Keyword Research


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The following presentation would cover –
Why Do We Need Keywords?
What is Keyword Research?
Advantages of Keyword Research
Keyword Research Tools
Top Tips for Effective Keyword Research
Where you must use keyword phrases

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Keyword Research

  1. 1. Keyword Research and Content WritingThe following presentation would cover – Why Do We Need Keywords? What is Keyword Research? Advantages of Keyword Research Keyword Research Tools Top Tips for Effective Keyword Research Where you must use keyword phrases
  2. 2. Why Do We Need Keywords
  3. 3. This site gets ZERO search engine traffic
  4. 4. This site gets SOME search engine traffic
  5. 5. This site gets LOTS of search engine traffic
  6. 6. What is Keyword Research?
  7. 7. Keyword Research can be defined as choosing the words,which describe your product or service as, seen from theviewpoint of your target market is the most important step inthe optimization process.Keyword Research is the process of defining the right mix ofkeywords, which are most likely to be used by potentialcustomers at search engines and directories.
  8. 8. Keyword research consists of a variety of inputs, bothqualitative and quantitative, both creative and analytical.Keyword Research plays a crucial role in assuring that yourprospective customers will find you when they are looking foryour specific products and services.
  9. 9. Advantages of Keyword Research
  10. 10. • Drive traffic to your site by using the words people usewhen they’re searching• Write great website copy by incorporating terms thatpeople immediately identify with• Plan profitable pay-per-click campaigns by building up abroad range of keyword phrases that will capture yourmarket
  11. 11. • Develop great content ideas that directly address yourcustomers’ needs• Understand your customers’ behavior and concerns byanalyzing the words that they use• Measure the size of a potential online market by the numberof searches conducted, and• Develop new revenue streams by using popular keywords toinspire new product and service ideas
  12. 12. Top Tips for Effective Keyword Research
  13. 13. Start with a goal in mind - Whether it is to increase sales,gain newsletter subscribers, or get new prospect leads, etc.Think like a Prospective Customer - it is important thatyou select keyword phrases that reflect what a prospectivecustomer will enter in at the search siteBrainstorm - The brainstorming group should include thosewith direct customer access (sales reps, customer supportrepresentatives, product/content experts, and marketing –don’t forget to review your own log files for additional data)
  14. 14. Check your Content for Keywords - If the Keywords youoptimize for are not used within the copy of your site, you willnot be able to get rankings for those termsGoal is Conversions not Traffic - The goal of Search EngineOptimization, and your keyword research, is not to just gettraffic, but to get valuable, ‘qualified’ traffic that can lead toactual conversionsAvoid short, common phrases - Targeted keyword phrasesmay generate slightly less overall traffic, but with targetedkeywords you will achieve ‘qualified’ trafficKeyword Research is an ongoing process
  15. 15. Tools to be used for keyword research
  16. 16. Keyword Research Tools
  17. 17. Overture Keyword Selector Tool
  18. 18. In the scenario inthe table, thetraffic for theterm "men shoes"may be fargreater, but thevalue of morespecific terms isgreater. Asearcher for“Gucci ManShoes” or “SteveMadden ManShoes" is morelikely to make apurchase decisionthan onesearching forsimply a "mensshoes."
  19. 19. Wordtracker - Keyword Services for Professional SEO
  20. 20. Free Trial – Login Page Click Here to Start the Trial
  21. 21. India
  22. 22. Where you must use keyword phrases
  23. 23. • Title tag - The title is particularly important and shouldinclude your primary keyword phrase and if possible yoursecondary phrase• Description tag - If your description contains the searchterm people enter, and it is the first text that Googlebotcomes across, then you’ve a good chance that Google willdisplay your description in the results
  24. 24. • Headings and subheadings - The <h> tags that areused throughout an article should contain keywords.So a heading of “Our new product range” is poor;“Our new range of vegetarian dog food” is better• Body copy - The writer should understand what thekeyword phrases are and use them in naturallanguage on the page
  25. 25. • Links on the page - The words used in live links tell thesearch engine what “this page” is about and also what the“linked-to page” is about• Alt text - For every image, write an alt attribute tag, goodfor both accessibility and optimization.
  26. 26. Additional areas/places• References at the bottom of the article• Add a takeaway box• Link title• Testimonials from satisfied customers• Signature box at the end of the article
  27. 27. Thank You
  28. 28. Reference