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How well selected keywords lead to priceless results for your visibility

Grace Kelly, Jacky Kennedy, Audrey Hepburn ... they all favored a discreet accessory as the finishing touch for their wardrobe: an unobtrusive necklace of natural pearls.

Its effect on them was always stunning. Not in the least because it is priceless in all its facets.


Now replace 'pearl necklace' by 'keyword phrase'

Got the message, don't you!?

Well-chosen keywords, carefully selected out of hundreds of words and their synonyms, well-crafted in a 'phrase' composed out of two or three of these words, will have the same stunning effect on the search engines' spiders.

To them, these 'pearls' are the touchstones of your content, a supplementary guarantee.


For the search engines' spiders keywords are ... key

Spiders scan your pages before indexing them to make them available on the web. They go after select words that mirror the content of a page.

If they find these words, you can be sure to increase the chances that your gallery's site will draw the search engines' attention faster.


You want your gallery's site to at least 'show up' on the web, don't you?

If you are serious about your web presence, you have to first focus on your visibility. And you obtain it, from the start, by presenting well-structured pages and keyword rich content from the start.

Despite all the rumours and fluff to the contrary, keywords provide a solid base that corresponds to the expectations of the engines who are the gatekeepers of the web.

You may think this is outdated information because you were been told that keywords no longer influence the search engines. Well, that is true related to 'ranking', showing up early in the first result pages.

But the search engines still scan and index pages so they can be picked up during searches.


Keyword search is definitely worth your efforts

With the recent success of blogs and social media you may think that you have to concentrate most of your efforts on these two areas. Incoming traffic from these 'fringes' will affect your visibility for sure.

But keep in mind that the majority of people that are new to the contemporary art world, and the web in general, still start their quest via the search engines.

Yes, despite the specialised art gallery portals, art directories or other tools.

So yes, keyword research still is a vital part of an effective web marketing approach.


How do you proceed to find the keywords you need?

Specialists cull through thousands of pearls to find a sufficient number of perfect pearls to compose a subtle, balanced necklace. You have to follow an identical procedure to find the keywords that will bring you better visibility.

By culling through words, their synonyms and alternatives you should compile one or two keyword phrases per webpage based on the words that should give you a maximum visibility for that page.


Take me there


Some free keyword research tools and software to help you get familiar with keyword search

  • Google keyword tool:
  • Google AdWords keyword tool:


For Windows people only (Mac users need the Boot Camp utility)

  • Web CEO keywords:


Lost? Dazzled? Blown away?

No need to. The search engines are perfectly aware that most site owners feel lost at the start of what seems 'Mission Impossible'. They offer you free tools to help you get familiar with the concept.

All tools offer you synonyms, related keywords or keyword phrases you couldn't possibly imagine. This is the real core of keyword search: these suggestions are based on the search terms people look up on a subject.

To offer you even more guidance some tools specify the popularity of each term, monthly search numbers, the search volume estimate, etc..


Get familiar with the concept first

For example: you may think your audience looks up 'contemporary' as a keyword or phrases as 'contemporary art gallery'. In fact these terms appear less frequently than 'private art gallery'.

Surprised? I can imagine. It is one out of many insights keyword search delivers.

After a first tour you will already have a more precise idea of what keywords you could insert in your pages to attract more targeted visitors.

Once you are at ease with the concept, you should opt for a topnotch solution to discover even more opportunities.

I will come back on the subject in a next article. It takes time to get familiar because you also have to learn to read the minds of your visitors.


Develop a sense for your visitors

Top jewelry designers compose their masterpieces with the women that will wear their designs in mind. Likewise, the better you can 'feel' your target audience , the better results you will have.

A lot of gallery professionals are so focused on their gallery's site showing up in the search results that they forget their audience. You have to concentrate on the keywords your audience is likely to use and optimize your keywords to meet their needs.




Next step: discover more web marketing hints. Optimize your gallery site using easy-to-implement tactics to reach out to new audiences.



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Article written by Luuk Christiaens