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There are helping platforms to find the keywords, such as Google Adwords, KEI (Keyword Effectiveness Index) and other, but the best advice is to stick to the keywords that reflect the page and that describe the products the best. It might be a good idea to brainstorm with your colleagues whenever you have a chance and think about new keywords, do research on the suggested and fitting ones and then choose the best keywords for your page. Also, the good news is that the searchers on the web have become more accustomed to the search and are therefore using more detailed search queries. This means that even if the keywords do not match perfectly, if there are some words that match to the content on your page the chances for the visitor landing on your page is slightly higher. This does not rule out proper effort done for good SEO though. 5.2. Google Penalties Google develops their algorithms all the time to answer the demand for more relevant results, faster. As Google has mentioned in their Inside Search post “Fighting Spam”, millions of spam sites are being created every day. And Google continues fighting the spam with their algorithms and by manual review. As Google’s mission is to provide the user the best experience possible, sites which use techniques such as cloaking or keyword stuffing or other sorts of manipulative methods of getting better ranking is bad, for all parties. By doing this the relevant websites get lost in the mass, or in Google’s words, they “get buried”, which is always sorrowful for the site owners who have done things right but their sites end up not easy to find. For the reason of keeping the search pleasant and to be able to give out relevant results Google has developed Google Webmaster tools for the marketers to know what good SEO is. For the violation of these guidelines Google has created penalties for the site owners. I find it important to mention that the rankings going lower due to algorithms are not the same as Google penalties. Google penalties are manual work by the spam team members of Google and are due to serious guidelines violations. 42PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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