The first step in any SEO campaign is to identify appropriate keywords. There are two major classifications of keywords – the infamous ‘long tail’ and core or ‘keystone keywords’. Most often ‘long tail’ keywords are actually derivatives of keystone keywords. For instance, if “search engine optimization” is our keystone keyword then possible long tail variations are “florida search engine optimization” or “high ROI search engine optimization” as well as a plethora of other search terms. In order to optimize a site for long-tail search terms it is critical to choose the best possible keystone keywords.

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