Keyword Selection process


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Keyword for the basic building block of every SEO plan. It is essential to ensure that the right Keywords have been selected to base the entire SEO plan on. Here we have provided a simplified view of the Keyword Research process, used to determine the right Keywords for your website.

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Keyword Selection process

  1. 1. Keyword Selection Process Simplified By -Shashank Gupta CEO & Founder Web SEO Services
  2. 2. Simplifying the treacherous ‘Keyword’selection process, which makes for thebuilding block of Search engineOptimization
  3. 3. What is Keyword? Anything that your customer is typing here; to locate you, your products/ services is a Keyword for you.
  4. 4. Ok now I got what’s a Keyword What Next?
  5. 5. Imagine your websiteis the ultimate goal,and each keyword is apath that yourcustomer can chooseto reach you.
  6. 6. You definitely cannot observeeach path for a potential customer
  7. 7. How to find rightpaths to monitor?
  8. 8. So now what?
  9. 9. Read on to find simple steps to selecting your keywords & making them work for you.
  10. 10. Step 1: You
  11. 11. If you own a business, the 1st stop in keyword selectionis your own ‘Business Details’. List down all details ofyour business:• Business name• Brand name• Brand specific product name• Name of each member of your management team
  12. 12. • Now go to a Search Engine and check up, where you rank for each of these items• You should have good rank for each of these keywords, and 1st rank for your own brand name at-least.• If this is not the case, then attack this list as your first priority.
  13. 13. Step 2: Customer
  14. 14. • Your customers/ readers know best what words they are using to find your business. Ask the customers to know what really works for them.
  15. 15. Research your Audience by• Listening to conversations on the social media, what terms to customer use to denote/ find your business?• Conduct small sample survey of your customers to know what words they associate with your business
  16. 16. Find Answer to Question like: • What is average customer looking for? • What are my visitors trying to accomplish • What question are my visitor asking? • What terminology describe the problem you solve? • What solutions do you provide?Check out: • Dictionary, and synonyms • Related categories in search directories • Relevant geographical phrases
  17. 17. Step 3:Competitor
  18. 18. Your competitor is best source of knowledgefor you. • Check out your competitor’s website, and analyze it for keywords. • List down all the keywords competitor has used. • Ensure these keywords are already covered in your website. • If not get them in order.
  19. 19. Step 4:Suggestions
  20. 20. • So far we have taken keywords from all our known sources namely: • You • Your customers • Your competitors Now how about getting some suggestion from the ‘Horse’s mouth itself’ !!
  21. 21. • ‘Google Adwords – Keyword Tool’ is the tool for these suggestions. This tool has basically been designed for the PPC users, but hey its free for all.• This tool works by taking certain inputs from you, and then it searched the Google database and throws up a list of suggested keywords.• These keywords are provided with the additional information of their monthly Local (area you have input) and the Global searches made using them.
  22. 22. • To use this tool you need to have some basic information at hand namely: Basic keywords which we have acquired in previous step Language preference of target audience Location of target audience
  23. 23. Lets use this tool for: • Keyword:- ‘You’ • Location – India • Language preference – All ( to include search made in all Indian languages which Google offers)
  24. 24. Keyword we entered Global Monthly Local MonthlySuggested Search for keyword Search for keywordKeywords
  25. 25. Use this tool to get suggestion from Google for more Keywords related to the one’s you have already collected
  26. 26. Step 5:Expand
  27. 27. Expand your Keyword list• Start with the ‘Keyword’ and expand it to make it broader ‘Keyword Phrases’• This expansion will help in ensuring that you do not miss out on some relevant and highly potential ‘Keywords/ phrases’.
  28. 28. The expansion works like your address in reverse order. Youraddress goes in the order of : Flat Number ( Unique to you) Building Name Name of Locality Moving down from specific to Generic Name of City Name of State ( Shared by all Name of Country citizens of the Country)
  29. 29. Keep adding details, to your keyword to make it key phrases.Keyword Expansion goes in the order of : SEO ( Common term) Search Engine Optimization Moving down from Generic to Search Engine Specific Optimization India Search Engine Optimization ( Unique term India, Mumba shared by few) i
  30. 30. List prepared now on to the next step
  31. 31. Step 5:Narrow down
  32. 32. • Expansion done, it’s time to check out these keywords based on few parameters so as to narrow down the list to make the list more realistic and manageable.• Use Google Insights for Search. This fabulous tool from Google will help you gain insights into the search’s being conducted across the globe, via Google.• Follow it up with ‘Google Adwords- Keyword Tool’. This will help you compare the keywords from a different perspective
  33. 33. Using the various filters offered, you can narrow down yoursearch to particular Time frame, Geographical Area, area ofinterest etc.
  34. 34. Lets assume you have a recipe blog; and want to add to it a recipes about cakes. Now lets find which keyword should you use in your entry. We will compare 3 keywords for the start.1. Blue cake2. Cheesecake3. Blue Cheescake
  35. 35. We can clearly see that interest in the term‘Cheesecake’ far outweighs that in the other two terms
  36. 36. Now lets move over to Google Adwords – ‘Keyword Tools’ to estimate the traffic for our shortlisted keywords.
  37. 37. AdWords tool confirms what ‘Insights tool’ showed. Term‘Cheesecake’ is showing maximum searches
  38. 38. • Both these tools confirm that ‘Cheesecake’ is the term you need to concentrate on• Similarly we can search for all the terms• we have listed down• The goal is finally to pick up a set of 10• keywords for our initial SEO campaign.
  39. 39. Step 6:Put Keywordsto work
  40. 40. • Pick up each keyword/ Keyword phrase and allocate a page on your website/ post on your blog to it Fghgjhkkhjjkrfgfdghh ghfjhg KEYWORD• Design content on Dgfhfgjhgjkk gvdfgfhyjtyjzvxvc the allocated page around the Keyword
  41. 41. Ensure the Keyword is mentioned in theEnsure the Keywords is mentioned in the1. Page Title 2. Page Heading and 3. Page Description
  42. 42. All set. Now all youneed to do ismonitor yourKeywords over timefor their trafficgeneration
  43. 43. Right Keywords and proper monitoring will ensure you success 
  44. 44. Shashank Gupta Owner & Founder Web SEO ServicesTwitter: @shashankscgBlog: www.webseoservices/blogFacebook: info@webseoservices.inWebsite: