30
Jan

Doing Keyword Analysis in Search Engine Optimization

Filed under: build a website — Tags: , — admin @ 11:25 pm

Summary: A big problem for companies when they plan their web presence and their search engine optimization strategy is trying to figure out what humans will type into a web browser to pull up companies selling the product, information or service they are looking for. Here are some tips for doing keyword analysis in order to pick the most relevant search engine keywords for a website.

A big problem for companies when they plan their web presence and their search engine optimization strategy is trying to figure out what humans will type into a web browser to pull up companies selling the product, information, or service they are looking for. However one does not need to leave it to guesswork when trying to identify keywords for search engine optimization of a website. Here are some tips for doing keyword analysis in order to pick the most relevant search engine optimization keywords for a website:

Use a keyword analysis tool when choosing keywords for search engine optimization of your website. Don’t leave keyword analysis for search engine optimization to guesswork. Use a keyword analysis tool that will list statistics from the relevant search engine of the words people have historically used. Go to Google.com and type in the search phrase “keyword analysis tools.” Two tools that will be returned on this search are the Google Adwords Keyword Tool and the Wordtracker Keyword Tool. The Google Adwords Keyword Tool is found at http://adwords.google.com. You can see Wordtracker at www.wordtracker.com. Wordtracker is a powerful tool but it is not free. Subscriptions run around $329 U.S. Dollars per year at the time of this writing. An alternative is to use Wordtracker’s free web-based tool found at www.freekeywords.wordtracker.com although the free tool does not have all the bells and whistles. Both free tools should be a good start for your search engine optimization plan.

Understand what is known as the search tail in search engine optimization. Let’s use the free Wordtracker tool mentioned above and type in the phrase “web design.” After doing that, look at the first few results (these results are not actual—only to show an example):

3,915 web design
960 michigan web design
628 web site design
606 michiganseo web design
531 church web design
509 seo web design
53 houston web design
53 manchester web design
53 web design toronto
53 web site design greenwich
52 web design companies

7,413 Cumulative total

Notice up above how the first result, “web design,” returned 3,915 searches per day. The next, “Michigan web design,” dropped to 960. The next result which is more generic (“web site design”) returned 628 results. Notice that the first five results after the top result (web design) account for a greater percentage of the cumulative total than do the cumulative totals of the last five results. The top six add up to 7,149 which is 96.4% of the cumulative total. The point here is that you should look at the upper percentile for keywords in search engine optimization and do not rule out those keywords just because they are not number one. If you were to look at this on a graph, you would see these searches per day counts taper downward and give the appearance of a tail (thus the name search tail).

Test the keywords used in search engine optimization. Once you have decided on keywords to use, test them out in a search engine like Google or Yahoo and see if they return the results you want. It could be that the keyword phrases that you decided upon now do not narrow down results to your specific niche. We can use an example with our topic. Try typing in “search engine” at Google.com and see what you get. Try typing in “search engine optimization” and see what you get. You will see that both searches contain the phrase “search engine” but the results are drastically different. The keyword phrase “search engine optimization” narrows down the search.

Keyword analysis is not a one-time search engine optimization task. Because of the dynamic nature of the internet and business, keywords that work for the search engine optimization of your site today may not be good tomorrow. You have to periodically check your keywords in a search engine and see if they provide the results you are expecting. If they don’t then it is time to do your keyword analysis again and tweak the search engine optimization of your website.


Home