To establish a keyword strategy, identify the top words and phrases for which you want to be found in search engine results and the top terms bringing visitors to your site.
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A website that is well optimized for search engines uses the keywords your potential visitors use when conducting a web search. While you may use a specific set of terms to describe your company, products and services or industry, it is important to understand the terms your audience is using in association with your offerings. Making sure the keywords on your site mirror the phrases your audience is using to help connect users to your site.