http://www.bruntech.net.au

Most website owners talk about their most important keywords, but very few really do anything about them.

Those often overlooked search terms, that are so important to a website's placement in the search rankings, are a vital component of any search engine optimization (SEO) effort.

Without keywords for the search engines to index, there is literally nothing to find in the search engine results pages (SERPs). Keywords are the function of the search engines. As a result of those searches, the most important keywords are what lead potential customers to your web pages. Take care of your keywords, and they will take care of you.

The importance of keywords to a website is felt in two ways. The first area of consideration, when writing the on page and off page content is keyword placement on the page. Where the keywords are located is important, to varying degrees, with the major search engines.

The second area of importance for keywords is their density on the page. How many keywords appear on the page, makes a difference to the entire search engine algorithms. The choice of which keywords to target on a page is often of vital importance, especially for highly competitive keywords.

Each search engine, from industry dominant Google, to Yahoo, to MSN/Bing, to the various other search engines, has a different keyword calculation. Some search engines permit heavier keyword numbers and density on the page, while some like Google, have much stricter allowable density levels. The placement of keywords, in any number of locations on the page, has different results in the various search engines as well.

Consideration must also be given to such additional on page keyword modifications as bolding, italic, and actual keyword type size used. Other factors include the use of page titles, and their relative importance to the various search engines, as keyword delivery vehicles.

Consideration has to be given to the incoming link anchor text to a web page. Any linked off page content is, in fact, part of the receiving page's total content.

Taking into consideration, both the placement and density of a web page's keywords, will pay dividends for any website owner. Fortunately, keywords can be used in such a way as to propel a site higher in the search engine rankings.

While there are certainly no magic formulas, a few common sense ideas will pay off for most web pages.

Targeting keywords

When planning which keywords to target on a page, a plan of action should be the first step. Be sure to choose only one or two keywords, for the focus of your efforts. In highly competitive keyword situations, no more than one keyword should be the topic on any page.

Keep the long term goal in mind, of ranking high for a particular keyword or keyword phrase. To score highly for that selected search term, a concentrated effort is essential. Think one keyword, with accompanying phrase, maximum for each page. In a competitive search field, the single keyword approach is the only one worth employing, if you want to rank well at all.

The site's home page and internal pages should have slightly different focus, but should be created with the overall goal in mind. This is especially important for highly competitive keyword situations. Often a series of pages, each one supporting the others in an overall theme, is necessary to provide added keyword power. Since low, medium, and highly competitive keyword conditions require differing strategies, they need individual consideration.

For lower competitive search terms, there is no real need to concentrate a page's entire effort on a single keyword. In fact, it might not be the best practice in that case at all. A website owner can target two or even three low competition keywords on a page.

With few webmasters targeting those search terms, the page can be focused on all of them, ensuring the page be found by many different searches. Of course, not all keywords are that easily optimized.

Moderately competitive keywords comprise perhaps the largest category of search terms. A helpful practice, in the case of medium level difficulty keywords is to use them all on the home page. By placing the keywords front and center on the website's home page, they become the focus of several themes on the site.

Each targeted keyword should then be provided with individually linked, and theme clustered internal supporting pages. By providing additional theme and topic related pages, the keywords are given extra support, and overall on and off page density.

For highly competitive keywords, much more concentrated effort must be applied, to the highly sought after search term. In heavy competition, only one keyword per page may be targeted. Any more than that, and the page's keyword focus is lost. The entire effort of that page must be on that one all important search term.

Many additional focused pages, perhaps even starting on the path to an authority site, must also be created to support that highly competitive keyword as well. The object is to create a powerful website theme, built around that single keyword. Anything less and the site will not be able to compete for that term at all.

Regardless of the level of competition, it's a good idea to become dominant in as many search terms within the site's topic as possible. Once top search rankings are achieved with an important keyword, move to the next one. The more keywords are controlled, the more paths are available to enter the website, resulting in huge increases in visitor traffic.

Here are five effective Social Media Optimisation (SMO) rules that you can implement immediately when preparing your content for future social media campaigns:

MAKE YOUR SITE LINKABLE - also known as increasing your linkability, make it easy for outside parties and social media sites to link to your content. This can be done in a variety of ways, the easiest being to establish a blog on your site. If blogs aren't your thing, maintaining free white papers, content-rich articles and resource pages that contain lots of useful links in one place, are great ways of increasing the linkable nature of your website.

MAKE BOOKMARKING & TAGGING EASY - adding bookmarking buttons has been around for awhile. Go beyond this, though, by including a "delicious this" text link at the bottom of a post, and a Digg button near the top of the article. This format has been shown to be the most effective for generating votes for your content.

START PARTICIPATING TODAY - join the conversation on your site or in your site niche today. Start blogging on your own or make it a point to visit leading forums that target your audience and join the discussion . Answer some questions, provide some needed advice, and drop some "buzz" about your site at the same time; you won't be sorry.

REWARD HELPFUL USERS - helpful or valuable users to your site that contribute noticeably to the site's content and audience should be recognized and rewarded. This can take the form of a simple PM thank-you or a note on the forums themselves. The result of this is two-fold: you keep these valuable community members on your site, and you gain vocal champions of your site to outside members and sites they in turn visit.

REWARD INBOUND SITE LINKS - obviously the more inbound links your blog and site can generate, the better. This is still the singular method by which a site rises in the search rankings. Reward linking sites by providing them a permalink to use and listing them on your site in return. This simple act of acknowledgment provides the return gift of visibility and is never a bad thing.

The role of social media promotion to drive content is a continually expanding field. Even an examination of the main sites referenced above doesn't begin to cover the viral social content impact of such popular social media mechanisms as YouTube videos or Flickr photo slides and galleries.

If planned and implemented correctly, social media promotion can be invaluable. The site visitor is in command, so why not start building a relationship with them, even if it's on their terms?