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Do your keywords support your site? Unfortunately, the answer is no for many people choosing keywords for search engine optimization purposes. According to Mike Murray of Fathom SEO, people depend too much on tools such as Keyword Discovery, Google Keyword Tool, and SpyFu. These tools can be helpful, but there is also a great amount of research on your part that needs to be done.

There must be a web page to support every keyword. Similar words do not count; they must be exact. Make sure your keywords are a good investment. If you choose the wrong keywords, you’re going to lose money and waste time.

Mike refers to people who do this as “people with their heads in the clouds.” He says people who dream up keywords are not going to have success in their efforts and need to come back to earth and be practical.

Mike suggests looking at the following factors when selecting a keyword list:

-    Keywords in domain name
-    Website analytics
-    Competitors’ rankings
-    Inbound links
-    Where you ranked today, which page ranked, and on what search engine

Also, look for value in your PPC campaign. If someone is paying for a keyword, then it should be taken under consideration for your SEO program as well. It is possible that the same keywords could work for both programs.

Lastly, don’t look at who is ranking number 1 or 2. Look where websites are ranking that are similar to your site. You could be comparing your website, which is operated by 3 people, to a website that is run by a large corporation. Mike recommends first looking at the website’s age, size, and other factors before taking action. You may need to address other issues on your website to compete effectively.

SEO is a long process and the investment into keywords should not be taken lightly. After looking at the above factors, let’s again ask the question: Do your keywords support your website?

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