Thursday, 28 November 2013

Keyword Research

Keyword research is a fundamental part of online marketing of all kinds, and is especially relevant for freelance writers, online publishers, and bloggers. Compelling content is favored by search engines, but if you don’t use the words people are actually interested in and actively searching for, you’re missing a lot of traffic. Keyword research, at its essence, is market research. It tells you what people are interested in, and in what relative numbers. Better yet, it reveals the actual language people are using when they think about those topics, which provides you with insight on how to converse with them via your blog.

Keyword Research Process :

Keyword Research process involves the following important steps. These steps can be described as:

1. Discovering Keywords

2. Analyzing Keywords

3. Selecting Keywords

4. Deploying Keywords

The Discovering phase should focus on identifying as many keywords as possible that are related to your website and target audience. The Analysis phase involves adding information about existing competition; PageRank based limitations and potential for ranking. The Selection process involves objective measurement based shortlisting of keywords keeping the site focus and target audience within the limitations analyzed. The Deploying phase is about making optimum use of your selected keywords on your website copy , HTML code and tags.

Importance of keyword research :

Keyword Research is by far the most important aspect in any Search Engine Optimization initiative. This article shall discuss the important aspects of keyword research process.

Keyword Phrase Research is a process of selecting the most ?optimum performance? keyword phrases that can help visitors find your site. You may have spent days and months on fine-tuning your web pages for a better ranking with the major search engines, yet it will all amount to a big waste if the right keyword phrases are not targeted. It's like not being able to reach your destination even after running your best race because you started out on the wrong road. Even if you achieve high search engine rankings, you may not get relevant traffic if you select the wrong keywords. Therefore, the foremost step in any SEO campaign is identifying your target audience and researching what keyword phrases they might be searching in the search engines to locate a site like yours.

Keyword is one of the key search engine optimization. Search engine always looks for keywords or key phrases to identify web pages. Identifying proper keywords which is suitable to your website and proper links will help a search engine to identify your page with out much difficulty. Keywords are usually implemented on-line and off-line to identify the particular site and also for the purpose of ranking. Ordinary people commonly use advanced tools to find appropriate keywords.

The First Step is Acceptance that we don't know what is going on in our customers' heads. We speak our own language very well, the language of solutions. Our customers speak in the language of problems. Often these two are quite different, and web marketing efforts that fail to take this into account will not reach their full potential. It is tempting to think that years of experience and dealing with customers gives us a good picture of how they act. However, there are several inherent assumptions that limit the utility of experience:

   - Customer interactions are self-selected. You only talk to people that have found you and are interested in your products and services, not those that either couldn't find you or think that your solutions are not applicable. The number of people that can find you is typically dwarfed by the number that can't.
   - Online search behavior is very different from inter-personal communications. People use different, much more concise terminology in search engines than they do in conversation.
   - There are more terms in use than we can possibly come up with and remember. Research on behalf of just about every client we've served has turned up literally unanticipated keywords.

Experience provides excellent starting material for keyword research that will uncover many new opportunities.

Keyword Research Uncovers Hidden Opportunities :

Opportunities arise partly due to the sheer number of terms turned up by good keyword research. There are also usually a few unanticipated keywords that turn into real "gems." These typically occur because they receive significant traffic and there is little competition. The result is that keyword research increases the return on your web marketing investment.

Keyword Research Saves Money :

Good keyword research doesn't just consist of a list of terms, it also includes traffic and competitive estimates for each keyword that allow you to most effectively allocate resources. You can focus time and money on seo for the keywords that have enough traffic and only a few competing sites rather than trying for top ranking among 200,000 other sites competing on the same phrase. Likewise competitive bid information can influence your keyword advertising spending, both how much and where. Keyword research also uncovers negative keywords that can generate huge savings for keyword advertising campaigns.

Tools of the Trade :

Keyword research tools are as close as your web browser. Virtually any information source for your industry or that of your customers provides candidate keywords. Other specialized tools help you "branch out" from known keywords to related ones, suggesting that people who search on "running shoes" may also search for "knee pain".

Some common keyword research tools include:

   - Industry web portals, blogs, e-zines, etc.
   - Competitors' web sites
   - WordTracker (there is a fee, but a great tool)
   - Google AdWords keyword tool
   - Google traffic estimator

Do Your Research!

In closing, keyword research is a vital part of effective web marketing efforts, and there are many places to gather information.


Preeti Bagad [BE(CS)] 
SW Engineer Cum Blogger

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