Keyword optimization
Thereare two meanings of the phrase “keyword optimiztion”. The original meaningdealt with the use of the keyword metatag. An additional newer meaning is thechoice of which keywords that your paid ads appear with.
Ifyou pay for ads, it makes sense to have those ads placed on keywords that aremost likely to match your website. That’s kind of a no-brainer. And youprobably don’t need to pay an expert to figure out what that kind of keywordshould be.
Theother kind, setting your metatags is almost a waste of time.
Inthe early days of search engines the keyword metatag was intended to let thesearch engines know which topics best fit your web page, on the assumption thathumans would do a better job of figuring this out than machines, particularlyfor keywords that don’t appear in the actual text of the web page or for commonmisspellings.
Inpractice, spammers quickly took advantage of the system, overwhelming the mostpopular keyword searches with completely irrelevant web pages.
Asa result, this method became meaningless. No major search engine gives muchweight (and usually zero weight) to the keyword metatag. Many of the searchengines even count this against your web page, especially if you have alot of keywords.
Webcompanies that promise results from key word optimization know that they arelying to their customers.
NOTE:I do know of several honest web designers who offer this service on requestsimply because it is one of the first things that businesses ask for and it iseasier to just go ahead and perform the useless service than to scare away acustomer by telling them that are stupid.