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Keyword Research and Analysis

Keyword research and analysis is the foundation for all basic and advanced SEO services. Fundamentally, search engine optimization consists of only four parts including keyword research, on-page optimization, off-page optimization and results tracking.

Keyword research (and of course application) is arguably the most important aspect of SEO on a customer's website. If one does not pick the correct keywords to optimize a website around, then either little traffic will come to the website or worse yet, the wrong type of traffic will hit the website.

And, by the wrong type of traffic, I mean, traffic that does not convert into sales. When doing keyword research it is important to target keywords that will bring in potential buyers as opposed to information gatherers (if the website is geared towards sales and not an information site).

Keyword research itself can be broken up into two important parts including the analysis of targeted keyword phrases and competition analysis. Programs like Wordtracker, Overture, Keyword Discovery, Google AdWords Keyword Tool and many others can be used to come up with a list of targeted keyword phrases to optimize a customer's website around.

Many of these keyword tools can be used as standalone programs and offer excellent results. There are times, however, when it will be wise for the SEO to cross-reference the results of these tools to check out the strength of the keyword phrases across many different search engines and time-frames on the search engines.

Once a list of keyword phrases has been generated for a particular customer website, it is time to do the competition analysis of these keywords. This is a step that some SEOs and self-taught SEOs will fail to do, which will get them into hot water as the competition may be too stiff for their particular phrases.

For instance, a naïve self-taught business owner may want to get into the top 10 rankings for a term such as "home loans," but fail to do the competition analysis in order to see how many highly optimized web pages are competing for this phrase. They may work hours upon hours tirelessly to try to get their pages into the top rankings for this word only to discover their results are on page 30.

Competition analysis gives an SEO a ballpark estimate of how many web pages compete for a particular phrase. There are many tools on the market that will help with this analysis including a simple command or two in the Google search box.

But, even though an SEO may have an idea of how many web pages are competing for a particular keyword phrase, they many not have an accurate assessment of the strength or Page Rank of those pages.

One some occasions there may be little relative competition for a particular keyword phrase, but the top 10 or 20 results may be dominated by authority sites such as EDU, GOV, ORG or even dot COM sites with plenty of back links and PR that will mean that displacing these sites in the rankings will be nearly impossible for smaller, less authoritative websites.

So, as you can see, keyword research and analysis can become quite complex very quickly. Picking the right keywords is essential as well as doing comprehensive competition analysis that include number of competing web pages and authority of those pages.

Once, this is completed, however, coming up with a new and revised keyword list that reflects a high number of searches with low competition will yield optimal results for most customer websites.

 

 

 

 

 

 

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