For the company, choosing the right keywords is very simple. In principle, it should be optimized according to which words people search most frequently and which words are most closely related to the company. One way to evaluate the popularity index of search words is to use the online keyword tool, which aims to evaluate which words are used the most. Google keyword tools and SEO book keyword suggestion tools can help you. They will advise you to use related words that you may not think of. (Figure) The ultimate goal of search engine keyword suggestion tools is to optimize the words that bring the most traffic and are most closely related to the content provided by your website. No matter how actively you seek optimization, if you optimize your website for words that no one enters the search engine at all, you won't bring any traffic to the website. Therefore, before doing any other work, we should carefully select a few related and concerned words for optimization. Second, pay attention to the title tag and URL. Experts believe that the title tag should be the focus of search engine optimization. Search engines regard the text in the title tag (that is, the text that appears in the browser tab bar) as the most important element on a web page. Therefore, you should add your own keywords to make each title tag on the website unique. Some experts suggest that these labels should be regarded as the titles of hundreds of books that have been published, hoping that potential customers can find them: "If you give them the same name, no one will know that they introduce different contents." Many years ago, many people thought that the URL structure was irrelevant, only the actual content of the web page was very important. However, the current search engines all think that the keywords in the URL are very important, as important as the keywords in the web page itself. Although most publishing systems use keywords in URLs, some systems use simple URLs by default: such URLs consist of numbers instead of keywords. So it will take some time for keywords to become part of the URL structure. A clear URL is not only helpful for search engines to understand, but also helpful for users to understand.