View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
Keyword Research TutorialKeyword ResearchThis unit introduces you to keywords and keyword research. Keyword research is a fundamental partof the seo process. After completing this unit, you should be able to:• Understand how key phrases work• Understand the basics of keyword research and competitors analysis• Be in a position to compile a summary of possible key phrases for your own items or services• Understand the basics of integrating key phrases into your WebPagesThis unit assumes (but does not demand ) that you have finished the previous units in this course andthat you are comfortable with the concept of how search engines like google index webpages andposition them for relevance.5.1 just what keyword?A keyword is the term that people will kind into search engines like google when looking for yourproducts or services. Consequently, fundamental essentials phrases that you want your webpages torank for in search motor results.Keywords are usually stringed together to create larger keyword phrases , or keyword phrases , of upto four to five words. Whenever we refer to key phrases , we generally mean key phrases of this type:e.grams. ‘search motor optimisation’Single key phrases are either as well general or even highly competitive. If you kind one word rightinto a major internet search engine , it might return millions of webpages. By using a mixture ofkeywords which are relevant and specific to the item you are looking for, you lessen the amount ofresults, and therefore are more likely to find what you are searching for. Search engine customers areaware of this , and often use key phrases when looking for some thing on the web.e.g. Should you be looking to buy a second hand car in the uk , entering the word ‘cars’ in to Googlewill return a lot of results that are not relevant to what you are looking for. If , on the other hand, youapply the phrase ‘used cars uk’, you will return less results and more relevant pages.5.2 why keywords tend to be importantIn purchase to succeed in internet marketing and obtain a higher position for your item , it is essentialthat you simply choose the right key phrases for your services and products. By doing this, you
• Allow customers whore looking for your products to find your web pages in search engine results• Bring targeted traffic to your site.• By selecting key phrases that are each relevant and specific to your item , you are more likely to convert appointments into product sales , or appeal to the right type of audience.If, on the other, hands you target the wrong key phrases for your item , you run the risk of• Not being found in search engine results when people search for your product.• Bringing the ‘wrong’ kind of traffic to your site. Through ‘wrong’, i am talking about search engine customers who are not really actually searching for your product. This is not likely to turn visits in to sales or even encourage repeat visits.5.3 researching KeywordsKeyword research involves identifying the correct key phrases for your item or services. These arethe words and phrases people are probably to kind into search engines like google when searchingfor that product.5.3.one When to research keywords?Ideally, this should be done before you design your website. This is because the correct keywordsneed to be deployed in the right locations of your webpages in order to boost the relevancy of thosepages for the desired key phrases. Your content, routing and link structure just about all has to beconstructed around the proper keywords for your product.If you style your site prior to working out a keyword technique , your pages will eventually have toundergo extensive overhaul if you want these phones rank higher in search engine results. The samegoes if youre planning to optimize an existing site.It isnt impossible to optimise your site for keyword relevancy once it has been constructed. After all ,this is one of many tasks that Search Engine Optimisation businesses undertake whenever taking oncustomers with existing sites. NEvertheless , this process can be labour-intensive, pricey , and mayinvolve undoing a lot of the work currently done by your web-designers.5.3.2 Devising a Keyword StrategyYourkeyword technique involves finding the right keywords for the individualwebpages on yourwebsite and getting account from the competitiveness of those key phrases. We will take a look atkeyword competition analysis in the next area. For now we will focus on beginning to find the rightkeyphrases for your item.In purchase to determine the proper keywords for your products:• Find terms that people are likely to kind into search engines like google when looking for your products• Use a keyword research tool
• Check the keywords and keyphrases used by leading competitors’ websitesFinding the keywords people useInpurchase to find the conditions that people use , ask yourself, exactly what words would you kindinto search engines to find your products. Also request friends and colleagues exactly what termstheyd use when searching for your productonline. This will permit you to begin producing a list offeasible keywords for your web pages.5.3.three Keyword research toolsKeywordresearch resources are another way to research key phrases for your site.Because theyentry information on the search terms that people actually use , keyword resources can be aninvaluable resource whenever researching keyword phrases.Some keyword research tools are free ,while others tend to be commercially available. Attempt typing‘keyword researchtool’ or ‘keyword suggestion tool’ into search engines for a listing ofavailableresources.One from the more popular keyword research tools away there is Wordtracker(http://www.wordtracker.com/). Wordtracker functions with a database of the search phrases thatpeople have actually utilized in search engine looks for the last two months. By signing up totheirsupport , you can search this database for keyphrases and suggestedalternatives. You can alsoview the frequency of searches forspecific terms during the last 60 days along with other dataconcerning the sites which use those conditions.Search motor Optimisationexperts frequently use tools like Wordtracker. The benefit of these tools isthey give you a wider survey from the main and alternate key phrases people search for than thatgained by simply askingfriends and colleagues.While keyword research tools tend to be anextremely useful resource, note that the results cameback may notcontinually be one hundred percent relevant for your item. You will haveto use yourjudgement, which can be better knowledgeable by using keyword analysis resources in combinationwith the other techniques layed out inthis section of the course.TASK one : COMPILING a summary of KEYWORDSLet’splace some of these principles into exercise. Over the course of this unit, we will try to constructa list of the possible key phrases andkey phrases for your product/services, which we will add to andedit later on on. At this stage you should• Write down a summary of the words that youd type in to search engines when searching for that
item.• Ask buddies , family and colleagues to complete the same.• Visitwww.wordtracker.com and sign up for their free trial. Try out some ofthe phrases you gathered above , check their popularity because search terms,and note down any kind of suggested alternate search terms that you simply think might be relevant to your products.Retain this list for further reference and move on to competitors Analysis5.3.four Competition AnalysisInorder to use keywords effectively , you must be familiar with the sitesyou will be competing with forthe use of particular keyphrases. A few keyphrases tend to be highly competitive , meaning that youwill be less likelyto rank in the very first page of search engine results for all those terms even afteroptimising your pages.Your competitors may also haveforgot to use a keyphrase that people commonly use wheneversearchingfor any product. You might be able to exploit this ‘gap’ in the market through employingsuch a keyword by yourself pages.Therefore, there are two stuff that help your keyword research:• Competition analysis• Competition space researchWewill return to the subject of competition in later units of the course.For now, lets explore the way inwhich competitors impacts upon yourchoice of keywords.5.3.5 Checking Competitor’s WebsitesTo help determine which key phrases are befitting your product, you should find a couple of websitesthat rank highly for that item by search for it in one of the leading search engines like google (Google,yahoo , MSN).Once you find a few relevant sites , check the Meta information of their pages. This , as you areprobably aware, is located in the <head></head> from the document. This is often read throughfinding the menu in your browser which allows you to definitely view the ‘source’ signal of thedocument (in ie , click the ‘View’ menu, then ‘Source’ in the drop- lower menu), or even by saving theweb page locally and opening this in a web-editing package like Dreamweaver.Look at the Meta tag that are responsible for ‘keywords’. If present, you Here might find a list of thekey phrases for which the web page is attempting to position.Compare the phrases in the ‘keywords’ Meta tag with the terms and phrases in the following areas
• the ‘Title’ of the document• the ‘description’ Meta tag• the web page copy by itself , including headings• the anchor text for internal links.If the site is optimised for search engine ranking, then your same key phrases or keyword phrasesare likely to be repetitive in all these types of key regions of the web page (we will discuss theprocess of producing your keywords synchronous in this manner in a later phase ).EXAMPLE 1: this is actually the HTML code for part of a good optimised web site. Assuming for thetime being that this your competitor’s sites , check this using the methods above and try to find thekey phrases that it is trying to rank for.<!DOCTYPE HTML public "-//W3C//DTD html 4.01 Transitional//EN""http://www.w3.org/TR/html4/loose.dtd"><html><head><title>seo Training Course - SEO training Company</title><META name=description content="Search Engine Optimisation training course - search engineoptimization Training organization "><META name=keywords content="seo Training Course - SEO training Company"><meta name="name " content="seo Training Course - SEO training Company"><link rel=stylesheet href="includes/styles_home.css " type="text/css"><meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"></head><body><div id="contentWrap"><div id="main "><div id="content"> <h1>search engine optimization Training Course - Search Engine Optimisation training Company</h1> <p><strong>What is internet search engine Optimisation</strong></p> <p>seo is a logical process involving four distinct stages</p> <ol> <li>Resolving technology issues.</li> <li>Competitor and Gap evaluation. </li> <li>keyword research and implementation. </li> <li>upkeep and confirming. </li> </ol> <p>The aim would be to make a website more visible to its target market through the natural entriesof the main search properties. Failing to properly address all four stages from the SEO procedure willbias the effectiveness of any kind of SEO marketing campaign.</p> <p><em>a distinction should be made in between Search Engine Optimisation (search engine
optimization ) and search engine marketing (SEM). Search engine marketing is an umbrella term thatcovers many disciplines including , but not restricted to , Pay Per Click management , Bidmanagement as well as seo.</em></p> <p><strong>seo Training</strong><strong> </strong></p> <p>the objective of this search engine optimization training course would be to impart in the studentan extensive understanding of the principles and methodologies needed </p>Example one : Search optimization Training web PageBy now , you should have spotted that the phrase ‘Search motor Optimisation training course - searchengine optimization Training Company’ is repetitive four times in the <head> of the instancedocument. Seems like in the name tag and also the META tags coping with description, key phrases ,and name. The same expression also appears in the real page content as the very first heading(<h1>).Now look at the web page content. NOtice the recurring use of the phrases ‘search engineoptimisation’, ‘SEO’ (a good acronym for ‘search motor optimisation’) and ‘training’. This copy istherefore keyword wealthy.What then are the key phrases for this web page ? Well we can safely assume that nobody is goingto type the whole phrase ‘search engine optimization training course search engine optimizationtraining company’ into search engines ! Instead, here are a few of the key phrases that this site couldposition for:search engine optimizationseosearch motor optimisation trainingseo trainingseo training courseNote that i have place these conditions in reduce case simply because searches arent case delicate.We’ll go back to this instance again later on to explain why these key phrases have been chosen forthis specific page. For the time being , suffice to express that the key phrases combine two highlycompetitive and popularly searched conditions (‘Search motor Optimisation’, ‘SEO’) with moreprocessed terms which are more highly relevant to our specific product (‘Training’, ‘Course’).This is a fairly simple example in certain respects, because this site was already optimised. NOw let’sattempt some of these methods on your competitors sites. NOte that this may be a little more difficult,
because not all sites that position highly in search engine results have been optimised, or optimisedin the same way. NEvertheless , by exploring the information in both the <head> and page content oftheir webpages , you should be in a position to gain a few idea regarding (a) the keywords theyreattempting to position for, and (b) why they were came back as very first , second, or even third in thesearch results for the phrase you searched for.TASK 2: checking COMPETITOR’S SITES1. In search engines , Yahoo, and MSN, find websites that offer the same item or services as your website.2. Check the keywords/keyphrases they use, using the methods layed out above.3. Add this to the listing of keywords you compiled earlier.Once you have finished this , move on to the following section on how to edit a summary of candidatekey phrases.5.four.1 modifying and revising your keyword listThere are a few things to check whenever compiling and revising a summary of possible key phrases.Foremost amongst these are:• linguistic factors• are the keywords specific enough?• level of competition5.4.2 Linguistic factorsSearch engines‘read’ the key phrases on your webpages to a certain extent, however theycannotstudy in the same way because adult people can. Where we can usually understand whatsomebody means once they spell some thing incorrectly,make use of a synonym, or even say something ambiguous, search engines like google are generallystuck with the words on the page. Internetsearch engine algorithms can recognise words but they cant truly ‘understand’ language or eventhinkabout this in an subjective manner.For this cause , there are linguistic factors to take into consideration when modifying and revisingyour listing of keywords:Jargon.Don’t use jargon or even ‘specialist’ conditions that just people ‘in thebusiness’ are likely tolearn about , unless that is the market that you simply are particularly targeting. RAther , useconditions that the broader public is likely to use.• Synonyms and Polysems. Alternatives are two wordswhich have approximately the same meaning inside a certain framework. Forinstance , ‘second hands motors’ means roughly just like ‘used cars’
inthe context of automobile product sales. You may want to include commonly usedalternatives for your item (if any kind of exist) to your list of keyword phrases.Polysems, by contrast , are words with more than one meaning. If you use a keyword that could also refer to some thing entirely different from your product, you could direct the incorrect kind of traffic to your site.• Acronyms.Acronyms tend to be abbreviated types of words. In case your product is commonly known through its initials only (e.g. ‘SEO’ for ‘Search EngineOptimisation’), you may want to include its phrase to your keyword phrases.• Pluraland singular forms. You will have to use both the plural and unique forms of words if individuals are likely to search for both (e.g. ‘used car’as well as ‘used cars’)• Spelling. Be familiar with nationaldifferences. In instance 1 above , note that ‘search engine optimisation’uses the united kingdom spelling, while the US spelling would be ‘search engineoptimization’ with a ‘z’. You may have to consider such differences intoaccounts if you plan to rank highly in both territories.Notehowever, that lots of major search engines like google now provide to correct (and ‘Americanize’)bad spelling in search words, making this likely toturn out to be increasingly less important as searchengines like google become moresophisticated.• Capitalisation. Search engines like google do notexecute case-sensitive searches on your webpages , so you do not need to have the same keyword phrases in both capitalised and lower- case form.• Functionwords. Perform words are words like ‘and’, ‘the’, and so on. Thesetend to be ‘dead’ words as far as search engines like google are concerned. Because they are used so often in searches , search engines merely ignore all of them. Forthis reason, they ought to not type part of your keyphrases.5.4.three SpecificityWhenresearching keywords, you should ensure that the keywords you eventually select are specificenough for your product. The more specific your keyphrases tend to be , the more likely you tend tobe to bring targeted traffic to your site. If, on the other hand , your keywords are too vague or evengeneral, you might end up attracting traffic that is not actually searching for your product or evenservices.There are ways of making your keyphrase more specific , including:• Refining your keyphrase by adding an additional term.• Adding location towards the keyphraseEarlieron , we utilized the example of ‘cars’ like a keyword. NOw , if you plan to sell utilized carsonline , this keyword is too hazy and informs searchmotors nothing specific about your products. Youcan refine yourkeyphrase by adding ‘used’ to the keyphrase. Other words can be ofcourse be added,such as synonyms like ‘second hand’ or even the make and models of cars that you simply sell.
However, if you trade withinthe united kingdom , the expression ‘used cars’ in itself is not likely tobring the best potential customers to your site. This is where location becomes usefulfor making yourkeyword phrases more specific. You can refine your keyphraseby adding ‘UK’ to it. If you trade on asmaller degree , you can refine your keyphrase even further by making the location a town or a place.Remember, the larger the keyphrase, the more specific the results came back in search motors.5.four.4 degree of CompetitionWeshowed you how to determine the keywords on competitors’ sites above. A few of the keywordphrases you tap into this source (and some from the ones you come up with by yourself ) might behighly competitive.Highly competitive key phrases return several pages of search engine results and therefore aredifficult to position for.Forexample a competitive expression like ‘mobile phones’ results a staggeringthirty ,000,000 or soresults in Google! now , if you are a united kingdom trader that sells mobile phone accessories, youarent likely to position highly for this keyphrase or gain desired presence through use of thisphraseon its own.There tend to be , however, ways of reducing the competitors and ensuring some kind of presence insearch motor results• Refine keywords in the manner layed out above• Exploit a gap in search engine marketingIfone of your keyword phrases is highly competitive , you may want to refine itby making it much morespecific to your actual item or through ‘localising’ this in the way layed out above.For example, the word ‘searchmotor optimisation’ is really a highly competitive term, and can returnmany pages of results from competitors in the field. For this we could include ‘Search motorOptimisation Scotland’ to localise our services. In ourcase we have processed our keyphrase toinclude ‘Training’, as it is much more specific towards the actual support we provide. In this mannerwe have mixed a highly competitive term having a less competitive factor.Anotherway to fight off keyword competition is to find a keyphrase that peoplecommonly use tosearch for your product but that not one of your top competitors are using in their webpages.TASK three : EDITING and REVISING your KEYPHRASES
By now you should have a summary of possible key phrases. Now modify and revise your checklistaccording to the principles outlined above• Revise your checklist according to the linguistic factors layed out above, including or getting rid of keywords where necessary.• Revise your checklist to make key phrases specific to your product.• Checkthe competition of keyword phrases by searching for them on the internet andthrough looking at the pagerank of top sites for all those terms, and edityour list appropriately.5.5 How to use key phrases in your web pagesBynow you should have a summary of potential key phrases for your site. Wewill begin to beginlooking at how you can integrate all of them intoperson pages on that site.5.5.one Keyword placementYou should try to put the keyword phrases you wish a page to rank for in the subsequent areas of thatpage:• Title• Meta information, i.e. Key phrases and description (not really case delicate )• Page heading• Page content ,• Anchor textual content of links.Lookback again at instance 1, and our ‘Search Engine optimization Training web Page’. On thisexample we had how the precise phrase ‘Search Engineoptimization Training Course - SEO trainingCompany’ was repeated term for term in crucial areas, that is the title, the Meta information , andthevery first heading from the page.This page is therefore synchronous,as the keyphrases in a single crucial the main page tend to besynchronisedalong with , or reflection , the keyword phrases used in other areas of the web page.Thisis boosted by the fact that the page content is keyword rich, and repeats areas of our keywordphrases (‘Search motor Optimisation’, ‘SEO’,‘Training’, and so on.) throughout the first couple ofparagraphs.Onething this example doesnt show is that keywords can be used in theanchor text of links. Becausethe anchor text in links passes relevancy on to the web page being linked to , keyphrases for certainpages should also be used in the anchor text of links to those pages. Inner linking and anchor texttend to be covered much more fully in later unitss on thiscourse.In specific , pay attention to the subsequent ‘hotspots’:1. PageHeading. Your page proceeding should contain your main keyword phrases andreflection the exact expression used in the page name and Meta information2. FirstParagraph. Although your entire web page copy should be keyword wealthy , tryto put all your
main keyphrases in the first section or two of yourweb page copy, since it will be one of the first things to end up being read through searchmotors and visitors.5.5.2 keyword SpammingA word of warning: the incorrect deployment of keywords in your web pages can cause your site tobecome penalised through search engines.‘Spamming’in this framework means an effort to technique search engines in to believingthat yourpage is more relevant for any certain keyphrase - generally byrepeating that keyword over and overagain.In the early days of search engines, people tried to fool the search engines in to believingthat theirwebpages were much more relevant for certain terms than theyactually were. It was often done bycramming loads of keywords in to the Meta keywords tag of the web page. Often these types ofkeywords werent strictly related to the content from the site.Search engineshave now built in steps to counter-top such raw attempts at deception.The majority ofsearch engines wont rate the relevance of pages on the basisof on page factors alone.The general rule of thumb is that yourweb page content should be keyword wealthy , but not towardsthe extent that you simply simply repeat the same expression on the web page a hundred times.Besidesoperating the risk of being penalised through search engines, keyword spam can putcustomers and visitors off. Internet users are becomingprogressively sophisticated and usually knowwhen theyre being‘spammed’. Instead of merely repeating just one phrase again and again ,givevisitors the information they want. This is more likely to createtrust and encourage repeatappointments.SEO copy writing is notregarding spamming. Instead , it involves getting a balance in betweenkeywordwealthy content and also the normal needs of internet copy, such as makingyour pagecontent clear, informative , ‘scanable’, and professional.Your articles should retain the keywords foryour niche , but not at the expense of plain English. Attempt to integrate keywords into your pageduplicate in a way that nevertheless allows that copy to ‘flow’ and impartinformation in the normalmanner.5.5.three Where and when to use your keywordsWhen you research and revise your list of possible keywords, you will likely end up with a reasonablylong checklist. Here are some suggestions on how to deploy them.
Firstly, don’t attempt to make your homepage position for all your possible keywords (particularly ifyou have several potential keyword phrases ).If you appear back to instance 1, you can observe how this page has targeted 4 or so main keywordphrases on this web page. Note also how even these couple of phrases permit various mixtures ofkeywords. This enables potential importance for searches like ‘search engine optimization training’,‘seo training’, ‘seo course’, and so on. Try to integrate your keyword phrases in a manner that allowsfor these kinds of searcher combinations.There are good reasons why you should not make use of all your keywords in your main web page.This will reduce the keyword density of this page, while you will have to match more keyword phrasesinto your page content. Focus on the main keyphrases for your product in your main web page , andreserve other key phrases for other pages.Later in this course we’ll discuss reinforcing key phrases and focusing Page Rank on differentwebpages within your website. For now, we’ll just explain that you should aim to get person pagesposition for different keyword phrases. Remember that search engines like google rank person pagesin your site rather than your site in general.A good rule would be to place the main keyphrases for your product in your main web page and otherless important keyword phrases on your other pages. This may allow those same pages to rank forany less competitive term or perhaps a keyphrase for any related or even subsidiary service orproduct.5.6 ConclusionAs in many areas of seo , there is no secret that will automatically give you the successful keywordsfor your product or even services, and finding the right key phrases takes time, work , and a little bit oftrial and error. NEvertheless , by following the principles layed out above, you arm yourself with achance to research key phrases in an effective manner and deploy these questions way that exploitstheir possible.REFLECT: what do you understand by the following conditions ?• Keywords and Keyphrases• Keyword Relevancy• Keyword Competition Analysis• Keyword Placement• Keyword Density• Spamming
Once you feel that you simply satisfactorily understand these conditions , move on to the followingunit from the course.Course Index01: A Free search engine optimization Training Course for Hubbers02: SEO course Outline03: An Intoduction to SEO04: An intro to Search Engines05: Search Engines and Latent Semantic Indexing06: Search motor Users07: keyword research (You Are right here )08: Competitor Research09: A Guide to PageRank10: On Page search engine optimization Part 111: On web page SEO component 2 - Introduction to Quality SignalsRelated SEO Hubs And ArticlesArticle SpinningWhy article spinning Is A complete Waste of TimeSmall business SEOInternet marketing Scotland: promoting business online along with professionalism and ethics.Costa Rica SEO