Keywords and phrases are the words that are entered by people using search engines. When optimising a website for SEO (search engine optimisation), it is important that the keywords that are being searched for are included within the websites content. By doing this, this will help your website position within the search engine results pages (SERPs).

There are many websites out there that will assist you to choose the correct search terms and phrases for your website, for example Word Tracker or Overture. Such websites, enable you to view keywords and phrases that are search for in related to your websites topic.

If the correct keywords/phrases are chosen, this can help drive traffic. For instance, if a few niche keywords are selected, this will help drive targeted traffic. The niche keywords are much less competitive and therefore your website will rank higher with a lot less effort.

This procedure is simple, however can help maximise SEO effectiveness and is critical to success of the business. By selecting the keywords or phrases, you can help drive traffic to the sites that are actually looking for what your site offers. I'm sure you have all heard of the 80/20 rule, and the same applies with your websites sales figures. 80% of your sales will by created by 20% of your keywords.