Keywords are the words and phrases that people type into search box of a search engine, such as Google, to find what websites that match what they are looking for.
Choosing the right keywords is not about standing out from the crowd and differentiating your brand from competitors; it is about seeding your site with the words, people use to find your products and services. It is very important to put some time and thought into researching keywords. There are some good free tools online such as the Google Keyword Research tool and Word tracker that can help get you started in researching keywords relevant to your business. These tools can be very useful for getting insights about how many users are searching for a given keyword and how much competition there is for the keyword online. This can give you a realistic sense of what keywords you should be using on your website and how effective they will be in marketing your site online.
When you complete with the research part you can develop a simple plan of action for implementing those keywords on your site. For an example you have a website about website design services and based on your keyword research, you came up with the following keywords to target:
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