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Taking Advantage of Organic Keywords
We’ve already covered brief information about organic keywords. As you may remember, organic key-
words are those that appear naturally on your web site and contribute to the search engine ranking of
the page. By taking advantage of those organic keywords, you can improve your site rankings without
putting out additional budget dollars. The problem, however, is that gaining organic ranking alone
can take four to six months or longer. To help speed the time it takes to achieve good rankings, many
organizations (or individuals) will use organic keywords in addition to some type of PPC (pay per
click) or pay for inclusion service.
To take advantage of organic keywords, you first need to know what those keywords are. One way
to find out is to us a web-site metric application, like the one that Google provides. Some of these
services track the keywords that push users to your site. When viewing the reports associated with
keywords, you can quickly see how your PPC keywords draw traffic, and also what keywords in
which you’re not investing still draw traffic.
Another way to discover what could possibly be organic keywords is to consider the words that
would be associated with your web site, product, or business name. For example, a writer might
include various keywords about the area in which she specializes, but one keyword she won’t nec-
essarily want to purchase is the word “writer,” which should be naturally occurring on the site.
The word won’t necessarily garner high traffic for you, but when that word is combined with more
specific keywords, perhaps keywords that you acquire through a PPC service, the organic words
can help to push traffic to your site. Going back to our writer example, if the writer specializes in
writing about AJAX, the word writer might be an organic keyword, and AJAX might be a keyword
that the writer bids for in a PPC service.
Now, when potential visitors use a search engine to search for AJAX writer, the writer’s site has a
better chance of being listed higher in the results rankings. Of course, by using more specific terms
related to AJAX in addition to “writer,” the chance is pretty good that the organic keyword combined
with the PPC keywords will improve search rankings. So when you consider organic keywords, think
of words that you might not be willing to spend your budget on, but that could help improve your
search rankings, either alone or when combined with keywords that you are willing to invest in.
Avoid Keyword Stuffing
Keyword stuffing, mentioned earlier in this chapter, is the practice of loading your web pages with
keywords in an effort to artificially improve your ranking in search engine results. Depending on
the page that you’re trying to stuff, this could mean that you use a specific keyword or keyphrase a
dozen times or hundreds of times.
Temporarily, this might improve your page ranking. However, if it does, the improvement won’t last,
because when the search engine crawler examines your site, it will find the multiple keyword uses.
Because search engine crawlers use an algorithm to determine if a keyword is used a reasonable
SEO Strategies
Part II
04 1 9:35 70

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