by Dan Dixon, Web Reach Consulting
OK. So you know what a keyword is. It's the word you want to rank for at the top of Search Engine Result Pages. Easy enough; just put that word in a couple of places on your website, and be home in time for dinner. I hate to be the kill-joy, but sit back down, get out your pocket protector, and get ready to geek out on some data. The process of finding the best keywords is time-consuming. Here's a few tips to get you started on your research.
Broad keyword searches for more general, one-word search terms typically represent people who are still in the research phase. They are still trying to figure out what they're looking for. In contrast, a person who types in red patio umbrella knows exactly what they want. They just need to find the right venue to purchase that umbrella from. Another thing to consider: it's useless to have a keyword that no one is searching for, so be careful about getting TOO specific. Even if you have red polka dot patio umbrellas for sale, no one is searching for the term 'red polka dot umbrella'.
The idea is to collect as much data as possible on potential keywords and then select the best words with the lowest competition, but a significant search volume.
With both Google and WordTracker, the keyword suggestions are generated from actual searches done on search engines. As you are beginning your keyword campaign, try to start small, so you can manage all the data you are collecting. Set achievable goals so that you can be successful without being overwhelmed. And remember, finding the most relevant and competitive keywords is the first step in building traffic for your website.
OK. So you know what a keyword is. It's the word you want to rank for at the top of Search Engine Result Pages. Easy enough; just put that word in a couple of places on your website, and be home in time for dinner. I hate to be the kill-joy, but sit back down, get out your pocket protector, and get ready to geek out on some data. The process of finding the best keywords is time-consuming. Here's a few tips to get you started on your research.
Selecting Strategic and Conversion-Focused Keywords is Critical for SEO Success
It is necessary to have the right keywords to have a presence on the internet. If you have a new website, or a site that is not optimized for search, it is especially important to incorporate keywords so that potential customers can find your spiffy new website. Choosing strategic keywords will involve a few steps. First, brainstorm all the words you think might describe your business and your product. Ask friends and customers how they would describe your business. Remember that people who are searching may not know the professional and technical language that you do. Next, come up with a list of words that can make your original set of keywords more specific. These are called keyword modifiers, and they can significantly lower the competition of your keywords and increase the relevancy.
Keyword Phrases and Adding Modifiers
A single keyword that represents your product is going to have a high competition. Some single words have higher competition than others. For instance 'magazine' has over a half billion search results in Google, and 'umbrella' has a mere 37 million search results. But here's the important part, 'red umbrella' has about 300,000 search results. 'Red patio umbrella' has just 200,000 search results. That's a pretty significant change from 37 million. (When doing your research, be sure to include the quotation marks around the search terms. This will show the competition for that exact phrase). The longer and more specific your keyword, the less competition, and the greater the relevancy. And the best part, long tail keyword searches are done by people who are farther along in the buying cycle; people who know what they are looking for.Broad keyword searches for more general, one-word search terms typically represent people who are still in the research phase. They are still trying to figure out what they're looking for. In contrast, a person who types in red patio umbrella knows exactly what they want. They just need to find the right venue to purchase that umbrella from. Another thing to consider: it's useless to have a keyword that no one is searching for, so be careful about getting TOO specific. Even if you have red polka dot patio umbrellas for sale, no one is searching for the term 'red polka dot umbrella'.
The idea is to collect as much data as possible on potential keywords and then select the best words with the lowest competition, but a significant search volume.
Selecting Keywords for YOUR Business
Your business is unique, and the type of site and product offered will determine the number of keywords you need to optimize for. The good news is there are lots of free tools out there to help you collect data. Researching search terms to find the best keywords will provide the added bonus of helping you get in touch in with your customer base and their search habits. For example, Google's free keyword tool, will not only give you data on the term you are looking for, but it will also suggest related keywords and give you data on those words. It is a great resource to help you generate keywords you might not have thought of. Another great free tool, WordTracker, lets you easily put in a search term and it will generate up to 100 related keywords.With both Google and WordTracker, the keyword suggestions are generated from actual searches done on search engines. As you are beginning your keyword campaign, try to start small, so you can manage all the data you are collecting. Set achievable goals so that you can be successful without being overwhelmed. And remember, finding the most relevant and competitive keywords is the first step in building traffic for your website.
