CAUTION! What You Are About To Read May Increase Profitability!
Keyword research, in my opinion, is the FOUNDATION for all marketing / web site design, layout and COPY. Keyword research is also foundational in off-line marketing.
Why you ask? I’m glad you asked!
Keywords are foundationally important when:
1. Choosing your website URL
2. Writing COPY
3. Creating Web Site design and layout (photo “alt tag” info)
Foundational because buy knowing what your market is looking for, what problem they need to solve or what desires they have, guides you in:
1. Website URL selection
2. Framing and developing site “copy”
3. Developing photo “alt tag” info so that…
Your copy speaks directly to them.
They (your market) can say, “Wow! This is speaking directly to me!”
Search Engine Basics: Why Keywords are important
The Big Secret is: “There is No Big Secret”
It’s true: the ‘big secret’ of search engine optimization is that there is no big secret. It is all about understanding what is going on, followed by the hard work and attention to detail that are common to many business activities.
Inside the Guts of a Search Engine
For simplicity’s sake, let’s say there are three pieces of software that together make up a search engine – the Spider software, the Index software and the Query software.
If you understand what these three do, then you have the foundation for getting your website to the top of the search engines.
Spiders – Crawl the web looking for new pages to collect and add to the search engine indices’. This is a metaphor. In reality, the spider doesn’t do any ‘crawling’ and doesn’t ‘visit’ any web pages. It requests pages from a website in the same way as Microsoft Explorer, or Firefox or whatever browser you use requests pages to display on your screen.
The difference is that the spider used to only index text, links and URL’s. Today they also index images using the “alt tag” for the image.
A spider loves links because a link leads it to other web pages that have the things that it loves, guess what? Text, links and URLs!
Index – The index makes sense of the mass of text, links and URLs using what is called an algorithm – a complex mathematical formula that indexes the words, the pairs of words and so on.
Searching “Google” or “Yahoo” is what we use when you go to a search engine – it is the front end that everybody thinks of as a search engine – familiar ground at last. It may look simple but it presents the results of all the quite remarkable search engine software that works away invisibly on our behalf.
The “SEARCH” query doesn’t search the web – it checks the records that have been created by its own index software. And those records have been made possible by the raw material the spider software collects.
What You Need to Understand About Search Engines
The words people use when they search therefore determine the results the search engine presents.
So search engine optimizers want to know the words people use when they search – KEYWORDS
How to do Keyword analysis:
1. Collect / Gather
2. Evaluate and Quantify
3. Educated Selection
Collect / Gather
Use FREE or paid Key Word (KW) research tools to gather all the KW that could apply to your business (pay special attention to the areas where you did not think would apply).
I like to use these FREE “keyword tools”:
Google Keyword Tool
Rank the keyword results based upon your business goals, potential target markets and “competition” based on how many pages are currently serving that keyword.
Evaluate
Take time to review all the current web sites that show prominently on the search engines. I normally only use Google, because Google carries the bulk of search engine traffic and searches.
Review the websites that already rank high for the keyword you are evaluating and make a judgment call on how well that website “serves” the search term. (This is a judgment call you have to make; there really isn’t a “formula” to figure this out).
Educated Selection
Based upon your evaluation, which Keyword would best fit your business / Internet marketing goals (or future target markets)?
Then ask yourself this question:
Can any of these areas be Niched or Targeted?
Michael Wise
eMarketProfitStrategies.com
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