Internet marketing is gaining a lot of importance in the marketing strategies of the companies. The companies have realized the need of having a strong online presence for the business to grow and expand to newer markets. SEO campaigns are used by the companies to have increased visibility which helps in creating a brand image and translating into increased sales. The need for SEO exists because studies have shown that more than 90% of people don’t even go to the second page of the search result, hence it makes sense for the companies to be featured on the first page of the search result for their business to flourish. SEO techniques help to increase the rank of the website which helps the site to be featured in the top most results.
Using the right keywords is the most important thing for SEO since the search results are compared with the strings of keywords; therefore right keywords are required to optimize the search results. The second most important thing for the success of SEO campaigns is the appropriate use of the keywords and its relevance to the articles. Keyword density means the number of times keywords is used in the entire article. Generally, they are measured in the terms of percentage, for instance if the keyword is used 5 times in a hundred word article then the usage of keyword is 5%. The articles can a single keyword or more than one keyword where one keyword is the primary keyword while the others are secondary keywords. The primary keyword can be used around 5% to 7% in an article while the secondary keywords can be used around 1% to 2% in an article.
It is important that the keywords are not used for more than the prescribed number of times because if the keywords are used for more times than the search engine algorithms reject the articles. Moreover, they can even punish the websites by banning them from the search results. It is also important to use the keywords in the relevant places in the article so that it does not seem like the keyword is artificially placed which also creates a bad reputation for the website. The importance of keywords also changes depending upon the place where the keyword is used. It has more value if it is used in the title of the article or the url of the website rather than just using it in the article.