Tuesday, February 04, 2014

Ben Norman's SEO Made Easy Range: Day 2 - Keyword Research.

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7 Day Search Engine Optimisation Course

Day 2 - Keyword Research.
Keyword Research is the most important part of any well oiled (and profitable) campaign. It is also normally the most over looked.
It stands to reason that no-one will know your market like you and that you will indeed know best. But do not let yourself become tunnel visioned and ensure you do not skip this step by saying "I know what keywords I need to be ranked for so don't need to do it". If you fall in to this trap you run the risk of missing out on finding your killer phrases and losing out on massive amounts of traffic.
The first part of finding your keywords is to get a list of the keywords you believe are going to be the keywords your prospective clients would use to find your website. Once you have this list of keywords you need to do 2 things. Number 1 order the phrases by relevance (are the phrases really indicative of what you do or just mildly on topic, if mildly get rid of them) and also search volume (the number of times that keyword is searched for) and number 2 remove the vanity phrases. Vanity phrases are the phrases which people go after without thinking about it properly. For example a classic vanity phrase for me to use would be "SEO" which I have no doubt would bring in lots of traffic but most of it would be off target and not relevant for me so lots of effort to try and get ranked for it for not allot of payoff. For example they may be really searching for things such as "SEO Jobs" and "SEO Forum" both of which would be off target for me.
You now need to find out the amount of searches for your selected keywords and for that you are going to need a little help so, follow the link and sign up for a free trial there are other keyword services out there but Wordtracker is renowned as being the market leader. The link I have given you will give you a free trial but it is one of those tools that if you are serious about doing this you should purchase.
Once signed up and logged in it is a simple as pasting in your seed terms and letting Wordtracker do its thing. Now you can also get Wordtracker to suggest other relevant phrases and this is normally the part where you find a few new phrases you either hadn't thought of or that do not have a massive amount of competing pages and so will be easier to rank for. Either way I'm sure there will be a few "well I never would have thought of that's".
Now you need a copy of your sitemap and you need to map the relevant phrases to the most relevant pages of your website for them to be on. Do not clutter your pages with lots of keywords, you should be keeping each page down to between 1 and 3 search phrases. If you use too many phrases on each page you run the risk of missing them all. You must ensure that you are also realistic with your keywords and stick to two or three word search phrases to ensure you are going to be able get some results.
We will go into more detail on what to do with the keywords when we get to the On Page Optimisation module but until then focus on putting your keyword list together mapping them to your pages.

Tomorrow we will be looking at website analysis and competition research.