After all said and done about keywords, their density, placement and everything else, let’s get started with the keyword research, their understanding and finding better keywords.
It all starts with the words entered by a searcher in a search engine box. Keyword Research is one of the most valuable and worthful activities in search engine marketing. A good keyword research can bring large amounts of unique organic visitors because it allows you to see what readers are looking for online. It is very important that you should rank high for the right keywords that relate to your content.
It’s not always about getting visitors; it’s about getting the right kind of visitors. The need of the visitor should be fulfilled with your content. You can find the correct keywords which the customers are using in almost every niche. This helps you understand the readers well. So now the question arises how to judge the value of a keyword.
A web publisher may not know the worth of a keyword to his/her site. The keyword, visitors’ type into search engines can be found out with various keyword research tools. There are different keywords for which your site may receive different amount of traffic. Below are a basic and a simple process of assessing a keyword’s value:
i. Ask yourself several questions: Is the keyword relevant to your site content? Will the users get what they will be coming for using these keywords? Will they be satisfied with the results? Once you get an affirmative answer to all these questions, you can proceed further.
ii. Search the term/phrase in major search engines: Find out which websites already rank for your selected keywords. This gives a valuable insight into your competitors and you can determine the efforts that you will be inputting to rank for the given term.
iii. Buy a sample campaign for keyword at Adwords or AdCenter: If your site does not rank for keywords, then you can buy “test” traffic for your site and see its conversion rate. In Adwords, choose “exact match” and point the traffic directly to the relevant page on your website. You can track impressions and conversion rates for over 2-300 clicks.
iv. Using the collected data, determine the exact value of each keyword.
There are three types of keywords/key phrases:
i. Head Key phrases/Broad keywords:
They generally contain one or two words and are very popular. These keywords are searched by a lot of people because they only a have a faint idea of what they are looking. They are very short and not very specific. Let’s say the word is ‘shoes’. These keywords are difficult to rank #1 because there are number of sites which might have an article or two that contains that specific word (‘shoes’). However if you can rank well for head key phrases you will be getting a large number of traffic.
ii. Body Key phrases/Specific keywords:
These contain two to three words and get searched less than head key phrases. Specific keywords may contain adjectives that make the search very targeted. People know what they are searching for, unlike broad ‘faint’ keywords. Example may be ‘black leather shoes’. The keywords are less competitive and are easier to rank in search engines. The problem is that the traffic is much targeted and is comparatively low.
iii. Tail Key phrases/Branded keywords:
Tail key phrases contain three or more than three words and get a comparatively lesser search volume than the other two. Example may be ‘black fine extra-leather shoe’.
There are a number of keyword research tools for finding head, body and tail key phrases. These tools will be discussed later in the guide.
Importance of Keyword Research
The first step to rank high in search engines starts with the process of finding the best keywords to target. This process is called as keyword research and is an essential part of Search Engine Optimization. Targeting wrong keywords will result in wastage of your effort as you can never ranked high in search engine results with those keywords.
There are a number of keyword research tools which can aid you in the research of an optimized keyword as they offers suggestions for most of the possible keywords. You can enter a number of keywords of your own choice and the tools will generate statistics providing the details of the number of search queries that matched the entered keyword.
When selecting keywords, the following points are needed to be considered:
i. The traffic for the keyword:
With the help of keyword research tools, you can determine the amount of traffic these keywords have generated. Prediction on the success of a keyword is possible with the help of these stats.
ii. Chance a keyword has of converting:
Keyword research means to find the best keywords that describe the product/service you are targeting. It is important to choose the best and appropriately related keywords that best describe your business. This is a definite step that is needed to be done to avoid misleading potential customers.
iii. Keyword competition:
Some keywords may have a good search volume and they may also appropriately suit your business. But the problem that may arise is that those keywords can be too competitive to target. This is measured by the number of competitors present when searching for a keyword in a search engine, the strength of those competitors’ links and the niche in which they are operating. This is an absolute requirement when researching for potential keywords.
A good keyword research can save you a lot of money by ranking you high organically in search engines rather than using adverts. Keyword research is all about targeting the best keyword terms and having a better chance of ranking well in Google.
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