Choosing Keywords for SEO
When it comes to optimizing your website, the first and most important aspect of SEO is choosing keywords for your website. Choosing keywords is surprisingly more difficult than it seems. There are three major points to consider when choosing keywords for your site;
Search popularity
Site/content relevance
Competition
When trying to find good keywords for your website, one of the first things you need to consider is the keywords search popularity. The keywords that you choose need to be words or phrases that are searched often. If you choose a word that is never searched then it really doesn't matter how relevant the word is because nobody is looking for it anyways. For example, if your website is about puppy adoptions, you would not want to choose a key phrase like "cheap puppy adoptions" even though it sounds like it might be a good keyword/phrase. That phrase is not searched hardly at all so it is not going to benefit you a whole lot to optimize your site for that keyword; instead it would be better to try something like puppy rescue, or puppy rescue adoption or even just puppy adoption. There are many tools online (some for free, some for a price) that can help you find how much a keyword or phrase is searched.
Keywords cannot only be chosen based on search popularity because you also need to make sure that the keyword or phrase that you choose is relevant to your website content. When writing the content for your website, you need to try and include your keyword or phrase as often as possible without making your content look awkward. In other words, it needs to be a smooth read for your visitors as well as for the search engine spiders. When a search engine spider crawls through your site it is looking for the keywords that you have specified in your meta tags and it is verifying that your site is actually about those keywords.
The third aspect of choosing your keywords is to look at the competition for those keywords. If your website is brand new, or even fairly new, you do not want to choose a keyword that is super competitive (competitive meaning it is searched a whole lot like "real estate" or "web design"). The reason for this is because your goal is to get your website up on the first couple pages of the search engine and there is no way a search engine is going to rank your site first on a keyword that hundreds of thousands of companies are optimizing for. You want to choose a word that is searched often but not too often. Going back to the puppy adoption example, it would be better for you to optimize your content for a word/phrase like "puppy adoption" or "puppy rescue adoption" than a phrase like "dog adoption" or "pet adoption" because these keywords are incredibly competitive and there is no way your website is going to get ranked on these keywords (at least not for a couple years).
As you can see, there is a lot more to choosing keywords than just choosing them and there is also a lot more to search engine optimization than just choosing keywords. You also have to look at your html code, link building, amount of pages/content, etc.
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