is looking for and is ready to buy, provided that the search engine displays relevant page results that match the query. Thus, knowing this about keywords and how important it is before embarking on any SEO strategy, the next step is to start the keyword research process so we can identify the keywords that will be used for optimization of the experimental site. 4.3.2 Keyword Research Process This section explains the keyword research process; as stated, it can be considered the most important part of the SEO process because it is here that keywords are discovered and identified to be used in your search engine optimization efforts. Selecting the wrong keywords, those that are not relevant to the theme of your site or worse, those that people are not searching for, can negatively affect your SEO strategy. You may implement SEO techniques perfectly on your website, but if you have selected the wrong keywords you will be sending the wrong visitors to your site, or none at all. So it’s crucial to execute an effective keyword research from the start. Keyword generation tools such as Google’s Keyword Suggestion Tool (KST), Keyword Discovery, and Wordtracker can help you discover relevant keywords for your website; these tools will also help you research, analyze and select potential keyphrases. And even though these keyword generation tools can provide you with thousands of keywords, each page of the site should be optimized for only one or two closely related keywords. The goal is not to generate thousands of keywords, but rather a shorter and more focused list of keywords that are relevant 57PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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