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Keyword IdentificationA keyword is the search term that a user types into a search engine to find relevant data. If a user is interested in fan sites for the Beatles, for example, their keyword could be “Beatles” or “Beatles fan sites.”
Choosing the keywords (or keyword phrases) that are most relevant to your web site – keyword identification - is paramount to optimizing your web site for the search engines. Keywords and keyword phrases can be garnered from many data sources. Start with keywords from topic knowledge or any current pay-per-click (PPC) campaign information. Expand your keywords by utilizing competitive research and web log analysis.
Unlike PPC search results, organic search results consider variations of a word to be different keywords, and therefore produce different result sets. (For example, the keyword “new home” would produce different search engine results than the keyword “new homes.”) To choose the very best keywords for your site, conduct research on which variations of a word produce the best results and conversion rates.
It is also important to find synonyms and related words for your keywords. For instance, if your primary keyword is “apartment,” you’ll want to consider words like “rental” and “condo” as well. |
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