Definition and proper usage of Web page keywords is a critical cog in the search engine optimization wheel. However, determining the most effective keywords is by no means an exact science; but in general, the keywords should reflect the site's main topic or message, while at the same time mirror words or phrases that actual search engine might use. Keywords should be used throughout the site in page body, Title tag, Meta tags, headings, alt attributes, and link anchor.

When defining your keywords, you must attempt to put yourself in the search engine user's position and try to imagine which words and phrases he/she is likely to use when searching for your particular type of Web site. A well-defined and wisely-used set of keywords thus will encompass a fairly limited number of words or phrases actual Internet users might use to search for the site. In general, optimizing a Web page for more than two or three keywords is not feasible.

One way of zeroing in on the most effective Web site keywords is to write down the most obvious keywords for the site; then spend some time brainstorming synonyms and related terms. Another way to find effective keywords is to study the competition. To do so, search the Internet for pages with similar content to yours; then study the keywords of the pages that received the highest rankings.

Keep the following issues in mind when compiling the keyword list

• Be specific
  A Web site's keywords should be as specific as possible. A generic keyword dogs, for example might be featured on, literally, hundreds of thousands of Web sites. More narrowly-defined phrases, such as Great Danes, Great Dane puppies, or Great Dane rescue will narrow the competition and increase the changes of attracting users that are in fact looking for what your site offers.
• Be aware of common misspellings
  Some words are prone to misspellings. Other words exist in multiple grammatically legitimate spellings. In such cases it is worth considering adding one or more of the most common mis- and alternate spellings to the keyword list. For the sake of coherence this practice should be confined to the Keywords Meta tag.
• Focus on geography
  If a Web site has a particular significance to a certain geographic area; be sure to include the location in the keyword list.