Keyword Research - Intro to SEO

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Keyword Research

One of the more important aspects of creating a Web site for your business is to attract as many search-engine hits as possible.

The key to that is to monitor the words people use while searching for topics in your line of business. For example, if you are starting a sporting goods store online, you should research what some of the more popular keywords that are used to find sporting goods on the Web.

A random search for “baseball caps,” for example, resulted in a staggering 19.7 million listings in Google recently. The more times you have the words “baseball caps” in your Web site, the greater the chance your online business will be near the top of the list. However, “baseball caps” is a very broad term. If you use “fitted baseball caps,” you have more of a distinct description that might get your site more hits.

Your goal is to attract as much search engine traffic as possible. The keywords you choose will make the difference between drawing plenty of new customers or failing to make your sales goals.

If you use common words similar to what the customer expresses instead of using official business verbiage for your search-engine optimization, you will draw more hits from search engines such as Google, Yahoo and AltaVista.

You can determine what keywords the customers are using through marketing research tools. Some Web sites list secondary keywords that most often go with primary keywords. One keyword research tool offers keywords such as “Nike Air” and “Jordan” to go with “basketball shoes.”

Using this example, if your Web site has plenty of references to “basketball shoes,” “Jordan,” and “Nike Air,” chances are you will be found by a customer performing a keyword search on a search engine.

A couple of the more helpful keyword research sites are http://inventory.overture.com/d/searchinventory/suggestion/ and https://adwords.google.com/select/KeywordToolExternal. These sites allow users to input a generic keyword and it returns a list of potential original and unique keywords that can be included.

For example, in the Google site, if you type the word “shoes” and strike the “Get More Keywords” button, the site will return a long list of keyword possibilities. Among them: “brand name shoes,” “indoor soccer shoes,” and “womens golf shoes.”

This type of research is invaluable to draw the most traffic to your site. If you specialize in soccer shoes, it would be very wise to have the words “soccer shoes” populated heavily throughout your site rather than have soccer and shoes separated. When the user types “soccer shoes” into a search engine, your site has a better chance to be recognized.

In summary, you must list a set of keywords for your business that you believe is the most valuable in terms of online searches. Research those keywords on popular search engines such as Google, Yahoo, AltaVista, HotBot and MSN. Look at the sites that are listed high in those search engines for more keyword ideas.

Write your final list of keywords that you feel comfortable with and populate those heavily into your content.

You should not take for granted what words people might use to search an item or topic. Your customers’ tendencies are very important to evaluate. Scrutinize your content to make sure it is designed for your customer.

Do not be generic with your keywords because they are most often used and are very competitive. Analyze the success your competitor has using specific keywords and go after the same audience, using your own creativity. Once you have determined the most effective keywords, extend them into keyword phrases (usually three to five words in length) that might mirror what a customer will write in a search engine. An example: Nike Jordan basketball shoes or Jordan Nike Air basketball shoes.

Do your homework on keyword-rich links from sites within your marketplace. If you can link those sites to your Web site, your business will take a significant step forward.

In short, with all the Web possibilities in today’s world, you have to plan thoroughly and be creative to make your site become a target for a search engine. Otherwise, the customers will not know of your business and where to find it. It will be like having a store at the end of a dead end instead of in the middle of a busy thoroughfare.

Thank you to Javier Moralas for this Keyword Research article

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