Keyword research the foundation of any digital marketing campaign. Keywords are the search phrases or terms a user types into a search engine to find information and/or products. Effective SEO involves understanding and analyzing the intent of an internet searcher and/or potential buyer conducting queries on the internet when conducting search engine queries.
Your ultimate objective is to refine your keyword strategy with precision around a particular niche of a market as a means to boost profits for your online business.
Keyword research requires more than just educated guesses as to what the intent of internet searchers may be when they type data into search engines to find your online business. Effective laser targeted keyword research requires raw data and analysis of metrics, so that you can distinguish between the volume of searches undertaken on an exact phrase or keyword term as opposed to a broad or phrase match.
BROAD MATCH VERSUS EXACT KEYWORD
Broad search means that keywords appear somewhere within a search string, but not necessarily in the same order or context, whilst exact match keywords return the specific terms or keywords users type in to search engines when conducting search queries.
It is important to look at exact matches when using a keyword research tool, which keyword research tools make relatively simple. For example if you were using Google’s keyword tool you merely check the box on the left side of the screen. Other keyword tools such as Market Samurai offer similar functionality. Market Samurai is an incredibly sophisticated keyword research tool which eliminates the guesswork or estimating necessary to launch a new business or venture if you understand how to harness it’s power. It enables you to laser target profitable niches with pinpoint accuracy. You can test the commercial viability of her market before consuming time and resources into developing a campaign.
You can’t afford to underestimate the implications good keyword research and analysis has on your SEO strategy. You don’t want to go to the expense and time of optimizing a page or website to rank highly for a keyword which has little actual or potential traffic or which is so competitive that it will be impossible to rank for. You need to focus on being realistic when selecting and pursuing keywords, choosing those which are going to yield value.
There are many different metrics which a good keyword research campaign will need to factor in other than merely the value of a keyword, measured by the volume of search traffic for that keyword on a periodic basis. When conducting keyword research you need to guage the level of competition for a keyword to determine whether it is attainable.
When conducting keyword research it is important to be aware of how typographical errors, regional spelling variations and jargon can impact upon the keywords which searchers enter into search engines when conducting queries to locate your online business.
Geo-targeting has emerged as a popular trend in search engine optimization and search engine marketing for online business, with the result that local businesses are trying to boost their online rankings based on search results in their target market based around a defined geographical region. Keyword research for geographically targeted keyword research strategies are conducted with this in mind.
IDENTIFYING THE RIGHT KEYWORDS
An effective keyword strategy is one correctly identifies the optimal keywords for your online business, whilst studying the competition you will encounter in trying to rank your website for the keywords targeted. Once you formulate a thorough and comprehensive keyword and content development strategy you are better positioned to accomplish your SEO goals to boost your rankings.
Keyword research isn’t an exact science and requires creativity, experimentation, revision, and ongoing review. However once you know your keyword terms, their competitiveness and value, you will be able to begin seeding content and links on relevant websites, blogs, forums, news pages, optimize your code and plan what is known as your anchor text of your back links, which are extremely important in boosting your ranking.
You need to take a very disciplined, structured approach to keyword research particularly where you are aiming to rank for highly competitive generic keywords which may be almost impossible to rank for unless you are extremely creative in your approach. If you have optimized your website’s theme and design, you can try to leverage related keywords which Google will give you some advantage for in ranking for highly competitive more generic keywords.
For instance if you are marketing your hotel in Quebec, you may not have much chance in getting ranked for a keyword phrase such as ‘Hotels Canada’ however you may be still be able to reach potential buyers by optimizing your website for a long tail phrase such as ‘booking room Hotel Y Quebec Canada’. You can discount a lot of the traffic for hotels canada as it will be irrelevant to your Hotel.
On the internet, search traffic is not always going to consist of searches who are conducting searches with a view to buying. Users may be using the internet merely to research various aspects of a topic. The phrase ‘serious online commercial intent’ is often used to describe buyers who are ready to purchase.
ON-SITE OPTIMIZATION VERSUS OFF-SITE OPTIMISATION
On-site SEO optimization simply means designing your website architecture and organizing your code and templates effectively. Some of the elements of on-site optimization include formulating the right keyword density, heading and title tags, site structure, design elements and internal linking practises on your website. Off-site and off-page SEO optimization involve obtaining links from as many relevant, high quality authority sites on the same niche if possible.
Once you have your keyword strategy in place, you will want to add content to your website which supports, re-inforces and highlights relevant key sections of the site to strengthen your online business presence. It puts you in a better position to control how Google views, indexes and presents your website and web pages to searchers. Pieces of content created or developed should be ideally assigned to each keyword phrase list which in turn is used as a a guide for your internal linking strategy to ensure consistency.
The main mistake online businesses make in conducting SEO campaigns is going after the wrong keywords.
CONDUCTING KEYWORD RESEARCH AND ANALYSIS TO DISCOVER PROFITABLE NICHES
Even if you are not conducting online business selling products and/or services, you will begin to see the potential of good keyword research to discover and exploit profitable untapped niche market opportunities. By performing keyword research and analysis using reliable data you take on the mantle of a detective, discovering powerful business intelligence which you can utilise, in this case discovering keywords to find out what people are looking for and then delivering it to purchasing customers. This is the way you can gain an edge in almost any marketplace. Knowledge and data is regarded as a powerful asset used by businesses in their activities.
keyword research is the most critical process of an effective SEO campaign. You must narrow down the keywords you want to target from potentially thousands of options and choose the group of keywords you want to target which converts. If you are completely new to keyword research there is an excellent course which is free for the first month on a trial basis called The Keyword Academy.
Click Here for a Free 30 Day Trial of Keyword Academy. You have nothing to lose as if you cancel in the first thirty days you won’t pay anything by cancelling via paypal.
The Keyword Academy offers step by step instruction that teaches you how to build sites, with tools to make keyword selection and link building understandable. At the core of the Keyword Academy methodology to making money online is understanding keywords.
The Keyword Academy consists of a number of other features such as original articles for your website. I first became acquainted with The Keyword Academy when reading Lis Sowerbutt’s famous Passive Income Online blog. Lis always recommends top quality affiliate marketing products and can be trusted to give balanced reviews on products rather than sales pitches.
Members of Keyword Academy 2.0 get access to Postrunner, which is a tool enabling you to guest post articles on other peoples’s blogs, an effective way of attaining high quality back links. Other tools include Streamline, essentially a task management tool. The Keyword Academy is a great place to learn the ropes of Internet marketing and keyword research.
Those who have conducted keyword research and executed keyword strategies will know that basic keyword research process is a fluid one, where you mine data to generate a starter list, refine your list into a master keyword list, and then rinse and repeat the process, adding alternatives or variations to your master keyword list and possibly removing keywords with relatively weak search volume compared to related keywords you may uncover. It is an ongoing process of refinement, involving web analytics, which means reviewing the logs from your internal website search.
By mining your analytics data you can focus more narrowly on keywords that may attract little traffic yet have high enough engagement and/or conversion rates to justify further re-targeting. Attaining high traffic isn’t an end in itself, and mining your analytics data will enable you to identify and exploit what is referred to as “low hanging fruit”, traffic with high potential for conversion.
There are searches you can run to see where you rank for certain keywords and what derivatives or other keyword terms in the tail you are not ranking for. If you have won or own a head keyword but not the derivatives you can start writing content for the derivatives to try to attain these. The head of a ‘long tail’ keyword may be very competitive, so don’t make the mistake of overlooking other related keywords which may present profitable opportunities.