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2 October 2012
Keywords and keyphrases form the backbone of any successful Search Engine Optimisation (SEO) campaign. Irrespective of the type of online venture, you require to target the right keywords and phrases in order to attract maximum leads. In this regard, keyword research becomes an essential tool to develop a list of keywords and phrases that will attract maximum target audience to your website.
Having understood the importance of keywords for an effective SEO campaign, it is also vital to know the most effective ways to perform keyword research so that your time and energies are not wasted on unproductive researches. The following tips will prove to be invaluable in your effective keyword research endeavours:
Even before venturing out to find the relevant keywords to target, it’s important to identify and zero-in on the landing pages where the keywords/phrases will lead to when clicked. The importance of selection of landing page (usually, the home page or some internal web page) can never be overemphasised, as your visitors would like to see the keywords/phrases quickly on the landing page without having to dig out the entire text.
You may also be inclined to use your own instincts and try to guess the relevant keywords/phrases your target audience is likely to search for. You are the best judge of the kind of content your website carries or likely to carry. Moreover, before venturing out online, you must have researched the potential market thoroughly for the product/service being offered/to be offered by your website. Use all your experience and knowledge about your website, the product/service, and the potential visitors on your website, to list out the keywords and phrases.
The most important aspect in any good keyword research is to have the right kind of keyword tool that not just gives you keywords/phrases suggestions, but also let you know the popularity of these keywords and phrases in different Search Engines. Tools, like Google Adwords Keyword Tool, are indispensable at every step of the way, and not just during keyword research in the initial stages of your SEO campaign. One important benefit of using a good keyword tool is the provision of longtail keywords, which are not easy to figure out if you rely on human mechanisms of identifying the relevant keywords/phrases for your online venture. There are many free-to-use keyword tools available online, but use only the one that has attained large-scale popularity among SEO managers.
You may also compare the keywords and phrases generated by keywords research tool and through your own manual endeavours. This quick exercise will also help you eliminate the unnecessary keywords from your list.
No effort towards finalising your keywords list is complete without a thorough analysis of the keywords being targeted by your competitors. Identification of competitors and finding out some good keywords in the process, which you may have overlooked thus far is key to making your keywords list complete in all aspects. For this, you may look through the meta-sites, landing pages, and anchor tags of your competitors.
The last step to perform an effective keyword research is to finalise the list. You may use different tools to sift out the non-performing or low-ranking words or phrases. The important thing is to show indiscrimination in throwing out the keywords with low search volume in order to optimise your efforts towards a more functional keywords list.
Once the list is finalised and your SEO campaign is underway, make a point to review the performance of the target keywords and phrases periodically so that the non-performers are eliminated and new ones are introduced.
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