Single keywords are much more commonly entered by web users, which
makes them more difficult to target effectively than multi-word
keyphrases. Unless the single keywords are highly unique, your best
results will be achieved using key phrases.
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If you target plural versions of your keywords or phrases, you'll
get hits from people searching for the singular and plural versions of
those words.
Use that Thesaurus!
As part of your brainstorming for appropriate keywords and
keyphrases, try using a thesaurus to find similar words. There are
helpful thesauri online (you might start at Thesaurus.com), but see
also the Search Term Suggestion Tool, and Wordtracker.
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Pages that rank well in search engines tend to focus on specific keyphrases that usually appear in the HTML <title> element, <heading>
elements, breadcrumb navigation links, product names and descriptions,
and cross-links. (Shari Thurow, Top Five SEO Design Mistakes, ClickZ
(September 27, 2004).)
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Identify the top two or three keyword phrases that potential visitors
would use to find your web site, then write 200–250 words of homepage
text that utilizes those keyword phrases—not the other way around.
Follow this approach as you create content for other web pages, too. As
noted above, keep in mind that titles and headings are considered more
important than other content by some search engines, so consider this
as you optimize your content. We'll discuss the topic of optimizing
your markup for search engines in just a moment.
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Search engines use a page's structural markup as a guide to rank the
relative importance of its content. It's important to include keywords
and keyphrases within your web pages—especially your homepage—and to
place them within certain markup elements. Providing content that is
relevant to your target audience will, naturally, help your search
engine rankings, especially if you intentionally make strategic use of
appropriate keywords and keyphrases. Use the checklist below to help.
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Keyword and keyphrase research results can play an important role in
the words and phrases you use within your web site's information
architecture. For instance, you might use keywords and keyphrases in
your global and local navigation, your category labels, page <title> element text, <heading> element text, and internal links.
Using these terms in conjunction with the checklists from Chapter 5, Web Site Usability:
Focusing on the User and Chapter 7, Information Architecture not only
helps your web site visitors find information more readily-it helps
your site achieve good search engine ranking, too!
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Currently, creating keyphrase-rich text for your web page <title> element is critically important, because nearly all search engines give the <title> element's text a lot of weight. Create each page's <title>
element text to reflect the specific content of that page, using
keyphrases that people might type into search engines to find your web
site.
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Choosing Keywords 
