Keyword tricks and tips - By: Brigette Federico

The world of keywords is one of infinite variety. Think about the English language for a moment. Think about the many variations in spellings for a single word. Then think about all of the ways people commonly misspell that word. This is the world of keywords – essentially the entire English language three or four times over.

Your keyword list for your search engine optimization campaign will necessarily be limited. Although many companies opt to cover a large number of keywords with their SEO, this will still come down to a reasonable list. It's important not to view this list as a concrete thing. The keywords of your SEO campaign may change completely over time, and they will certainly be reordered as they are worked into your content. You can talk to us at SearchEngineOptimization.co.uk about SEO content.

Keyword variations are necessary if you want to catch users when they try different search tricks. Here are a few of the ways internet users manipulate words when searching:

*Word reordering: This is possibly the most frequently used technique when users are looking for specific results. People simply swap the words in their search phrase around, hoping to net slightly different results. If your site shows up in all of them, they are more likely to click. This is one of the oldest tricks in the book, and the search engines are usually fairly smart about un-reordering words, but it doesn’t hurt to have the exact match on your pages.

*Misspelling: Again, the search engines are getting better at catching spelling mistakes and everyone is now familiar with Google's 'did you mean…?' listings. However, the original words still appear below those 'did you mean' listings, and if you have the misspelled keyword somewhere, you have a good chance of appearing there.

*Adding and removing: When internet users don't get the results they want, they will often expand their search term. Almost as frequently, when their long-tail search term has failed to produce the results they wanted, they will reduce the term to its basic phrase. Most businesses opt to cater to both searches if they can, although again the search engines are sophisticated enough to strip back long-tail keywords to their basic components.

*Acronyms, short words and other miniatures: The basic logic of alterations in search terms is that when complicated things don't work, simplify. When simple things don't work, make them more complex. This is why users will often search for the full term as well as its acronym, or why they will strip words down to their basic forms. It's best to include plurals and other forms of your keywords if you are able.

Failing to cover every base doesn't necessarily mean that your search engine optimisation campaign will fail. There are only so many keywords you can reasonably fit on one page. While getting variations into your content is important, it should never take the place of readable text. It's good to find a balance between keyword saturation and good quality content.

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