How to Select Keywords - An In-Depth Guide
- by Mike Bradbury
- Published on 12/7/06
- Article views: 260
When beginning a Search Engine Optimization campaign, there are a few basic steps that every SEO knows to take before they begin. The first is always to build a keyword list of which there are varying methods of doing so. The right methods will aid you in creating and supporting a site-wide SEO strategy. The wrong methods will run you in circles, wondering what went wrong.
It is the intent of this article to teach an effective method of keyword selection that will enable you to land more keywords on the first page with less work.
Getting Started: Know the Site
To create a great keyword list, you will need to know your website backwards and forwards. You should know what the site features, and just as importantly, you should know what it doesn't feature.
The first step is to brainstorm a list of somewhat generic keywords. For example, if you are a shoe store in Poughkeepsie, the temptation will arise to try and rank number 1 for the term 'shoes.' Well, that's a start, but ranking for the word 'shoes' is probably aiming a little too high for a mom and pop shop in Upstate New York, which is why it's very important that you know the site well enough to come up with a good list of pseudo-generic 'modifiers' for your keyword:
* Location (Poughkeepsie shoes, shoes upstate New York, shoes 12601)
* Price (cheap shoes, affordable shoes, quality shoes, comfortable shoes etc)
* Types (running shoes, walking shoes, jogging shoes etc)
* Industry specific (anti-pronation shoes)
Lengthening the List
At this point you should have a good list of pseudo-generic keywords. The next step is lengthening that list using your favorite Keyword tool (I will be using Overture in this example).
Each time you plug a keyword into your tool of choice, it will return the number of searches conducted for that term over a given period of time. It will also suggest keywords from the tool's database that are similar to the one you entered.
The basic idea now is to go through the list returned by the keyword tool and copy any and all similar terms as well as their corresponding search values, which relate directly to the site you're optimizing. Then, paste them to a spreadsheet program so that they can be further edited later.
Once you have copied and pasted, just go through the list row by row. Delete keywords that don't have to do with the website you're optimizing (which is why it's important to know what the site doesn't feature) and repeat with the next pseudo-generic keyword on your list. The idea is to identify as many keywords as possible.
Narrowing the List
So you have a long keyword list; it's time to narrow it down. I narrow my lists by deciding if the potential gain for a keyword is relative to the competition. In order to make that decision, I need to know three variables:
1. The number of searches on a particular keyword (already got those from Overture)
2. The Amount of Competition (I'll show you how to find your competition in this section.)
3. Will the keyword lead to conversions (this is up to you)
Below is a method for thoroughly determining competition for various keywords:
1. Do a search for one of your keywords
2. On the first SERP find the last listing with the keyword in the title tag that is either a homepage of any kind or is a sub-page which is not associated with a domain whose Pagerank is greater than 6. (This is the page you will need to beat, if one does not exist, ranking will generally be easier)
3. Find out how many unique links with the keyword in the anchor text whose linking page has a Pagerank of 1 or higher for the competitor (This is how many quality backlinks you'll need to acquire)
The aforementioned is a meticulous method for determining the competition for all of your keywords, and unless you're planning on building a tool that will automate this process, I would suggest taking a more general approach by using advanced search strings in the search engine of your choice.
The technique that I am about to demonstrate uses the following string:
intitle:'Keyword Phrase' inanchor:'Keyword Phrase'
This string will return the total number of pages with, largely, the two greatest factors contributing to ranking for a keyword:
* Having the keyword in the page title
* Having the keyword in anchor text pointing to the page
It's a down and dirty method for assessing competition. This is how it's done:
1. Go to http://www.startlaunch.com/research/.
2. Copy your list of keywords into the box, click 'submit'.
3. Click on each link.
4. Find and copy the number of pages that the search engine returns for this query from the top right of the SERPs to a new column next to the corresponding keyword in your keyword list spreadsheet (this is your competition).
5. In another new column, divide the number of competitors by the number of monthly searches for each keyword.
6. Sort the table from low to high (ascending) using that column.
What you have done is created a ratio of competitors to searches. When determining competition, you generally want the keyword to be searched on more times than there are competitors for that word. So the closer the ratio is to 0, the better the keyword.
These techniques will point out which terms have the most competition, but competition alone should not dictate which words make the final list.
Keyword Layout
Remember when selecting keywords: words on a higher competitive level should be placed on pages that will receive deep links in groups of 2 or 3 where all of the keywords are very similar like:
*Running shoes, Shoes for running and buy running shoes online
*Web design in Atlanta, Atlanta Georgia web design, Atlanta web site design
This way, you won't have to remove highly competitive, but potentially lucrative terms from your list, provided that you make a concerted effort to perform link-building for the pages on which those terms reside.
For smaller terms, in my opinion, the more the merrier. They can be given their own pages or be mentioned on other highly trusted pages of your site.
That's it. You should have all the information you need to select a strategically viable keyword list. Remember, keyword research is the cornerstone of a successful SEO campaign. Knowing the competition for your keywords will aid you in site layout, as well as focusing effort on SEO only where it is necessary. Ultimately, it will make your optimization process more efficient, allowing your sites to rank for more keywords with less work, which is a goal that all SEOs strive to attain.
Mike Bradbury is an employee of Objectware, Inc, an
Atlanta web design company specializing in
ecommerce solutions, custom web applications, wireless integration, search
engine marketing and
custom shopping cart software. Mike is a search engine analyst for Objectware, cr.
More Articles
-
-
-
» Latest articles
-
» Highest rated articles
- SEO Certification - A worthless exercise or a sound investment?
Until and unless Search engine marketing industry decides on a set of standards which is endorsed by search engines, these certifications will only have cosmetic value.
- PPC Management: Structure and its Process
PPC advertising is fast coming up of age. It is one of the most sought after online promotional campaign. PPC management is the process of managing your every bid for successful generation of profitable leads.
- Search engine marketing - getting the balance right
Over the last two years there has been an increasing reliance on paid search as the sole route for driving visitors in from Google, with paid search hitting a minority share of the search market the corporate world has now started to understand that there needs to be a balance between paid search and natural search. Shaun Parker gives a brief insight into why the balance between natural and paid search must be right.
- Its not enough to be No 1 on Google
Anybody who has had his web site on page 1 on Google for a competitive keyword like web design has reasons to celebrate. The key word web design is indeed one of the most competitive key words online with Google displaying nearly 1 billion web pages.
- How SEO research leads you to more effective sales copy
While just about everyone agrees that informed key phrase selection is at the core of effective SEO (search engine optimization), many are surprised to find out that the self-same information also guides them to writing more effective sales copy. How does researching key phrases help the quality of your sales copy?
- ROI Measurement: The New Imperative for Search
Everyone knows that search engine advertising can be a powerful channel for growing your business. While Search Engine Marketing has been a boon for many companies, its increasing popularity is adversely affecting companies that spend heavily on search ads. What is alarming is that most companies do not yet know this.
- Add Content To Increase Website Traffic
All webmasters want lots of it and need lots of it to get a lot of traffic to their websites. In order to boost traffic, many webmasters try to work on their meta tags or even resort to tricks in an effort to get more visitors to their site.
- Monitoring Search Engine Positions
Since search engines are the first stop for people on the Internet looking for goods or services, the position your website appears in search results is an important factor. If your URL shows up far down the results list, the chances of the consumer never finding you increase incrementally.
- The Importance of Directories and Text Links
The proper use of search engines is an extremely critical aspect of online marketing. The search engines are the initial way that prospective customers can locate your site. That's the reason link popularity is so necessary. If your customers can't find you, you'll never see any sales.
- Increase Web Site Traffic With An Article
Increasing web-site traffic is a time consuming JOB, unless you think smart and use an article directory or multiple article directories.
- Buddy The Great Dane Rescue Dog
When Buddy lived with his first owner and family he was unfortunately not treated very well. The children were not taught to be considerate and gentle with him. At one time he was pushed down some stairs and his leg was seriously hurt, possibly broken. He was not taken to the veterinarian for treatment and it healed crookedly.
- Radiology rays of hope to the medical world
A lexicon would tell you that radiology is a branch of medicine, which makes use of radiation in the diagnosis and treatment of diseases. X rays, gamma rays, ultrasound waves, radioactive isotopes and nuclear magnetic resonance imaging (MRI) are commonly used for medical imaging these days.
- Higher Education Sized to Fit
What is the most important thing you should know before selecting a degree program? Your self. Understanding your own learning style will help you select a program that suits you-making the journey toward a higher degree more profitable and pleasurable. Universities have responded to the need for flexibility, portability and convenience by responding to different learning styles.
- How Did That Person Get the Job?
Have you observed someone who always seems to get the promotion or the new job opportunity? Your first thought may be that the person is lucky, knows someone, or is kissing up to the boss.
- Ways to face Some Common Membership Site Challenges
Membership sites are one of the most lucrative business models on the internet. Some of the benefits include earning continual income.
- Reiki and how it can help you Heal
Reiki is a valuable healing tool which involves the practitioner placing his or her hands on the client without actually manipulating the body in any way. This makes Reiki an ideal healing tool for people who suffer from all kinds of conditions, both physical and emotional. This article discusses what is involved in a Reiki session and what training a Reiki practitioner undergoes.
- Ecommerce Checkout - Make Them Register
The world of ecommerce is expanding daily as more and more retailers take their business to the web in the hopes of attracting a percentage of those ever finicky web shoppers. As the amount of businesses open up ecommerce shops online, the amount of web development companies is also growing, offering ecommerce solutions for even the smallest of budgets. It is important that web developers understand the dynamics of the checkout process when discussing the options with the client.
- 3 Rules to Follow in Your Logo Design
When designing your own logo or getting it done by logo design professionals, ensure the following three basic rules and you will have a great and memorable corporate identity.
- How to Create a MySpace Layout
Creating a MySpace layout might seem tricky when you think about it but it is actually pretty easy. Here's a few steps that will help you in designing myspace templates.
- 6 Tips to Save on Your Printer Ink Cartridges
Printer ink cartridges are a necessary expense but if you use them wisely, you can save on a lot of ink, make your cartridge last longer and get more value for the money spent. This article discusses how one can give extra life to printer ink cartridges.
