Although there are many different factors that can influence how well a web page will perform within search engine rankings, keywords are commonly viewed as the single most important factor. As the internet grows, so does the competition for search engine rankings for popular keywords. Several years ago, by following a simple set of basic rules, it was no major problem to rank within the top ten results for keywords such as investing or MP3 players. However, with the growth of the internet, large companies are putting lots of money into securing their search engine positions. To compete with these larger companies, it can be beneficial to focus on using multiword keywords, such as online investing or online dvd rentals.

Search engines use relevancy algorithms to determine the weight and occurrence keyword phrases within the text of a web page. If a specific keyword or multiword keyword is used within the meta tags but neglected within the actual text of the web site, a search engine will not give the web page a high position within its rankings. Because of this, whether you are using single keywords or multiword keywords, it is important to include them within the meta tags and header tags, but most importantly to focus on using them effectively within articles.

Writing an article around a specific keyword or multiword keyword phrase can require a substantial amount of time and planning. To effectively write a keyword based article, a writer needs to find the delicate balance between using the keyword often enough and keyword stuffing or spamming. Keyword stuffing or spamming is defined as using the keyword excessively or to the point where it detracts from the main message of the article. It is important to consider how the article will be used. If the article will be used for the sole purpose of filling space on a Made for AdSense or similar web site, it is acceptable to use the keyword more often than normal. However, articles for web sites with a large base of readers should be more conservative in their use of keywords.

As with any other article, keyword based articles should follow the basic grammar and structure rules of articles. When writing a keyword based article, it may be advantageous to use a point by point format. This format can allow for the use of header tags, which can be an effective tool to emphasize the keywords and improve the search engine rankings of the web site on which the articles are used. Once again, it is important to consider where and how the articles will be used when determining which structural format is most appropriate to use.