What is Keyword Marketing?

Margo Upson
Margo Upson

When a person performs a search through one of the major search engines, he typically types in keywords to find what he is looking for. Most regular internet users do not think about this when they type in their query. The results for the search show up on the results page, with the most relevant information typically towards the top of the list. Search engines use the use of keywords to determine which websites are most likely to have the information that the searcher is looking for.

Keyword marketing may be achieved by using keywords in specific page URLs of a site.
Keyword marketing may be achieved by using keywords in specific page URLs of a site.

The act of using keywords to get a web page higher up in search engine rankings is called keyword marketing. Keyword marketing takes advantage of how search engines rate and rank websites, catering to what will get the page higher ranks. There are several ways to use keywords to improve rankings, most of which can be performed easily with little or no experience.

Keyword optimization can help with promoting a web page to a search engine.
Keyword optimization can help with promoting a web page to a search engine.

Before beginning keyword marketing, it is important to know what keywords are. They are the important words and phrases used in website content. For example, a web page about classic muscle cars may have their main keyword phrase be "classic muscle cars," but other keywords may include "classic cars," "mustangs," and just "cars," amongst others. Assuming there are not a lot of other similar websites, a search engine would show this site any time someone searches for those terms.

When developing a keyword marketing plan, the first step is to brainstorm all of the possible keywords you want to use on your website. There are several free online tools available to help generate keywords, and then show you which keywords are searched for the most often. A web page shouldn't have more than three to five keywords, and only one main keyword. After the list is ready, it is time to begin using keyword marketing to improve the page's search engine rank.

The easiest way to use keyword marketing is to use the keywords often in the page's content. The main keyword or keywords should be in the title of the page, once or twice in the first paragraph, and a few more times throughout the page. It should be used naturally, though. Using the word too many times not only can count against your site in terms of rank, but also make it much less likely visitors will read your content.

Another way to do keyword marketing is to use keywords in the "slugs," or specific page URLs (Uniform Resource Locators) of your site. For example, the classic muscle car website has a page about buying cars. The URL of that page might be www.classiccars.com/buying-classic-muscle-cars. When the search engines come across this page, the URL slugs will positively affect the site's ranking.

There are a few less obvious places to use keywords when working on keyword marketing. Using the keywords in meta tags and other areas in the HTML (Hypertext Markup Language) can also improve your site's ranking. This is easy to do, even without previous HTML experience. There are several places to learn how to do this online.

While using keywords in a website is important, using too many, or "keyword stuffing" is never a good idea. It is also frowned upon by search engines. Effective keyword marketing can improve a website's search engine ranking, increasing the traffic that a site receives. Increased traffic can lead to increased sales off of the website, making more money for the site owner. Learning how to use keywords is a simple and inexpensive way to improve a website, and is worth the investment of time to learn how to do it well.

Margo Upson
Margo Upson

Margo has a varied academic background, which has involved everything from psychology and culinary arts to criminal justice and education. These wide-ranging interests make her an ideal wiseGEEK writer, as she always enjoys becoming an expert on new and unfamiliar topics.

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Discussion Comments


David09 - You should also keep up with current keyword densities when you write your articles. Sometimes it varies between two or three percent or less. Doing a little research online will let you know what the current requirements are.


David09 - I would strongly recommend a keyword marketing search tool for anyone who frequently does this kind of marketing. These tools, some free and others subscription-based, will show you the list of keywords related to you search term, how often those words have been used and even what parts of the world these search terms mainly come from.

This will give you a leg up on the competition so that you don’t waste your time targeting keywords that no one is searching for.


Keyword driven marketing is certainly the bread-and-butter of marketing in the Internet age, but I think we should never forget the fact that “Content is king.” Search engines have become a lot savvier when indexing a web page to determine if it contains usable content, or if it’s just keyword stuffed.

Google’s algorithm keeps changing constantly, keeping search engine optimization consultants and webmasters constantly on their toes. It’s very easy for a page to be ranked high one week, and low the next week, if it doesn’t quickly adapt to the newest algorithm.

But again, it all comes back to quality content. The search engines ask the question, “Is this site an authoritative site on the subject?” They will look for articles on your website to answer this question. These kinds of considerations determine page rank. Another useful tool is back links from other articles to your website. You can submit your own articles to free ezine websites and include your website’s link in the bio box at the bottom of the article for example. As people click on the link, that becomes a back link to your site and the search engines look at that to determine your page ranking.

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