The key considerations in keyword research PDF Print E-mail
Thursday, 08 July 2010 15:14
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Why do you need prudent keyword decision?

It is great on your part that you have rendered a web space to your business, or you are just planning to go online to leverage your business. There is no point regarding your reservation on the immense potential advantages of optimizing your web site because the Internet has taught one and all that web site should show up in the top pages or results in the search engines. The Internet today has unfathomable depths, and it is quite easy to be buried in its vastness. Online searches by users are keyword driven, and it is almost as good as not having your web site in the first place in case your web site does not figure in prominent search engine results where your target customer is on the look out for products or services your company specializes in.

This is probably because you have selected the keywords that do not define the nature of your business, or the specialty of offerings. Or, chances are that you have gone for the keywords that are not so often used by your target market. Hence you confront discouraging online business equations because you are simply not able to get qualified leads, effective sales, or in other words, you are witnessing your utter failure in driving quality traffic to your web site. This is a precarious situation in one’s business wherein investments in web initiatives are not met with the intended results

. Therefore, choosing the keywords for optimizing your web site must be prudent decision with a little research and in the best possible systematized and logical manner.

A systematized process of keyword selection.

Here is brief elucidation on right process of going for the right keywords:

• Explore your keywords. Prepare an exhaustive list of keywords that you think can go well with your business. Seek others’ opinions and also elicit their suggestions to add on to your list.

• Go for technical assistance to refine and validate your selected keywords. There are many assistive research tools available on the Net, like, Keyword Sandbox, Wordtracker etc. which can give you an insight into the frequency, popularity of your keywords or similar terms.

• Then comes the turn of finally selecting the keywords. With the information at your disposal while undergoing the above two phases, you might select the keywords that seem to be the right choice.

• Remember that the process of selection of the right keywords is not that simple, rather it takes continuous learning and experimentation even after you have settled for certain keywords. You have got to keep an eye on the performance of selected keywords in terms of leads and conversions. This is the assessment phase of keyword research which can help you to revise your keyword selection.

This article basically deals with the first three phases of keyword selection as the fourth phase would need to be discussed at greater length, maybe as a full ledged article in times to come to do justice with its intricacies.

Let’s understand how to go about the initial phases.

While exploring keywords, it is wise not to be too simplistic.

When you start thinking on your keywords, make it a point to think along the lines that define your business, or the USP of your offerings. This is to be kept at the back of mind along with essential consideration that you have to think the way a typical customer tends to think. Obviously, a customer who wishes to get certain products or services on the Net associate the search query with some customer centric attributes. To make it clear, if anyone is searching for, let’s say, Day Care Facilities, he or she well type onto Google toolbar things like best Day Care Facilities, economy Day Care Facilities, or top Day Care Facilities and so on. So, you should ponder over this aspect as well when you are accumulating your keywords.

More importantly, your keywords should be specific and have a narrower focus. Too general a keyword is likely to have an intense competition, and chances are that you are about to be buried in obscurity. But remember that specific keywords that you choose should be descriptive of your specialty so that you may stand a good chance to be listed in the top results.

How to be specific in keyword selection

Apart from the specialty of your products or services or attached customer benefits, there are other things that help you be specific when it comes to prudent keyword selection.

One of these is the linguistic habits of the target customers. It has been observed that when users perform an online query, they tend to use short forms of the words, or type in misspellings, or geographical equivalents of the keywords.

Therefore, while deciding the keywords for web site, geography and linguistic patterns of target audience cannot be overlooked. First thing first, you have to predetermine who your target market is and what is the reach of your product or service offering. There can be certain geographical constraints in the delivery of products or services depending on your delivery capability. So, it is always a better idea to optimize your web pages for particular geographies.

For instance, if you happen to run an automobile maintenance firm, you can optimize web pages for keywords that denote the reach of your service capability. What I want to emphasize here is that it is up to you to optimize your web site to global audience, or to a set of several geographies, or you can go for local searches.

Last Updated ( Tuesday, 20 January 2015 11:50 )

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