Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
SEO Expert Guide - Keyword Analysis (part 3/10) > NetSparsh - Viral Content you Love & Share

SEO Expert Guide - Keyword Analysis (part 3/10)

If you imagine that building an optimized site is like cooking a meal, then keywords are the essential ingredients. Would you attempt to cook a complex new dish without first referring to a recipe? Would you start before you had all the ingredients available and properly prepared?

In our analogy, key words are your ingredients and the rest of the guide (after this part) is your recipe. It is vital that you start by investing time in key word research. This may surprise you, but I would recommend you spend at least 25% of your time on this activity alone! That's 25% of all your time, including the time you spend designing your site, building it, optimising and promoting it! Quite an investment, eh? But believe me, if you din't get this part right your meal will not be a very satisfying one and no-one will want to eat it!

(a) What are your 10 key words?

You may think you know straight off. You are likely to be right about most of them but you will almost certainly make three common mistakes. Firstly, you will tend to pick single words (rather than chains of words). Secondly, you will tend to pick the same words used by other people. Thirdly, you will compound this by overusing these key words on your site and underusing related key words. The result will be a poor finished product and sub-optimal ranking or traffic.

So please be patient and walk through the following steps. From part two, you will remember Doug (who sells antique doors, door handles, knockers, door bells or pulls and fitting services).

Like Doug, you should start with a visit to the Overture Keyword Selector Tool (which I recommend in preference to Wordtracker, which is a paid service, and the Google Adwords: Keyword Suggestion Tool, which does not indicate the popularity count of each search phrase). This tool allows you to check for recent word search combinations (and their derivatives) on the Overture search engine, returning search frequencies for each.

Doug enters "antique doors" and is surprized to find that "antique door knob" and "antique door hinge" score higher than "antique door knocker" (his best selling product in the high street store). But far higher still is the category level combination "antique door hardware". He had never guessed searchers could be so savvy.

Next he tries "antique door knocker" and finds a single derivative "antique brass door knocker". He had not thought seriously about making brass a keyword. Now it is pencilled in on his list.

Trying "antique door bell" and playing around, he discovers "antique door chime" is about as popular (reflecting a difference between UK and US english). This is also very enlightening, as he is hoping to sell to the US audience by mail order.

Perhaps you begin to see my point. As you will see later in the guide, I recommend a separate page for each product, service or information topic on your site. Through your Overture search, you should come up with an "A" list of about 10 key words for each page. At least four of them are likely to be site-wide in their applicability and common to each page. The remaining six will be page-specific. Put any left-over words onto a second page entitled "B" list.

In Doug's example, he decides he wants antique, door, brass and hardware on each page in the site. On the door knocker page, he wants (in addition) the key words knocker, iron, decorative, engraved, pineapple and lion.

You too should do the same. If you find this activity overly difficult, can I suggest you revisit your proposition? It is quite possible you have not yet properly thought that through!

(b) Which key words do your competitors use?

Through searching for door knockers on Google and focusing on the top 15 results, Doug brings up their pages. He uses the menu option "view-source" in Internet Explorer to look at the key words used in the page metadata.

He is surpised to find some consistent themes. For example, almost all of the sites he finds whilst searching for "door knockers" also include "door knobs" in their metadata for that page. He also finds that several have used old as one of their kewords, in addition to antique.

Don't read me wrong here. Metadata (particularly in isolation) is not the route to high search engine rankings (as you will see later). However, top 10 sites generally have done well with their optimization more generally (and their metadata is likely to reflect quality keyword analysis, repeated throughout the site in other ways).

Another key tool is the Google Smackdown, permitting you to compare the overall frequency of two competing keyword sets across the whole of Google's results. Doug compares "antique door knob" with "antique door knocker" and finds the former is hugely overrepresented on the web compared to the latter (with over 2,000 results vs. under 200). He knows that knob is not searched on ten times more (from his earlier work) so decides to concentrate on knocker as a word where he has less competition.

However, Doug confirms the effectiveness of all competitor combinations using the Overture tool and revises his list to include some of these new words, relegating "pineapple" and "lion" to his B-list, in favour of "old" and "knobs".

(c) How many related keywords can you identify?

Now for an important third step. Navigate your browser to the GoRank Ontology Finder - Related Keywords Lookup Tool. Like Doug, try entering "antique door knocker" and look at the results. For "antique", the tool suggests related keywords of old, classic, antique, furniture, vintage, rare, victorian, antiques, collectible.

Hmmm. Now he can see why his competitors use old in their list! Doug runs these related words back through the Overture tool and finds that "Victorian door" yields some decent results, so adds Victorian and Edwardian to his B-list (something he had never thought of previously).

Imagine if Doug had started with victorian door knockers as his gane plan. The Ontology finder would have shown him that antique door knockers was a much more sensible combination. He would then have been changing his A-list.

As Search Engines move ever further towards the use of semantic intelligence in their ranking systems, the use of relared keywords will become ever more important. Make sure you future-proof your site through the liberal use of such words in page text content. More on this later in the guide.

(d) Building key word chains

Perhaps it might surprise you to learn that the majority of all searches on Google are for two or three word combinations. Why does it surprise you, though? Isn't that what you yourself do when you are searching? Even if you start with one word, the results you get are generally not specific enough (so you try adding further words to refine your search).

Bearing this in mind, it is vitally important to come up with 3-5 keyword chains for each separate page on your site. When you write your page copy later, you will need to ensure that these keyword chains appear with reasonable density in your overall text.

Like Doug, pay a visit to the ABAKUS Topword Keyword Check Tool. Put in your competitor sites one after another and check out the results (using the default search settings). Study closely the two-word and three-word combinations that come up most frequently for each of your key pages in turn.

Through Doug's exploration (for his door knockers page), he comes up with three favorite two-letter combinations: "door knockers", "antique door" and "antique hardware". For three-letter combinations, he settles on "house antique hardware" and "brass door knocker".

Doug is surprised to note that "door knockers" is more popular than "door knocker". He has learnt another key lesson; always pluralise your key words where you can. You will achieve higher traffic this way (becuase of the way search engines handle queries).

For a typical 10-page site, you should now have approximately 65-70 A-list words (with four of those being site wide) and perhaps as many as 200 B-list words (many of which will be related key words). You will have perhaps as many as 50 key word chains. Congratulations. You now have all the ingredients you need to get cooking. Read on...

Navigate the guide

Previous : SEO Expert Guide - Proposition Development (part 2/10)

Next: SEO Expert Guide - Sitewide Optimization (part 4/10)

About the author:

David Viney (david@viney.com) is the author of the Intranet Portal Guide; 31 pages of advice, tools and downloads covering the period before, during and after an Intranet Portal implementation.

Read the guide at http://www.viney.com/DFV/intranet_portal_guide or the Intranet Watch Blog at http://www.viney.com/intranet_watch.

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

Spectrum News

Scholar Athlete of the Week: Ji Young Seo
Spectrum News
This week's Spectrum News Scholar Athlete of the Week is Ji Young Seo. Seo is a senior at Shaker High School. She has been one of the best swimmers in New York State, qualifying for the Section 2 Division 1 Swimming and Diving Championships all four ...


Forbes

Four Reasons Why 'Position Zero' Shouldn't Be Your Main SEO Goal
Forbes
It's likely that your SEO goal used to be to reach the top ranking in the SERPs for as many pieces of content as possible. When Google introduced position zero, it's probable that reaching rank zero became your new goal. (Position zero is the snippet ...
5 Critical SEO Considerations When Optimizing News WebsitesSearch Engine Journal
6 Ways to Analyze Your Site's SEOBusiness 2 Community

all 5 news articles »

Search Engine Journal

3 Core Trade-offs Every SEO Strategy Must Consider
Search Engine Journal
Every brand is different. Here are three primary strategic trade-offs you'll need to consider as you develop your brand's SEO strategy.
The Weekly Measure: Writing Tips, Going Viral & Being An SEO SuperstarVertical Measures (blog)
What to look out for when hiring an SEO agency - Born2InvestBorn2Invest

all 4 news articles »

Telegraph.co.uk

Marketing guides
Telegraph.co.uk
It's a bit convoluted to say why this is important for your SEO strategy, and Google denies that it's the case outright, but it's a fair bet that if a SEO or PPC manager, or your company, are paying thousands of pounds for those adverts, there's going ...

and more »

Net Newsledger

15 Title Tag Optimization Guidelines for Usability and SEO
Net Newsledger
Summary:If you know how important title tag optimization is, you are surely interested in finding out how you can do it. Here are the 15 top tips and tricks to optimize your title tags like a SEO pro. All tips are explained, so anyone can use this ...
Don't Step Into These 7 SEO TrapsBizTechPost (blog)

all 2 news articles »

Search Engine Land

Is SEO table stakes? (Hint: No!) - Search Engine Land
Search Engine Land
Back in late 2006, the topic of the day was β€œIs SEO rocket science?” It wasn't, of course, unless you were referring to boosting your organic traffic to a rocket-like ...
3 Ways PPC and SEO Teams Can CollaborateVertical Measures (blog)
3 SEO Strategies That Don't Require an Expert to ManageBusiness 2 Community

all 19 news articles »

Search Engine Journal

The Ultimate Guide to Seznam SEO
Search Engine Journal
The latest data puts it at around a 16 percent market share, with Google dominating the market at 79 percent. Seznam Search Homepage, September 2018. Seznam includes some SEO guidance through this Napoveda entry. Like other search engines, ...


BCW

7 Tips That Can Improve Ecommerce SEO
BCW
The vast majority of SEO companies are able to deliver well-designed strategies that can help website owners rank their websites higher in the search engine results. This is true even for websites that don't have more than 15 pages of written content ...
SEO/Content SpecialistBizcommunity.com

all 2 news articles »

Forbes

Try These Three SEO Strategies For Best Results
Forbes
What are the top techniques for SEO? originally appeared on Quora: the place to gain and share knowledge, empowering people to learn from others and better understand the world. Answer by Claire Perez, Director of Strategic Account Management at ...
How to recover from a negative SEO attack – Part 5Search Engine Land
SEO Is Back! But Was It Ever Really Gone?Search Engine Journal
SEO: Retaining Performance on Site MigrationsPractical Ecommerce
Business 2 Community -Search Engine Roundtable
all 11 news articles »

Forbes

Local Reviews Can Help Your Business Rank Higher In Local SEO
Forbes
Many facets go into a marketing strategy, and that's what makes it so interesting. Marketers need to think about who their clients are and what their online search and shopping habits are. They also have to keep a keen eye on the competition, create ...

and more »
Google News

SEO Expert Guide - Conclusions (part 10/10)

As you have seen throughout the guide, search engine optimization... Read More

Make Quality Content Your #1 Priority

It is by now a proven fact that content is... Read More

Search Engine Optimization (SEO) - Fix Your OffPage!

Search Engine Optimization (SEO) is something you should be aware... Read More

Why Articles Are Not The Route To High Search Engine Rankings

If you have any interest in getting high search engine... Read More

Great Site Ranking in Google The Secrets Out

How many years did you register your domain name for?... Read More

PageRank for Websites: Is There More to the Web?

Google's PageRank has been around for years, and in the... Read More

Google Page Rank - Important Or Just Another Number?

In my last newsletter I wrote about how your websites... Read More

How To Design A Search Engine Friendly Website

There are many websites that fail to target their required... Read More

Website Promotion: 10 Search Engine Optimization Blunders to Avoid

If you want to develop a successful search engine optimization... Read More

Fixed Point of Reference

According to author Frank Peretti, "A fixed point of reference... Read More

Search Engine Updates vs. SEO

Webmasters always anxiously wait for a search engine update. Those... Read More

Is Something Missing From Your Keywords Research? (Part 1)

As you may already know, keywords are an essential part... Read More

What Is Search Engine Marketing?

It's in our genes, we're driven to seek. We 'hunt'... Read More

SEO, the Simplified Version

Lets get things straight. SEO is a very competitive market.... Read More

Do the Search Engines Know Your Website?

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

Search Engine Robots - How They Work, What They Do (Part II)

If your site isn't found in the search engines, it... Read More

7 Steps to Highly Relevant, Search Engine Friendly, and People Useful Web Site Content

The task is to build a Content Rich Search Friendly... Read More

Increase Your Link Popularity for Free

Among the many things you need to worry about for... Read More

Possibly The Biggest Misconception About Ranking Well In The Search Engines

Onpage search engine optimization are things that you can change... Read More

New MSN Search Engine: How Good is it?

If you have an online business or you just use... Read More

SEO Made Easy!

Search engine optimization remains a minefield of old advice, outdated... Read More

The Ultimate Free Google Ranking Tool

The first months my website was online, I was constantly... Read More

How to Improve Your Search Engine Positioning and Increase Traffic Today

Every website has times when traffic is higher than others.... Read More

Banned from Google and Wondering Why?

There are those that get on the computer one night... Read More

Keyword Targeting Strategy In Your Site

Once the keywords have been decided for the site one... Read More