Keyword Research

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#Relevant (to your website)  
#Relevant (to your website)  
#Low Competition (or, as low as possible)  
#Low Competition (or, as low as possible)  
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#High Intent (i.e. if your website sells products, you want phrases that imply the person is looking to buy)
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#High Intent (i.e. if your website sells products, you want phrases that imply the person is looking to buy)<br>
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A typical workflow for keyword research might be:
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#Assess the scope and number of target subjects for your project. You may cover a single niche topic (Digital SLR Camera Reviews) or more (Digital Cameras, Film Cameras, Photography Tips, etc.).  
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A typical workflow for keyword research might be:
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#Research synonyms for each topic. This ensures that the base keywords are the most appropriate for the target audience demographics; for example, in the UK, the terms ‘children’ and ‘kids’ are searched almost equally, but in Australia, ‘kids’ is twice as popular as ‘children’.  
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#Iteratively research related keyword phrases (using a tool like the Google AdWords Keyword Tool or Market Samurai). This is where the bulk of the research is performed: the base keywords are expanded (with additional keywords or variations in phrasing) and tested for competition, relevance and volume. As new possibilities emerge, these are iteratively expanded and tested.  
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#Assess the scope and number of target subjects for your project. You may cover a single niche topic (Digital SLR Camera Reviews) or more (Digital Cameras, Film Cameras, Photography Tips, etc.).
+
-
#Research synonyms for each topic. This ensures that the base keywords are the most appropriate for the target audience demographics; for example, in the UK, the terms ‘children’ and ‘kids’ are searched almost equally, but in Australia, ‘kids’ is twice as popular as ‘children’.
+
-
#Iteratively research related keyword phrases (using a tool like the Google AdWords Keyword Tool or Market Samurai). This is where the bulk of the research is performed: the base keywords are expanded (with additional keywords or variations in phrasing) and tested for competition, relevance and volume. As new possibilities emerge, these are iteratively expanded and tested.
+
#Aggregate, Eliminate, Normalize and Combine. When the keyword research has exhausted variations in the subject matter, the resultant possible key phrases are exported to a spreadsheet for further analysis. Duplicates are removed, similarities assessed and a consistent quality-threshold applied. From this list, a smaller subset is created that combines and normalizes single phrases into larger phrases, each of which encompasses multiple target key phrases. If required, these final phrases can be tested for intent by purchasing test Pay Per Click (e.g. AdWord) adverts, and the Click Through Rate and conversion rate measured for effectiveness.
#Aggregate, Eliminate, Normalize and Combine. When the keyword research has exhausted variations in the subject matter, the resultant possible key phrases are exported to a spreadsheet for further analysis. Duplicates are removed, similarities assessed and a consistent quality-threshold applied. From this list, a smaller subset is created that combines and normalizes single phrases into larger phrases, each of which encompasses multiple target key phrases. If required, these final phrases can be tested for intent by purchasing test Pay Per Click (e.g. AdWord) adverts, and the Click Through Rate and conversion rate measured for effectiveness.

Revision as of 09:06, 16 January 2011