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Search Engine Optimization: Basic Concepts of Keyword Selection

In Search Engine Optimization, choosing keywords is the stepping stone. Success in Search Engine Optimization will depend on the keywords crafted for the title, meta-description, images, and text content among others. But be cautious in selecting because injecting inappropriate and too many keywords will downturn your site’s relationship with the users and the search engines.

Speaking of relationship, this is just an additional thought: Search Engine Optimization is currently considered as a Public Relation tool of Marketing Communication practitioners. Why? Just like the usual definition of Public Relation, Search Engine Optimization or SEO is a planned and sustained effort to build and maintain relationship of your company’s website, which represents the personality and identity of the business, to its users and the search engines.  SEO heightens the visibility of the website on search engines for the benefit of the target website users.

Here are some basic concepts that you, as an SEO beginner, ought to know about selecting keywords or phrases for Search Engine Optimization:

Note: we will use a mock business as a reference for the three examples given below. The company is a bakeshop in Tokyo, Japan that forwards bread, pastries, and cakes. However, the main products are those that are flavored in chocolate.

1. Your keyword is your company

Keywords for Search Engine Optimization should describe your company, its products and offerings. The keyword will talk about the business and what it can provide to the market.

Example: Japanese bakeshop, Japan pastries, bakeshop in Japan, cakes Japan

2. Get specific

If your marketing goal is to embrace the target market in a certain area, then put the location in your keywords. Indicating the business area is also significant if the place is popular in that service or goods. Aiming to be known in the specialization of the business? Put it also in your keywords.

Example: Tokyo Japan bakeshop, cake Tokyo Japan, chocolate pastries Japan, Japan chocolate bread

It is meaningful to employ targeted key phrase. Optimizing Tokyo Japan bakeshop will automatically optimize the keyword Japan bakeshop.

3. Know the synonyms and its variation

Online users have different “search” behaviors. Anticipate that they will input different yet synonymous term with respect to your keywords. Others might also type the plural form in their search query. Do also consider the shortened form of your keywords.

Example: Tokyo Japan bakeshop is synonymous to Tokyo Japan bakery

cake Tokyo Japan to cakes Tokyo Japan (s is added in the keyword cake)

chocolate pastries Japan to choco pastries Japan (chocolate is shortened)

4. Keyword Competitiveness

There are two criteria in determining how keywords rank well in search engines. First, are your keywords commonly employed by your niche? And do your keywords widely utilized by various websites? Keyword search tools such as Google Keyword Tool and WordTracker can help you in this aspect.

5. Distribute your SEO keywords or phrases

You can not simply integrate all your keywords in one web page. Homepage is not the only page in your site. Distribute your target keywords in the inside pages (About Us, Services, Products, Contact Us). Keywords that express about a specific product, e.g. Japan chocolate bread, should be optimized for the site’s Products page. Focus on one key phrase or few related key phrase that perfectly describes the page. Do not assume that you can have a quality Search Engine Optimization by trying to consume multiple keywords in a single web page.


Words for Search Engine Optimization are not sentences and paragraphs. Retain the ideal keywords or phrases. Hold on the relevant words to your company and products. But keep in mind that your current place in page 1 is not for good. Make effort to maintain your rank. Keywords for On-page Search Engine Optimization are just half of the battle. These keywords maximized for Off-page Search Engine Optimization will fill the other half of SEO.

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