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Keyword Generation And Research 
By: Adrienne Embery-Good 2008-02-07 Keyword research serves as the foundation for any SEO campaign. The Keywords and keyword phrases found in that research are used to target highly specific visitors... Keyword Research Theory ... who will be interested in your website. If the research is conducted incorrectly, or does not have the global objective in mind, the outcome of the SEO campaign can be affected negatively due to poorly qualified traffic that is not interested in what the site has to offer. What Are Keywords? Generally speaking, a keyword is any term or phrase that can be associated with your website. However, there are often terms that relate to your website but may not be valuable because the user searching for such a keyword does not find your site of value to him or her. For example, a custom motorcycle builder has a website that advertises Custom Choppers, an obvious keyword such as choppers would not be as highly valued as a more specific keyword phrase. The term choppers can be associated with many sectors other than motorcycles. For instance, a website about helicopters, wood chippers, kitchen knives, etc. can also be associated with that term. This idea introduces the long-tail and short-tail theories of keyword research. Short-Tail vs. Long-Tail A short-tail keyword is a term that gives a broad and general sense of what the website is about but is also loosely related. In the example above, motorcycles or choppers would be considered a short-tail keyword. These two keywords can have hundreds of results that very due to different uses of the term. A long-tail keyword is a term that gives a specific description of what will be found on the website and is directly related to the sites content. Using the same example, handmade custom V-twin choppers would be a long-tail keyword. This term is very specific as to what the site is oriented towards and therefore when queried in the search engine by a user, the user is more likely to be interested in the subject matter of the website. Now that we know the different types of keywords, how do we know what combinations of either are most valued? Researching & Selecting Keywords Submitawebsite uses a number of online tools in generating and selecting valuable keywords. With keyword generating programs we are able to scour the Google database for the most searched and relative keywords to any given industry. The data returned by the keyword program displays several valuable metrics in deciding what keywords will send qualified traffic to the website. The two most important metrics in used in the selection of keywords are search volume and advertiser competition. Search volume relates to the number of searches that a given keyword receives on average. A higher search volume indicates that the term is popular amongst search engine users and is therefore a valuable term. However, in selecting terms with high search volume, the logic of relativity must be used to sort out ambiguous keywords such as the aforementioned choppers. Advertiser competition relates to the popularity of a term in the paid search category. A keyword that returns a high advertiser competition indicates that this keyword is heavily bid upon in the paid search network. By this we can deduct that this keyword is valuable and tested term by competitors that returns quality traffic interested in the sites content. Conclusion Keyword research and generation is a process in which search engine trends and user tendencies are observed to capture the largest audience. However, a large audience is not valuable unless they are interested in what the website has to offer. Therefore, logic and reason are incorporated into Submitawebsites keyword research as well as years of top SEO experience. Comments Tag: Keyword Add to  Del.icio.us |  Digg |  Reddit |  Furl Have a bookmark! -  About the Author: Prior to joining to Submitawebsite, Adrienne Embery-Good served as the Senior Marketing Coordinator for Meritage, a leading custom home builder. A proud Wildcat, she graduated Magna Cum Laude from the University of Arizona with a Bachelor of Arts in Journalism. As Marketing Coordinator, Adrienne works closely with the company President to ensure goals are met and exceeded. In addition, she is tasked with industry networking and is in charge of Search-related content development and distribution. |
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