Search Engine Optimization, Keywords and Adwords

By Doug Walker

These things seem like magic to people who don’t understand them. This makes it easy for marketing companies to take advantage of website owners desperate for visitors. Some of these companies promise to get page one ranking on Google for your desired keywords without knowing what those keyword are and without having access to your actual website file to make appropriate changes.

On-Site Search Engine Optimization

The fact is “Content is King” and there isn’t a magic, “behind the scenes” optimization trick that can be done to get visitors to your website. An optimized website has keyword rich content that pertains to your business.

There are 6 basic elements of a well-written webpage:

If your content is unique, well written and contains the appropriate elements, your site will do well with Google and customers. I can’t stress the word “unique” enough. You can’t just borrow your neighbor’s content. Google will know and penalize you both for it.


This is an often over-used and misunderstood term. Originating from the meta-tag called “keywords” (see Figure 3) the actual meaning is often confused.

In the past this meta-tag was used to list the most important keywords and phrases on a web page.  The problem is people overused and abused this meta-tag by adding too many keywords and keywords that were not relevant to the website in an attempt to get search rankings. Because of this abuse most search engines, especially Google, have stopped using it in their rankings.

Unfortunately people still think this is the holy grail of search engine optimization. So when they want search ranking for new keywords, they think it is as simple as adding words to a list. But that is not the case. Google now uses the Title and Description and for the most part the page content to determine the “keywords” of your web page. Therefore, your search terms need to be on your website, included in the page content or you simply will not be listed for those terms.



Often thought to be the same as Keywords, Adwords is a Pay-Per-Click advertising program provided by Google to display advertising for desired keywords or phrases. Adwords advertising is displayed on the top and right side of the search results page and marked as Ads. (see Figure 4). You can also advertise on other websites (referred to as Display Network ads), but I would not recommend it.

Adwords advantage:

The cost for a Pay-Per-Click depends on services promoted, target area and radius.

To help you develop an Adword program or look at your search engine optimization contact Doug Walker at 317-507-0073 or email to

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