Look at your Log Files. Log files can be a good way to determine what your audience is searching for and what keywords you should use to draw users to your content.

Log files

• Capture the "exact phrase" that searchers entered.
• Give insight into the number of words searchers are using.
• Provide a rich source of keyword data.
  

Remember, log files only show the keywords that have brought users to our site. They don't show you the unsuccessful keywords that didn’t bring users to your site.

Target Variations of Your Keywords

Be sure you target your content to address the following:

• Variant spellings
• Slang, acronyms, and abbreviations
• Plurals
• Synonyms

Evaluate Your Keywords

Keywords may have multiple meanings."Accessibility" might mean "handicapped access" or "website monitoring." "Chips" may refer to the snack food or computer part.

Pay attention to keywords used alone or combined with another word. For example, "passport" by itself is likely a search for information; "passport" searched with a location is likely a search for services. Keep this in mind when choosing keywords for a page.