Online BusinessVerbs and nouns, slang and formal, objects—direct or indirect—paragraphs, essays, articles, novels, poetry, scripts, plays…

It’s all about the words; today, even more so. More than any other time in history, we are seeing language being used not just as a communicative device but also as a tool for success. While writers and thinkers have long used them to a certain professional effect, today’s business pros need to understand them if they are interested in seeing success in today’s information age.

If you’re a business pro today, the term “keywords” has likely entered your lexicon at some point. Now, learning about them is one thing, but using them to any effect is something completely different. Too often, businesses today think they can just take certain words, put them into their web sites and online-marketing campaigns, and the business will take care of itself online. This is a misconception, and a potentially fatal one for your business. In order to properly understand and utilize keywords, you have to know what kinds there are and how to use them.

Keywords function in the realm of search engine optimization (SEO) techniques. When people punch words into Google or other search engines, they want to find information that can help them with the brief input they’ve given. Therefore, businesses, when creating web sites and online-content pages, use keywords as an on-page SEO technique for themselves. They hope that the words someone puts into a search-engine interface will match up with the words on their pages. More matches means more potential traffic. More traffic means more potential for business. More potential for business means more cash in the business professional’s pocket. You get the idea.

But there’s a bit more. Knowing what kind of keywords to use is also necessary for business professionals. You need to have competitive keywords for your business’ online content. These keywords, once embedded in your business’ content, can improve the ranking of your web site in online searches and give way to the potential for more business traffic. For competitive keywords, you have to get a keyword program that can help you find and allocate the right words for your content. These programs are often downloadable from the Internet or available from tech shops specializing in online-business operations. They have the ability to input material from your online business and generate the competitive keywords you need.

Long-tail keywords are also valuable to know. Very seldom are keywords effective these days in single-word form. They have to be in phrases or couplets of three or more keywords. These are long-tail keywords, and they help improve businesses’ rankings in specific searches. For example, if you were going to get keywords for your car-parts business, just using “car parts” in the content of your online-business material might not be the best way to go. Your keyword program should give you some long-tail keywords that are more effective—“foreign car parts,” “car parts carburetor,” etc. In the case of keywords, often, the longer they are, the more effective they are.

Finally, always note your keyword density in your online content and business material for your web site. Too often, business pros make the assumption that they should load up their content with as many keywords as possible to help improve their business ranking online. This doesn’t work. It chokes your business performance by saturating searches, creating badly written content and often results in the online-business pages going dead on search engines. When coming up with a keyword scheme for you online material, evenly distribute your keywords so that the entire keyword density is only about 15% to 20% of your entire content—i.e., out of all your words, only 15% of them are keywords. Longer keyword phrases are good, but too many of them in one place are a problem.

Filmmakers study other filmmakers to learn the grammar of cinema. Linguists get down to phonetics and adages to properly understand languages. Today’s online business professional has an obligation to learn the rudiments of keywords and how they work. Knowing about keywords truly puts them on the vanguard of using today’s Internet media as a great business tool.

To get more help on all your SEO, web-site design and Web-traffic needs, e-mail Numero Uno Web Solutions Inc. at [email protected].

This article The Words that Are Key to Online Business Success Vault was originally published at Numero Uno Web Solutions and has been republished with permission.