On the results pages served up by search engines, the listings contain both titles and descriptions along with the link back to your site. Those words are crucial. They are nothing less than advertising copy. Certainly they must be keyword related - optimized, if you will. But, as the first words that your potential visitors will see, their importance can not be emphasized enough.
Keyword stuffing as an attempt to get a higher ranking doesn't work. Not only is it obvious to the search engine algorithms, it can look unnatural. For instance, "Web Site Design, Web Design, Web Site Design Services and Small Business Web Site Design" is about as human and natural as a frozen meat biscuit (whatever that might be).
Follow the above title with this description: "Web Site Design, Web Design, Web Site Design Services and Small Business Web Site Design by This-or-That Web Site Design Company". Few people would choose that AD (and that IS what it IS) over one that looks, reads and feels human.
The Buying Cycle: Interest
When someone demonstrates "interest", they search in very general terms. Keywords reflecting this phase are typically shorter than for other phases. For example, someone searching for "web design" isn't ready to hire us just yet. They have an interest, which can lead to research, which may resolve in a purchase.
The Buying Cycle: Research
Gathering information about products, services and suppliers would be the next phase a potential buyer will enter. Phrases that indicate someone is researching a product or service begin to focus on the buyer's needs. The search terms "affordable web design", "flash web site design" and "professional web site design" could all be research related.
At e Star, web design is included in our services, but hardly the greatest use of our skill and expertise. While building a successful web site (which offers a return on investment!) is far more affordable than getting a bargain package (which is a a dead expense) we still wouldn't expect persons seeking "affordable web design" to be a good fit for what we do. That points out the value of excluding terms that will waste your resources.
The Buying Cycle: Purchase
Search terms that represent a person in the "buy now" phase can be much more specific, are usually longer, and can include information about the nature of the product or service they believe they need. Someone entering "small business web development", or "small business e-commerce Kansas City" is much closer to getting a web site than the guy who typed in "web design" above.
