There are several things to consider when choosing keywords, phrases and meta tags. The most important is to put yourself in the shoes of the type of visitor you want to attract. Make a list of what kind of keywords or phrases they are likely to search on. This requires you to separate yourself from your product, service or website and think like the average Joe who might want to find you, but knows nothing about your site. It's a good idea to ask friends or co-workers what words they might type in to find your site, or even have them go to a search engine and tell them to try and find information on the topic your site happens to cover. Watch what words and phrases they use.

  Target the wrong keywords and all your efforts will be in vain. Choose the right keywords, and you'll see your traffic skyrocket. Therefore, think long and hard on what keywords people are likely to use to find you. Make lists of keywords and then combine them into two or three word phrases.

  For example, you rarely want to target a single keyword since there are billions of words indexed on the Web today, generally one word simply won't cut it. People learn quickly that if they type in "Real estate" that they get listings for Real estate from all over the world! Now, it would be nice if you popped up exactly where you want to be by using one of these extremely broad keywords; however, a better use of your time is to pair the generic keyword with something more specific. You might get lucky and rank well on just Real estate since it's in your page too, but if not, at least you'll rank well on "Boston Real estate," which will be far less difficult to achieve a top 10 or top 20 listing for these keywords will also bring you far more qualified prospects.

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