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When you use a search engine, you type in a word or phrase and click the search button. The search engine then looks for this word in its index. The word what you type in it is called Keyword for the SEO purpose.
Suppose you typed in Cheap Projectors. Typically, the search engines follow the following way to find the most relevant search results for you:
Pages that contain the exact phrase Cheap Projectors.
Pages that do not have the phrase Cheap Projectors, but do have the words in different places on a page such as it could be like, we sell projectors in cheap and affordable prices.
Pages the words somewhere in the site, though not necessarily close together.
Pages that have links pointing to them in what the link text contains the words Cheap Projectors as an anchor text.
Pages that have links pointing to them with the link texts containing the words Cheap Projectors and they are not close together and may be somewhere in the link texts.
The process is actually a lot more complicated, but the above explanation gives you the unique ideas how the search engines find information for you. Well, search engines actually do not have any written confirmation that they follow as I have explained above, but I have learnt the above from my research and experience. You can trust me on that and follow my advice. However, when search engines are considering the keywords in the web page, they also look at the following in terms of valuing a keyword or phrase in a page:
Bold Text or Texts
Italicized Texts
Bulleted Lists
Texts Larger than Other Texts on the Page
Heading Texts (<H> tags)
Well, if search engine do not see your site is related to the search term of the keyword, it is not going to rank your page for that keyword. It depends on the website of yours including its title and descriptions.
Picking up the right keywords bring success and more traffic for your business. That is what you want after all. So if you don't pick up the right keywords, you are not going to get your targeted traffic. For this reason you will need to research and pick up the right keywords related to your website. You will then have to create or amend your site according to those keywords what you're targeting to rank for.
If you do not have the keywords in your web page or do not have any links pointing to your website with those keywords, you are not going to rank for those keywords. In most cases, considering the competition, you will need to have the keywords written in your web pages and contents as well as having so many links pointing to your website with those keywords being used as anchor texts.
For an example, your site is called www.projectorsite.co.uk and your targeted key phrase is cheap projectors. If someone searches for projectors typing cheap projectors in the search engine, you will not appear in the search result, because you do not have anything mentioned or written in your web page with that key phrase. Not only that, but also you do not have any links pointing to your website saying Cheap Projectors in the anchor text. But if you do have those words explained in details in your website and your tiles and descriptions match with them you are one step ahead of your competitors. If you have a few links containing those words pointing to your site, you are even more closer to get ranking, it could be higher ranking than your competitors considering how many links your site has pointing to it and how old is your site.
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