Key phrase working out represents major of aspects of any attempt of optimisation. It shows process of election by the optimal on the importance »a key phrase helping visitors to find your site. You can spend days and months, carefully adjusting your web pages for the best ranging by leading searchers, and all it will be vain if you do not find the correct decision for yourselves. Therefore, the most important step to any optimising company - identification of your target audience and research of what key phrase will be used by it for search of a site of your subjects. For successful realisation of any marketing strategy, it is the extremely important to know your audience and every possible ways to subdue it. It is required to be focused definitely, for example, in the set direction, region or the country; it can be specific business, trade, a product as we have started talking about certain audience.
There is such concept as Brainstorming, in transfer "brainstorming" is a process of generating, the every possible, most extensive list of keywords for your web site, at once without understanding, whether they are good. Why so? - It is responded. You do not go in cycles in one phrase. Value of this process in thinking widely and freely - then you can capture as much as possible by means of keywords area of your business and do not miss meaning key phrases.
Do not forget about language of a site and language on which you speak. Will study language, features of a trade if it is a question, for example, of a site of legal firm. Frequently the slang, and professional expressions which use in a narrow circle on work, demands easy adjustment for reflexion of features of use of the searcher by clients. In particular it proves to be true at use of reductions.
To understand correctness of such terms - it is very important. As while these highly focused terms can not receive in addition enormous volume of the traffic, they often are the most relevant in the search plan. Highly relevant search terms, it is what the majority of people involved in certain structure of business uses.
Important as to know, what additional words can be used together with reductions for creation of qualitative search. One of things which is found out by the expert in Internet marketing - understanding as people use a search engine. During process of "brainstorming" for us a commonplace to specify and expand some of search terms for finding-out of that behaviour who searches.
All it is good, but how to you to process the text at construction of the list of keywords?
One of the best variants - to read your available web site, articles, the information of similar subjects. Attentive reading often reveals an alternative statement of usual terms, and it should be reflected in your list of keywords. If it works for you on a site and is displayed in magazines, articles, - the same should be and on web sites of competitors. We do not recommend to copy blindly another's lists of keywords (and it will not give result), but acquaintance with terminology of other people in branch will be useful in expansion of your own thinking. Trade magazines and commodity reviews also are the good source stimulating your thoughts.
Also do not forget about words-synonyms. If you увязли in construction of the list of words on "real estate" (real estate), that, certainly, you have to think over words "property" (property) and "realty" (real estate). Also like programs will be useful to their analysis about which we will talk hardly more low. They will help to reveal related terms which you have not taken into consideration
Use the facts at a choice of keywords and do not assign to intuition.
One of the most widespread errors - to start to practise on optimisation of the web site from a set «a scent found» key phrases. Owners of sites often declare a number «is standard looking» key phrases which are obvious, but can not coincide that buyers as search terms use. Very often happens that, concluding itself in subjects limits, you narrow the review and assume that specific branch terms with the same ease are understood and used by other people. And it not so. You need to think more widely.
Carrying out of search of keywords, no doubt, means that is necessary will get rid of the personal intuition and to be engaged in the facts. «The facts - a thing sacred» when concerns site optimisation as they represent the exact data that, actually people search, thereby, relieving you of hit "bad shot". As it was told above, planning an incorrect key phrase, you will reach good ranging by words, it is a little or not so not used in search, or receive the inappropriate traffic unnecessary you.
So, how receive the facts and the data, concerning the certain search term?
There are some tools (programs) investigating keywords. For example, Wordtracker and Overture, the giving data, concerning your search term. Though Wordtracker paid for regular using, they offer free of charge one-day test which can be used for completion of your work on search of keywords if, of course, you can concentrate to a certain extent.
Being the free tool, Overture it is quite useful. However it has and some lacks and it is impossible to hope for its results completely. Some of these lacks are listed more low:
- Overture does not do distinction between unique and plural numbers of the search term. Thus, it can lead you to the assumption that the keyword is popular in singular while to you followed set plural;
- Related phrases are often compressed to lists of narrow terms; Various variants of a word are meant, as one; The
- wrong writing or punctuation or are ignored, or it leads to restriction of the data.
Let's dare to notice that these programs are used for search and the analysis of key phrases of an English-speaking segment of a network the Internet.
For a Russian-speaking segment it is possible to use service which to us is given by a Rambler search engine Having put on such search programs, you facilitate a problem of a choice of key phrases a little. Process of research of a key phrase can be divided Process of research of keywords into certain stages:
- Finding (opening, inventing) keywords; The
- analysis of keywords;
- Choice of keywords.
The inventing stage should be focused on definition of possible quantity of the keywords connected with your site and target audience.
The stage of the analysis of key phrases involves as well addition of the information on an existing competition; the restrictions connected with ranging of pages and potential that probability.
The choice stage includes the objective estimation which is based on drawing up of the short list of keywords. It is taken into consideration them сфокусированность on a site and target audience within available restrictions.
After search product on Wordtracker, Overture or Rambler, and drawing up of the short list of your key phrases, we advise to collect the information on their competitiveness. The basic search engines, both in English-speaking, and in a Russian-speaking segment of a network the Internet will show you quantity of the pages found on demand. Under this information it is possible to judge competitiveness of this or that search inquiry.
Alternatively for an English-speaking segment of a network, you can check up a competition of your keywords on Seorank. It is necessary to notice that, using these indicators, it is possible to judge your chances of good ranging by a search engine only approximately. Do not forget, please, that at page or site ranging as a whole, play a role more enough a considerable quantity of indicators.
Some of them: PageRank (for Google), тИЦ - a citing index (for a Yandex search engine), quantity and "weight" of links from other sites of similar subjects and many other things on which we in details will not stop now as it is beyond given article.
Definitive choice
If you want to subdue such giants as Google and Yandex to choose definitively 15-20 most relevant keywords, we recommend to work as follows: For again created site or at the big competition and an insignificant advertising campaign - clean высокопопулярные keywords (an example inquiries «mp3» can serve, "cellular telephone"), in view of PR and тИЦ; Clean keywords with very low popularity on which the search traffic is very low; From a file of words, equivalent on ranging with current indicators of site PR or тИЦ, select the most popular, directly directed on your site.
And in summary, do not forget that an extensive source of words - your clients. Also they are a resource of alternative terminology and still check against slangy traps. If at you it is impossible to contact separate group or to communicate to consumers - talk to those who is connected with your clientele. It means that you should contact to sales departments, the personnel of groups of support of the consumer, or with someone having regular contacts to clients.
The such way of a choice of keywords means itself rupture with stagnancy of thinking and urges to think openly. The more attempts you will undertake for interaction with new people inside and out of your subject, the is better you will break a barrier on a way to creative thinking. That the best set of keywords will be at you for your web site.
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