Selection of keywords

 Initial choice of keywords

  Selection of keywords is the first step with which site construction begins. At the moment of preparation of texts on a site the set of keywords should be already known.

For definition of keywords first of all it is necessary to use services which offer search engines.

For English-speaking sites it www.wordtracker.com and inventory.overture.com

For Russian-speaking adstat.rambler.ru/ wrds/, direct.yandex.ru and stat.go.mail.ru

At use of these services it is necessary to remember that their data can differ from a real picture very strongly. At use of service Yandex of Direkt it is necessary to remember also that this service shows not expected number of inquiries, and expected number of displays of the advertisement on the set phrase. As visitors of a search engine often look through more than one page, real number of inquiries of necessarily less number of displays of advertising by the same inquiry.

    The Google search engine does not give the information on frequency of inquiries.

   After the list of keywords is approximately certain it is possible to carry out the analysis of the competitors, on purpose to find out, they are guided by what key phrases, probably it will be possible to learn something new.

 Vysokochastotniki and low visit 
    By site optimisation it is possible to allocate two strategy – optimisation under small number высокопопулярных keywords, or under a great number less popular. In practice both are usually combined.

   Lack of high-frequency inquiries – as a rule, competition high level on them. For a young site not always happens probably to rise in a top by these inquiries.

   For low-frequency inquiries, often there is sufficient a mention of the necessary word combination on page, or the minimum text optimisation. Under certain conditions low-frequency inquiries can give very quite good search traffic.

   The purpose of the majority of commercial sites – to sell these or those goods or service, or any in another way to earn on the visitors. It needs to be considered by search optimisation and at selection of keywords. It is necessary to aspire to receive target visitors on a site (that is ready to purchase of the offered goods or service), it is rather than simple to a great number of visitors.

   Example. The inquiry "monitor" is much more popular and in times more конкурентен, than inquiry «the monitor samsung 710N» (the exact name of model). However, the second visitor is much more valuable to the seller of monitors, and to receive it much easier, as competition level by the second inquiry the small. This one more possible distinction between high-frequency and low-frequency inquiries which should be considered.

Estimation of level of a competition of search inquiries
   After the set of keywords is approximately known, it is necessary to define the basic kernel of words under which optimisation will be spent.

   Low-frequency inquiries for the clear reasons are rejected at once (temporarily). In the previous section we have described advantage of low-frequency inquiries, however on that they and low-frequency that do not demand special optimisation. Therefore in the given section we do not consider them.

   On very popular phrases competition level as a rule is very high, therefore it is necessary to estimate possibilities of the site really. For an estimation of level of a competition it is necessary to count up a number of indicators for first ten sites in delivery of the searcher:
   - Average PageRank pages in delivery;
   - Average TIC sites, whose pages have got to delivery;
   - Average of deep links to sites in delivery under the version of various search engines;

   Additional parametres:
   - Number of pages on the Internet, containing the set search term (in other words number of search results);
   - Number of pages on the Internet, containing exact coincidence of the set phrase (as by search so-called).

   These additional parametres will help to estimate indirectly complexity of a conclusion of a site in a top on the set phrase.

   Except the described parametres, it is possible to check up also what number of sites from delivery are present at the basic catalogues, such as catalogues DMOZ, Yahoo and Yandex.

   Specified above parametres and their comparison with parametres of own site prospects of a conclusion of your site in a top on the specified phrase will allow to predict the analysis of all accurately enough.

   Having estimated competition level on all picked up phrases, you can choose a number enough popular phrases with comprehensible level of a competition on which the basic rate will be made at promotion and optimisation.

Consecutive specification of search inquiries
   As already it was told above, services of search engines often give very inexact information. Therefore to define ideal for your site a set of keywords from the first it is possible seldom enough.

   After your site certain steps on its promotion are imposed and made, in your hands there is an additional statistics on keywords: you know a rating of your site in delivery of search engines on this or that phrase and know also number of calling on your site on this phrase.

   Owning this information it is possible to define successful and unsuccessful phrases accurately enough. Frequently it is even not necessary to wait, that the site left in a top on estimated phrases in all search engines – enough one or two.

   Example. We will admit your site has won first place in a Rambler search engine on the given phrase. Thus neither in Yandex, nor in Google it still is not present in delivery on this phrase. However, knowing a percentage parity of calling on your site from various search engines (for example, Yandex – 70 %, Google – 20 %, Rambler – 10 %), you can already predict the approximate traffic on this phrase and solve, it approaches for your site or not.

   Besides allocation of unsuccessful phrases, you can find new successful variants. For example, to see that some phrase under which did not become any promotion, brings the quite good traffic, even in spite of the fact that your site on this phrase is on 2 or 3 page in delivery.

   Thus, in your hands there is a new, specified set of keywords. After that it is necessary to start site reorganisation – change of texts under more successful word combinations, creation of new pages under the new found phrases etc. Thus, after a while you can find the best set of keywords for your site and essentially increase the search traffic.

   Still some councils. On the statistican, on the main page of a site it is necessary to 30 %-50 % of all search traffic. It is better it is visible in searchers and has most of all deep links. Therefore the main page of a site should be optimised under the most popular and competitive inquiries. Each page of a site it is necessary to optimise under 1-2 basic word combinations (and, probably, under a number of low-frequency inquiries). It will increase chances of an exit in a top of search engines on the set phrases.