SEO Services India

Keyword Selection Process

Keyword selection is very basic and the most important step in search engine optimization. The success of SEO campaign depends on keyword selection. While selecting keywords few points should be kept in mind such as they should be relevant to the site, they should describe the business suitably, they must be popular and attract considerable traffic, they should possess less competition and are less optimized.     

Types of Keywords:

Keywords can be classified into 3 categories.

a.      Single word keyword

b.      Multi word keyword

c.      Theme based keywords

a.      Single word keyword: Single word keywords are considered to be the most generic keywords. Usually they are targeted on the home page to attract huge traffic. Though they attract more traffic the percentage of relevant traffic is very low. Therefore SEOs prefer to use 3-4 word keywords to attract more relevant traffic.

b.      Multi word keywords: Two or more word keywords are called ‘Multi word Keywords’. Since multi word keyword contains a little described query, it attracts more targeted audience to the site. Also searchers always prefer to use 3-4 word keyword, it is more likely that your keyword matches the search query. Multi word keyword mostly contains qualifiers like place, color, location etc.

c.      Theme based keywords: Theme based keywords attracts highly targeted as well as good amount of traffic. Theme based keywords are considered as primary keywords which are relate do the theme of site. They are present across the site. The traffic attracted by theme based keywords is more likely to be converted into sales.

There are some broad steps, following which SEO selects keywords for the campaign.

Step 1:

The first step is to understand what the web site is all about. SEOs should know the theme of the site. Keywords should be then generated according to the structure of the site. Usually sites provide general information on home pages and other higher level pages. So more generic keywords should be targeted on these pages. The specific keywords should be targeted on inner pages that describe specific product or services or whatever the offering is!

Step 2:

Once generic or seed keywords are generated, and then next task is to expand it into key-phrases by adding specific keywords or qualifiers. Based on these phrases then we generate large number of keywords.

The seed keywords are either given by client or SEOs themselves generates seed keywords by understanding the business of the client. Studying Meta Tags of the competitor web sites also can do this. But mind that, this is just for reference. One can not entirely depend on the meta tags. Once the seed keywords are generated then we can use Wordtracker or Overture to derive a set of keywords.

Seed keywords need to add some qualifiers to generate more precise and specific keywords. These qualifiers can be anything from location to number to color to product. These are known as ‘sub theme keywords’. By using this we can expand the number of seed keywords to 20-30. Typically a sub theme key phrase could be of   2-3-4 word length. One recent study suggests that the typical searcher often uses longer queries. Many contain more than three words.

Now comes the time to check for the popularity of these sub theme keywords. Some or all of the tools mentioned in the keywords tools section could be utilized to measure the popularity of these keywords. Based on the popularity count of these tools we should come up with a descending order listing of our most unused but good key phrase. These are our good target keywords. As the competition increases on the keywords, deeper optimization then just building keyword specific pages will have to be done.

There should be some variations on sub theme keywords to get into the mind of the user. Now our set of 25 to 30 keywords will be expanded to include singular-plural word combinations, put together the same words in a different combination, using synonyms, building on the list of words using Thesaurus & a good dictionary.
The ideal set of keywords/ key phrases is to come up with around 70-100 possible ways of looking for that web site on the search engines (our key phrases)
Research on these variations of the sub theme keywords for actually combing up with the combinations that are relatively un optimized for yet popular.
At the end of this exercise we will have the ranked list of keywords, which we can start optimizing for.

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