keyword research


What is a Keyword?

  • A keyword is one or more words that people enter in search engines like Google, Bing and Yahoo.
  • The results you get when you search for a keyword are called SERP

Characteristics of Good Keywords

  • Relevance: You need targeted traffic.
  • Traffic: Some keywords generate lots of traffic while other keywords generate low traffic.
  • Competition: You need to be better than your competition. The two aspects are the amount of competition and the strength of competition.
  • Commerciality

Goals with Keyword Research

  • To come up with good keywords that are related to your website.
  • Use link building to appear in the top 5 results.

Match Types

  • Broard Match - keyword will be matched with other similar: Example seo
  • Phrase match - keyword will be matched which contain your keyword: Example "seo"
  • Exact match - keyword will only be matched with that keyword : Example [seo]

Step 0: Studying the Topic

  • Before you start study the topic you are researching
  • Study competitors. A more thorough competitor analysis must be done after you complete your keyword list.

Step 1: Keyword Brainstorming

  • What your potential visitors would be likely to type in to search engines.
  • Put every down that is related to your business. Remember to use localized terms.
  • Ask visitors how they reach the website.
  • Focus on words that are relevant, but not overly used. For example do not use seo, use seo consultant.
  • Synonyms Use Thesaurus

Step 2: Use Google Analytics

  • If GA is installed in the website add the keywords that visitors are already using to find your website.

Step 3: Use Keyword Tools

Step 4: Create Keyword Lists

  • Utilize keyword stemming: Create additional combinations based on the keyword stemming.
  • Make use of generic keyword modifiers: Further keyword combinations.
  • Continue by finding related keywords. Synonyms or semantically related keywords.
    • Use Google's ~ operator.
    • Use Google's * operator. The star operator is interpreted as any single term preceding or following the specified term.
    • Find synonyms with office software.
    • Using search engine keyword suggestions and related searches

Step 5: Evaluate Keywords

  • Google provides three useful operators. inititle: inurl: and inanchor:.
  • You want to target keywords that have a relatively low number of indexed URLS.

Step 6: Review Ranking Competitors

  • Study the SERPs for ranking competitors.
  • In SEO, the real competitors are the websites that rank for the targeted keywords, not just the market competitors.
  • If for example, the top three websites are wikipedia, ebay and amazon then it will be very difficult to compete.

Step 7: Finalizing the Keyword List

  • Compile research into a master table so you can sort it and filter it.
  • Columns:
    • Keyword.
    • Global monthly visitors.
    • Local monthly visitors.
    • Competition.
    • Relevance: High or low relevance. More on the relevance of keywords.
    • Value: High or low value. You have to decide on the value of keywords.

Step 8: Tracking Keywords

  • Track number of organic visitors for each keyword
  • total number of organic search visits
  • keyword diversity: The number of different keywords that bring traffic to the website.