EXCERPT

INTRODUCTION

Keywords and Keyphrases are an online concept that is rarely an issue offline. Because of this, they are one of the critical differences between Online and Offline that a business owner MUST recognize and understand in order to make the challenging transition from offline to online.

The term Keyword refers to a word or phrase that an Internet user would use to search for online information. In many cases, the web surfer would be using a Search Engine to find the word or phrase. The Search Engine could search the entire internet, as Google does, or merely search a specific website, such a looking for a specific book or author on Amazon.com.

Keyword refers to a general search such as the term *golf club*.

Keyphrase refers to a more detailed and targeted search such as
        *Callaway Big Bertha 08 Individual Iron (Sand Wedge) *.    

Keywords and keyphrases offer insight into what online visitors are looking for, they can provide information about products sought, or information that is needed. They help make up for the minimal interaction between an online business owner and his targeted customer.

Keywords and keyphrases are what drive the external Search Engines, such as Google. In this way, they provide valuable opportunities to get websites and specific web pages seen.

In addition, keywords and keyphrases are what drive the internal Search Engines used by shopping Cart software and Content Management Systems (such as WordPress).                       

KEYWORDS AND SEARCH ENGINE OPTIMIZATION

As an offline business owner, your online web presence is an important way to organically (naturally) rank high in Google in and other search engines.

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