The world of SEO or Search Engine Optimization is all about helping the search engines find websites with expertise on what the user is searching for. The old world of search engine indexing focused on a series of computer codes that lived “behind the scenes” on your website and had names like meta tags, meta keywords, and meta descriptions. It was considered normal to repeat about 20 of the same keywords over and over on your entire website in order to “tell” the search engines that your website should be on the first page of search results for those keywords. However, this kind of behavior can get your website penalized in the new search landscape – so what do you need to know to make sure your site is ready for the new rules?
Choosing the right keywords
Today’s SEO is all about subject matter expertise. Your first step should be to audit all the keywords you have competed on in the past. If, like most businesses that have internal SEO experts or have done business in the past with an SEO consultant, you have a long list of around 20 keywords, you need to pare those down. Best practice in the new search engine world is to narrow it down to no more than 3-4 topics. For example, you might have a long list like this (if you own a local coffee shop):