The document outlines the importance of keyword research in driving search engine traffic and crafting effective online content. It discusses the benefits of keyword research, offers strategies for selecting effective keywords, and highlights tools available for conducting keyword research. Moreover, it emphasizes using keywords appropriately within website copy and various metadata elements to improve visibility and conversion rates.

1. Keyword Research and Content Writing
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

2. Why Do We Need Keywords

3. This site gets ZERO search engine traffic

4. This site gets SOME search engine traffic

5. This site gets LOTS of search engine traffic

6. What is Keyword Research?

7. Keyword Research can be defined as choosing the words,
which describe your product or service as, seen from the
viewpoint of your target market is the most important step in
the optimization process.
Keyword Research is the process of defining the right mix of
keywords, which are most likely to be used by potential
customers at search engines and directories.

8. Keyword research consists of a variety of inputs, both
qualitative and quantitative, both creative and analytical.
Keyword Research plays a crucial role in assuring that your
prospective customers will find you when they are looking for
your specific products and services.

9. Advantages of Keyword Research

10. • Drive traffic to your site by using the words people use
when they’re searching
• Write great website copy by incorporating terms that
people immediately identify with
• Plan profitable pay-per-click campaigns by building up a
broad range of keyword phrases that will capture your
market

11. • Develop great content ideas that directly address your
customers’ needs
• Understand your customers’ behavior and concerns by
analyzing the words that they use
• Measure the size of a potential online market by the number
of searches conducted, and
• Develop new revenue streams by using popular keywords to
inspire new product and service ideas

12. Top Tips for Effective Keyword Research

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 that
you select keyword phrases that reflect what a prospective
customer will enter in at the search site
Brainstorm - The brainstorming group should include those
with direct customer access (sales reps, customer support
representatives, product/content experts, and marketing –
don’t forget to review your own log files for additional data)

14. Check your Content for Keywords - If the Keywords you
optimize for are not used within the copy of your site, you will
not be able to get rankings for those terms
Goal is Conversions not Traffic - The goal of Search Engine
Optimization, and your keyword research, is not to just get
traffic, but to get valuable, ‘qualified’ traffic that can lead to
actual conversions
Avoid short, common phrases - Targeted keyword phrases
may generate slightly less overall traffic, but with targeted
keywords you will achieve ‘qualified’ traffic
Keyword Research is an ongoing process

15. Tools to be used for keyword research

16. Keyword Research Tools
http://inventory.overture.com/d/searchinventory/suggestion/
http://www.wordtracker.com/
http://tools.seobook.com/general/keyword/

17. Overture Keyword Selector Tool

18. In the scenario in
the table, the
traffic for the
term "men shoes"
may be far
greater, but the
value of more
specific terms is
greater. A
searcher for
“Gucci Man
Shoes” or “Steve
Madden Man
Shoes" is more
likely to make a
purchase decision
than one
searching for
simply a "men's
shoes."

19. Wordtracker - Keyword Services for Professional SEO

20. Free Trial – Login Page Click Here to Start the Trial

21. India

25. Where you must use keyword phrases

26. • Title tag - The title is particularly important and should
include your primary keyword phrase and if possible your
secondary phrase
• Description tag - If your description contains the search
term people enter, and it is the first text that Googlebot
comes across, then you’ve a good chance that Google will
display your description in the results

27. • Headings and subheadings - The <h> tags that are
used 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 the
keyword phrases are and use them in natural
language on the page

28. • Links on the page - The words used in live links tell the
search 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, good
for both accessibility and optimization.

29. 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

30. Thank You

31. Reference
http://www.wordtracker.com/keyword-research-
guide.pdf
http://www.linkedin.com/in/biswakesanmohanty