Complete Website Optimization for Search Engines - Keyword Analysis
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Next step is to determine keywords - phrases that we would like to target. Talking about mentioned dilemma, I would like to point to the other approach you should know about, one suggested by some experts. Let's call it SE-oriented approach.
According to this approach, before creating a website, your first step implies searching for the best key phrases via competitive analysis on main SE, and then starting to develop content around these keywords. It means that your web-site will get highest SE ranking, but the informational richness will be dictated by neither you nor your consumers. Under such conditions, it is SE or, to be more specific, your competition, that will determine what kind of content you will have at your website. As you see, according to SE-oriented approach, the more competitive some key phrase and based on it topic is, the less attention you should pay to developing that theme at your own site.
My attitude is slightly different. I offer at first to create and evaluate your current web-site content based on your business preferences and your niche-market needs, then optimize those web-pages according to keywords taken from your existing webpages, no matter how tough the competition may be. Of course, you are free to create new pages around keywords with low competition just for traffic building purposes, but the primary accent should be focused on your business development and marketing needs.
As for the keywords, the basic rule is to choose the most targeted phrases rather than single words for two reasons:
- Phrases could describe your webpage theme usually more precisely than a word.
- Phrases usually have substantially less competition in comparison with one word.
Write down 3-5 the most targeted key phrases for each web-page or section we are going to optimize. Then by evaluating supply/demand ratio, find the easiest keywords for search engine positioning.
Standard procedure of determining your key phrase competition or, as I said evaluating supply/demand ratio is to look at their supply and demand at popular search engines. Supply is determined by results of searching them on search engines while demand can be found through query on PPC programs at Overture.com, or Google.com's AdWords that have tool for discovering how many time keywords or phrase have been searched on them.
By doing so we are searching for the most prospective and promising for optimization key phrases. Having them allow us to go further and start optimizing the web-pages themselves.
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