Search Engine Optimisation – SEO – Keyword
Before you can start to optimize your web pages, you have to find the best Keywords for which you want to be listed.
This is a very important step. The first keywords that you think of might not be the best keywords that lead to the most visits (& sales).
4.1 Why keywords are the most important part of SEO
- A number 1 listing on Google can be totally pointless if it is for the wrong keywords.
If the wrong people or too few people search for that keyword then your SEO efforts will be in vain. The keywords that you choose are the most important factor that decides whether you succeed or not. If you target the wrong keywords, you’ll waste a lot of time, energy and money.
BE CAREFUL: Think twice before you start.
Many webmasters think that they already know the best keyword for their websites. If they haven’t done some research, they are usually wrong.
There are several reasons for that:
- You know your business much better than anybody else.
You know the special terms that are used in your branch and you know what you should search for when you’re looking for products like yours.
- Your customers don’t know as much as you!
They don’t know your terminology and they might use totally different keywords.
For example, a recent study found out that many people search for the keyword “nose job”. If you optimize your web page for the keyword “rhinoplasty” then these web surfers won’t find your site.
- Have you considered the intention of the searcher? Just because a keyword is used very often on search engines it doesn’t mean that you’ll get many customers. People who find your website through a special keyword might not be interested in purchasing.
It’s very important that you take some time to find the best keywords for your website.
The time and efforts that you invest in finding the right keywords will pay back in no time.
- You know your business much better than anybody else.
- 4.2 Choose the right keyword type to get more conversions
- When web surfers want to purchase something online, they go through three research phases.
Web surfers usually start with general keywords.
After becoming more educated about a particular product or service, they will use more specific keywords.
As soon as the web surfers know what they want, they use specific keywords.
4.2.1 Keywords for browsing
During the first research phase, web surfers use general keywords to find information.
For example, a web surfer might be interested in an MP3 player. The keyword that the web surfer might use in search engines could be:
- mp3 player
People who use keywords for browsing are usually looking for information only. Keywords for browsing usually have a very high search volume.
Getting a top 10 ranking for these general keywords is very difficult and nearly impossible.
It is unlikely that a web surfer who uses such a generic keyword will buy something.
4.2.2 Keywords for comparing
In the second research phase, web surfers narrow their selection because they now know what type of product they want.
For example, the web surfer might have found out the he is interested in an USB stick MP3 player with 1 GB flash RAM.
The keywords of these web surfers are more specific:
- mp3 player 8 GB
- mp3 player usb stick
- mp player under $100 a
- cme mp3 player
- example copr mp3 player
People who use keywords for comparing are more ready to buy. Comparing keywords are probably the best keywords that you can target for your search engine optimization campaign. They often have much lower search volume than general keywords but they will lead to more sales and it is much easier to get top 10 rankings for these keywords.
4.2.3 Keywords for buying
During the last research phase, web surfers know what they want to purchase. They are just looking for the website with the best offer.
For that reason, these surfers use very specific keywords:
- Acme 3Beat move 8 GB Video MP3 Player
- Acme 3Beat move 8 GB free shipping
- Example Corp. Megaplayer Clip 1 GB
People who use keywords for buying are ready to buy. However, these keywords won’t help you much if you offer competing products.
4.2.4 The best keywords for search engine optimization
Keywords for comparing are usually the keywords that work best for search engine optimization.
People who use that keyword type are looking for a solution to their problem and they are ready to buy.
To get best results with your search engine optimization efforts, you should concentrate on that keyword type.
- Do not use single word keywords
Single words cannot be promoted effectively.
For example, it is not likely that someone looking for “free accounting software download” is going to type just “software” into the search box.
Avoid the most popular keyword phrases because you’ll be competing with millions of other pages for a search engine’s attention. It is unrealistic to think that a new website could rank number one on a popular phrase like “mp3”.
More established companies who have been on the Internet for several years will have the big advantage of a high link popularity.
People who whose multiple word keywords are in the compare or buying phase.
They are more likely to purchase goods or services than those using fewer words.
- Multiple word keywords make your website more relevant
Search engines analyze all pages of your website and put them in a context.
Start with multiple word keywords and then extend your keyword list.
If you’re selling MP3 files, you should optimize your web pages for keywords such as
- “independent bands mp3”,
- “alternative grunge mp3”,
- “80s pop music mp3 download”
- …..and similar keywords first.
If your website has many rankings for these keywords, search engines will find out that your website is relevant to the mp3 topic.
As soon as search engines consider your website relevant to this topic, it will be much easier to get high rankings for keywords such as “mp3 download” or even “mp3”.
News Publishers – Meta Keywords and search queries
One of the best ways to ensure that your site appears for particular user queries is to make sure that your article naturally contains the words, names, and figures that are central to a particular news story. If you create an information-rich site that clearly and accurately describes your topic, you will improve your chances of appearing in Google search results for relevant queries.
Google’s crawler also makes use of a Google-specific metatag to help determine how to best classify your content. By implementing the
news_keywordsmetatag you can specify which keywords are most relevant to your articles.
For example, in an article about the World Cup you could add the following code to help Google News better understand the nature of your content:
<meta name="news_keywords" content="World Cup, Brazil 2014, Spain vs Netherlands">
Keywords could also be used to help disambiguate between related terms.
Again, if this particular publisher wanted to specify that this article reported on soccer’s World Cup — as opposed to rugby’s World Cup — then they could try the following:
<meta name="news_keywords" content="World Cup, Brazil 2014, Spain vs Netherlands, soccer, football">
Use a comma to separate each phrase or group of keywords. (Commas are the only punctuation allowed in the field.)
You can add up to ten phrases for a given article, and all keywords are given equal value. For instance, the first keyword is not considered a stronger signal than the tenth keyword.
Please keep in mind that Google uses a number of signals to determine ranking in addition to the prominence of certain keywords.