SEO Copy: The Basics - Keyword research
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This is not an article about keywords, so it wont go deeply into keyword research. My editors get a lot of key word articles and they would rather see a copy writing article, so... Before you can write any copy you have to research your key words. Once you have chosen your web site's theme, you start playing with your key words.
Let's assume you want to build a tech site. Now that sounds suicidal because there are millions, nay billions of tech sites around. But let's say you want your tech site to focus exclusively on open source software from the Debian project (or some other obscure project). The next step is to check that there are some people that actually need your service.
To check for your audience you can use a number of tools to see which key words are competitive and which are not. Overture is a great tool for checking how many times a key word has being looked up in the last month, and it is free. I don't bother going to Overture's (now Yahoo's) site any more though; I use SEOchat's key word tools page. Not only do these tools help you pick key words but they also help you keep track of your key word density and key word difficulty (how easy or how hard it is to rank for a particular key word).
Another tool that suggests the keywords for which you should optimize is the Google suggest tool, which focuses on Google. The magic word here is "relevance." It actually suggests relevant keywords for which to optimize. This is extremely important because if you get the right key words for optimization and if they are not extremely competitive (yet have enough traffic), you can get away with doing little or no linking.
And that's the real magic with great SEO copy. Done right, it can get you top rankings for specific key words immediately, without doing anything else -- no linking and no other on page optimization. This is because your page gets high marks for "relevance." If no other URL is ranking as high for relevance as you are, you immediate go to the top of the SERPs for that particular key word. This more or less solves your SEO issues once and for all for that particular keyword or key word phrase.
Note that for highly competitive key word phrases and words, copy alone will not get you top rankings. This is because so many other pages score high for relevance that your relevance rating will (more or less) hardly count, and additional methods will be needed to get high rankings on the SERPs. But copy is always a great way to increase relevance ratings, so when facing strong competition, what do you do?
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