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Keyword Optimisation

June 5, 2023

Keyword optimisation, also known as keyword targeting or keyword research, is the process of researching, selecting, and utilising specific keywords or phrases in a strategic manner to improve the visibility and ranking of a website or webpage in search engine results pages (SERPs). It is an essential component of search engine optimisation (SEO) and plays a crucial role in driving organic traffic to a website.

Keyword optimisation involves identifying the keywords and phrases that are relevant to the content of a webpage and are likely to be used by users when searching for information, products, or services related to that content. By strategically incorporating these keywords into various elements of a webpage, such as the title tag, meta description, headings, body text, and alt tags, website owners aim to increase their chances of ranking higher in search engine results when users search for those keywords.

However, keyword optimisation should be approached with caution and done in a way that provides value to users and aligns with search engine guidelines. Keyword stuffing, which refers to overloading a webpage with excessive keywords in an attempt to manipulate search rankings, is considered a spammy tactic and can result in penalties from search engines.

In recent years, search engines like Google have become more sophisticated in understanding the context and intent behind search queries, moving away from a strict focus on exact keyword matches. Therefore, modern keyword optimisation also involves considering related keywords, synonyms, and long-tail variations to create comprehensive and relevant content that satisfies user intent.

Ultimately, effective keyword optimisation requires a balance between understanding user behaviour, creating high-quality content, and utilising keywords strategically to improve a website’s visibility and attract targeted organic traffic from search engines.

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