Articles > Choosing Web Site Keywords
A keyword is a word or phrase that someone might enter into a search engine to find your site. Since every page is indexed individually by the search engines, the best strategy is to target each page to one or two specific keyword phrases.
When choosing your phrases, make sure you aren't aiming too high. To optimize for a phrase like "Mortgage Lender " is a tall order--which is why it would be well advised to optimize for "Your City Mortgage Lender " instead.
Think about all the other ways people could phrase their searches - "Mortgage Company " for instance, or "Home Loans." To see which ones are most likely to be used, use a tool like Overture's Keyword Tool or WordTracker.
