Search engines matter. They send traffic to your website. Use them well and they send very targeted traffic to your website. Targeted traffic turns into customers and repeat visitors. This means it’s not only where you're placed on the search engine rankings, but the keywords you use as well. You want to make sure you’re attracting targeted traffic to your site.  
  
The world of search engine optimization and keyword development can feel overwhelming. It seems there’s a lot of information to learn, know and use. However, when you drill down, it’s actually quite simple. You want to optimize your website for a few primary keywords. These keywords ideally will have an acceptable amount of demand and supply. They’ll also be keywords that your audience is likely to use to find your information.  
  
Then you optimize your pages for those keywords. You also choose some secondary keywords to support the primary ones. These may be keywords with less demand and less supply. However, they’re still keywords your audience is using to find your information.   
  
How do you use these keywords? Content, content, content. Content gives the search engine spiders something to index. It also provides material that others may link to. This is an important part of SEO.   
  
To help you manage and master your SEO efforts, there are literally thousands of various tools and gadgets. Some of these tools help you check the keyword density on your web page. They make sure your keywords are represented enough to help but not so much that your content reads poorly. There are also link checkers, keyword research tools, and so on. Here are four SEO tools you might find useful.  
  
Keyword suggestion tools - This is where it all begins. Keyword suggestion tools help you learn and research your primary and secondary keywords. The most common of these tools is the Google AdWords tool. It’s free and quite useful. There are also keyword tools that you can pay for. They offer a bit more information than the Google tool.   
 
Ranking checkers - Ranking checkers help you determine where you rank for various keywords and search engines. It’s a great tool for setting goals and tracking your progress. For example, you might set a goal to move up two pages in the rankings using article marketing. You can use a ranking checker to test and track your success. (You can also check to see how your competition is doing.)  
Link checking tools - Link checking tools help you determine the effectiveness of your back links. You can learn who is linking to you and how popular their links are. Again, you can also check to see who is linking to your competition. There are some basic, free tools that provide basic information. Or you can hire a service to analyze your back links for you.   
  
Keyword density tools - These tools can analyze a page or your URL for keyword density. There are a number of keyword density tools. Again some are free and some are paid tools. If you’re going to pay for this service, make sure it analyzes keyword phrases and not just one or two word keywords.   
  
New SEO tools are being developed every day. Take advantage of these resources to strategically position your business. The easier it is for your prospects to find you, the faster you’ll achieve your business goals.