Let me tell you a secret I don't often share: I have a magic social media button. This button has only one special power: when I press it, I can immediately give you a million fans, followers or friends. You can choose whether you want this instant audience on Twitter or Facebook or some other site. They would have no cost to you, and you would have all of them overnight. The only catch is that they are from completely random regions and demographics - and I can offer you no guarantee if they know anything about your business at all.
Would you ask me to push that button? More importantly, if I did offer you a million new fans overnight - what would you do with them? Everytime I ask this question, I'm greeted with a similar silence. See, the problem with the math here is that I'm giving you a truckload of UNQUALIFIED followers to your page. For all you know, I might be offering a million steak lovers as new followers for your vegetarian restaurant. Good luck using Facebook to convince them to give up their steaks and go for tofu instead.
Most entrepreneurs have heard of keywords. Some business owners even have a keyword list put together. But time after time clients ask me: "What am I supposed to do with all these keywords?"
I'm going to get to that, but first let me give you the upshot of how and why keywords help your search engine rankings…
Search engines have something called spiders that crawl the Web. These spiders go through your site code, looking for keywords that tell them what your site is all about. Then they report back to the search engine database.