• Search Engine Land, Thursday, September 10, 2009 5:15 PM

Changing keywords can impact Web site performance and page visibility in search engine results, so take a look at results from Web analytics program before making any rash decisions, according to Allison Halter. She provides five tips to consider before changing things up and moving words around.

Align the keyword with the Web site's strategy, Halter writes. Compare user engagement by keyword. Put yourself in the place of the user. Reassess content on the Web site. Analyze the competition. Conduct usability or landing page test to determine the possible feedback from the target audience.

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