Keywords
Keywords are a collection of words and short phrases that potential users are likely to use to search for your service. When you have a good idea of what your main key phrases are you should include these within your Meta Tags and page content. As with the page content, you should be able to change the Meta Tags as and when you feel it is necessary.
All search engines do not work in the same way: this means you need to tailor your approach according to which search engine you want to position yourself on. To achieve a high position on a search engine, it’s vital to understand what makes good key phrases and where to include them on your Website.
Meta Data
Behind every Website are the coded instructions that manage the way the site appears and functions when viewed by a Web browser such as Internet Explorer, Firefox, Opera or Safari.
The code includes additional 'invisible' information called Meta Tags. These include: title, description and keywords. These three Meta Tags all work together with the main content of the Web site’s individual pages and tell search engines what the page is about, including the topic and theme.
Meta Tags are considered to be less significant than they used to be for ranking results; nevertheless, it is better to 'have them and not need them' than 'not to have them and need them’. Please note, there is no substitute for quality content.
The concept of key phrases is still important however, as the search engines’ analysis of the site will be based on the frequency and density of relevant words and phrases within the content of your pages. You will, therefore, need to identify the keywords and key phrases for your business and make sure that they are used properly in your site’s content.
NB. Ensure the key phrases you use are actually being used by your target audience to find your products or services, not what you think they should be using.