Analyze and add the related keyphrases used by those highly ranked webpages. To find the related keyphrases, review each page's title, description, and keyword "meta tag." You can view this information through your web browser. Selecting "View" will cause a drop-down menu to appear. Choose "Source" if you are using Internet Explorer or "Page Source" if you are using Firefox. A text page will appear with the title, description, and keyword meta tag information.
Consider this source code from the Donate Life organ transplant advocacy website (organdonor.gov):
<meta name="developer" content=""> <meta name="keywords" content="organ, organ donor, organ donation, organ transplant, organ transplantation, donation, transplant, donate life, tissue, tissue donation, tissue donor, tissue transplant, tissue transplantation">
If your organization also promotes organ donation, you would want to consider using the terms "organ," "organ donor," "organ transplant," and some of the other keyphrases listed in the source code.
If any of the meta tag keyphrases from a related site are applicable to your cause, add them to the growing master list. Don't worry about the bulging size of the list; you'll prune it later.
For additional ideas, engage in the online communities that discuss your cause. Use keyphrases to search for news stories on Google News (news.google.com) or Yahoo News (news.yahoo.com). Find forums that discuss your topic by entering your keyphrases at findinforums.com. See what people are talking about, and take note of the language they use. Join discussion groups and subscribe to newsletters about your topic by visiting Yahoo Groups (groups.yahoo.com) or Google Groups (groups.google.com). If you immerse yourself in online communities, you'll be better prepared to recognize effective keyphrases.
