In general terms, your primary keywords should focus on your industry and not be too specific. At the same time, they should be open ended enough so that you can derive secondary keyword phrases and still include the primary keywords in them.
For example, let’s say that we have a site that sells “golf breaks”, if you type it on google.com (not co.uk) you will find this page on the first page:
http://www.yourgolftravel.com/
Look at their title on the search results:
TITLE: “Golf Breaks, Golf Holidays, Golf Hotels, Golf Weekends, Golf Tours and Golf Trips in the UK (England, Scotland Wales), Ireland and Europe - YourGolfTravel.com”
That’s too long, they only need:
“Golf Breaks, Golf Holidays, Golf Hotels, Golf Weekends, Golf Tours and Golf Trips in the UK”
Primary: Golf Breaks, Golf Holidays, Golf Hotels
Secondary: Golf Weekends, Golf Tours and Golf Trips
LOCATION: in the UK
So it is important to choose the right keywords, don’t over crowd the title tag or description tag with a lot of words, that will get you in problems, deliver what you offer, focus in your target market and you will increase your ranking on the search engines.
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