Do-It-Yourself Keyword Optimization

The first step in a search engine optimization campaign is to choose your keywords or keyphrases for each of your web pages. Keywords are the terms that search engine users type in the search box to conduct a query. The right keywords are those that:

  • clearly describe the purpose and content of your site, and,

  • allow your site to show up as close to the first results page as possible.

    A good position doesn't depend only on your choice of keywords. It also depends on how well do you position those keywords in your web page, and how many quality external pages link to you. However, choosing the wrong keywords can throw off your entire search engine optimization strategy, so you need to invest a few hours and make sure you do it right.

    Let's start with your homepage. Look at it carefully and write down the words and phrases that best define your site. Try to form two or three word phrases, since competition for one-word keyphrases is fierce, and it is virtually impossible to get a top position for them. That is why, from now on, we will talk about keyphrases, not keywords.

    Once you have developed your list of potential keyphrases you are ready for the next step: to analyze the demand and supply for those keyphrases, and choose the best ones (those with good demand and not enough supply).

    We will first check the demand for your selected keyphrases. For this, we will go to Overture's Search Term Suggesion Tool:

    http://inventory.overture.com/d/searchinventory/suggestion/

    Overture is a popular pay-per-click search engine (as we know, pay-per-click search engines are the only ones that disclose keyword poplularity for free). You will then type each of the keyphrases you selected, and see how many people search for those terms. This tool will show you only those searches conducted in Overture (and only in one month time). However, the relative popularity of each search term will be very similar in other search engines as well.

    In addition to telling you if your selected keyphrases are popular, this tool will show you other keyphrases that you may not have thought about, which may even be more relevant to your site. For example, if your first keyphrase was "Italian Restaurant", the Search Term Suggestion Tool will also display other popular search terms, like: "Gourmet Italian Restaurant", "Northern Italian Restaurant", "Italian Restaurant Pizzeria", "Italian Restaurant Miami", etc. You may also try other keyphrases, for example: "Italian Cuisine", and come up with more specific keyphrases, like: "Fine Italian Cuisine", "Italian Cuisine Miami", "Northern Italian Cuisine", "Italian Cuisine Fine Dining", "Gourmet Italian Cuisine", etc.

    What you have done is to validate and enlarge your pool of popular, in-demand, potential keyphrases for your web page.

    The next step is to check the supply, or, in other words, to see how much competition there is for your selected keywords. Naturally, you want to focus on keyphrases where competition is less fierce. For example, chosing "Italian Restaurant" alone will certainly hurt you. There are so many of them that your chances of showing up in an advantagous position within the search results are pretty slim.

    Having said that, get your list of keyphrases, go to Google ( http://www.google.com ) and type-in each of them in the search box. Enter your keyphrases within quotation marks (to filter-out less relevant results), and see how many results each individual query produces, making a note of those with a relatively small number of results (less competition). You will stick with the keyphrase that:

  • Best describes the topic and content of your page.

  • Is a popular search term according to Overture's Search Term Suggestion Tool.

  • Generates a relatively small number of results after performing the Google search.

    If "Gourmet Italian Restaurant" is the keyphrase that best meets these three criteria, it will become your primary keyphrase. To get even better results, you can choose a second keyphrase to make your page more relevant to an even more specific niche. For example, if your restaurant is in Miami, you can consider "Miami" a second keyphrase.

    Once you have chosen the keyphrases for you homepage, do the same for the other pages on your site.

    You will then take your selected keyphrases and optimize your pages heavily for them. This involves placing them in strategic locations in the title, headings and body of each page.

    About The Author

    Mario Sanchez publishes The Internet Digest ( http://www.theinternetdigest.net ), an online collection of web design and Internet marketing articles and resources. You can freely reprint his weekly articles in your website, ezine, newsletter or ebook.

    In The News:

    This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

    Small Business Trends

    Spotlight: Nightwatch Offers an Intuitive SEO Tool for Businesses
    Small Business Trends
    SEO is a major concern for a lot of businesses. And many of the ranking or analytics tools out there are difficult to make sense of if you're not experienced in the field. But Nightwatch offers a tool that is meant to be flexible and intuitive. And the ...


    Search Engine Journal

    How SEO & PPC Keyword Research Can Work Together
    Search Engine Journal
    A well-orchestrated PPC campaign can benefit a good SEO campaign, as Sergey Grybniak explores in How to Combine SEO & PPC for More Powerful Results. I love it when a potential client comes along who already has an active PPC campaign. To me, this ...
    How reliable are search terms for SEO and SEM results?EurekAlert (press release)
    6 ways to boost organic video results - Search Engine LandSearch Engine Land

    all 29 news articles »

    Three key tips for SEO optimization | Articles | Chief Digital Officer ...
    Innovation Enterprise
    It's challenging to choose a good SEO technique to use for marketing with so many different and conflicting techniques out there.

    and more »

    Search Engine Journal

    How Reliable is Google's Web.dev SEO Score?
    Search Engine Journal
    By making sure search engines can find and automatically understand your content, you are improving the visibility of your site for relevant searches. This is called SEO, or search engine optimization, which can result in more interested users coming ...

    and more »

    Branding in Asia Magazine

    Google Fails to Impress Some Performance Marketers with SEO Tool in Beta
    Branding in Asia Magazine
    “When compared to other SEO tools, the data discrepancy is too significant,” said Vijayaraj. “Thus, in its current BETA state, Google's SEO audit is inaccurate and inadequate which is expected during the testing phase. For example, the tool shows 100 ...


    Search Engine Land

    5 SEO trends that will matter most in 2019
    Search Engine Land
    This year, Google's shaken the world with its mobile- and speed-related efforts. As a result, most of next year's SEO efforts are expected in this direction. However, some “non-Google” game-changers will also influence how we build our SEO campaigns.
    Google Launches New Tool That Grades A Site's SEO ImplementationSearch Engine Journal
    Get Your Website on Google's Front Page with These SEO ToolsXDA Developers (blog)

    all 20 news articles »

    Business.com

    How Artificial Intelligence Is Changing SEO
    Business.com
    AI is a rapidly evolving technology that will make SEO tools and techniques even more informative and useful for businesses in the near future. Artificial intelligence and digital marketing are quickly becoming intertwined systems. AI development is ...
    3 advanced Google SEO strategies for financial marketers - CUInsightCUinsight.com (press release)
    Visual Search: What It Is and How It Is Changing the SEO Industry? [Infographic]Business 2 Community

    all 6 news articles »

    soompi

    Lee Seo Won Enlists In The Military + To Attend Hearing For Sexual ...
    soompi
    Lee Seo Won has enlisted in the military. On November 22, his agency Blossom Entertainment stated, “Lee Seo Won received a notice of enlistment on ...
    Actor Lee Seo-won joins army amid sexual harassment scandalKorea Times

    all 3 news articles »

    Forbes

    Four E-Commerce SEO Trends To Prepare For In 2019
    Forbes
    Meanwhile, e-commerce businesses that already have SEO marketing strategies in place need to also adapt to these changes if they want to remain relevant and dominate their respective markets. Make one SEO mistake, and you could set your business ...
    SEO Friendly Pagination: A Complete Best Practices GuideSearch Engine Journal

    all 3 news articles »

    Search Engine Roundtable

    Google Tool Scores Your SEO: Should Google Be Scoring Your SEO?
    Search Engine Roundtable
    It's too broad to be a useful metric. It would do more harm than good - SEOs would be judged on it incorrectly. E.g. a small site, perfectly "SEO'd" gets score of 100%. SEO is "complete". Create another 50 pieces of great content, score drops, traffic ...

    Google News

  • Feed me - Satisfy the Search Engines and Your Sites Visitors With Keyword-Rich Content

    Search engines love content. Graphics may make your site look... Read More

    Search Engine Marketing Simplified

    All the great efforts made for making your own site,... Read More

    Anchor Text Optimization

    Anchor Text (also called phrase linking) can significantly improve your... Read More

    Why Search Engine Marketing Has A Passion for Web Site Usability

    Watching a recent football game, I imagined two very different... Read More

    Boost Your Search Engine Ranking And Generate Free Traffic With Reciprocal Links

    Reciprocal links are an important step in your overall plan... Read More

    If Content is King, then surely Relevance is Queen!

    There has been a lot of to-ing and fro-ing in... Read More

    Free Search Engine Advertising: 10 Secret Ways To Indirectly Race To The Top Of Search Engines

    Do you have a website that has little or no... Read More

    THREE Secrets to High Search Engine Rankings the Easy Way!

    Let me guess, you've read article after article on how... Read More

    The Importance of Correct HTML Syntax in Search Engine Positoning

    There is a lot of competition to get good spots... Read More

    Do the Search Engines Know Your Website?

    Are you considering a search engine promotion campaign to improve... Read More

    Optimizing For Visitors Not Search Engines

    Most people feel that optimizing is to target the search... Read More

    Search Engine Visibility - The Mantra of Corporate Profitability

    The corporate fundamentals are par excellence! The product is unsurpassable... Read More

    Local Customers Know Where to Find Local Businesses... the Internet

    Through search engines and directories, the Internet provides a quick... Read More

    Searching The Internet Without Search Engines

    The World Wide Web contains more than ten million websites... Read More

    DIY SEO - Part 2 Tags n Things

    Part 2 Tips 4 tagsMeta tags are the descriptive tags... Read More

    Get Listed in Google Without Submitting Your Site

    With Google delivering so much traffic, it is only normal... Read More

    Google PageRank Explained

    PageRank - an exclusive technology developed by Google which can... Read More

    The Search Doesnt End at Your Homepage

    In a recent report for a new client, I wrote:... Read More

    Ten Steps To A Well Optimized Website - Step 5: Internal Linking

    Welcome to part five in this search engine positioning series.... Read More

    Tread Towards A Successful ?Internet Research?

    Internet is a terrific resource containing billions of web pages... Read More

    Search Engine Marketing: Choosing Keyword Phrases

    Selecting the right keyword phrases is the key to a... Read More

    10 Ways To Indirectly Get To The Top Of Search

    There are millions of web sites trying to get listed... Read More

    How to Manage SEO

    Whether you launch a search engine optimization program in-house or... Read More

    Gaining Additional PageRank

    Google is the major search engine webmasters have to deal... Read More

    3.5 Tips To Help You Avoid Becoming The Next Search Engine Outlaw

    Tip 1 - Hide And SeekDo not use hidden text... Read More