Keywords are the phrases people type in to Google and other Search Engines. For example "left-handed mandolin" or "apartment for sale in berlin". Some keywords are typed in over and over again, but a quarter of all keywords typed in during a day have never been used before! So targeting 'popular' keywords is not the only game in town.
People new to Keyword Research often start by thinking "what keywords do I WANT to be No 1 on Google for?" And if you want to buy your position in Google by paying for Pay-Per-Click (PPC) marketing then this is a legitimate way to start. But in the real world, you need to ask yourself "what keywords does my web site DESERVE to be ranked on Google for?"
Even the Best SEO in the world cannot build and sustain ranking for a keyword that your site does not deserve - or to use a good SEO word - a keyword that your site is not RELEVANT for.
Basic Keyword Research
- Pick a few core keywords (keywords that will be part of your longer keyword phrases). Look beyond descriptions of your product or service. Look at, for example, possible problems that you offer to solve. Or questions that someone in need of your services may be asking.
- Create a Keyword spreadsheet with these columns Keyword phrase, Core keyword, Monthly average freq (exact), Monthly freq (broad)
- Type them into the Google Keyword Tool and make a note of all of the different keywords listed against their core keyword and their rough monthly volumes. Do this twice - once with broad match selected and once with exact. ('broad match' will tell you how many times those words appear in keywords, whereas 'exact match' will give you the accurate count for that exact keyword phrase as written.)
- You now have a list of real keywords with approximate frequencies of use in your language and region. These are the terms in common use and their variations - the real 'language of the customer'. If you can match these terms - and predict new ones by analysing the underlying keyword syntax - then you are on the way to Online Marketing success!
- Repeat once a month until you don't run or own a web site.
- Select somewhere between 20 and 100 keywords as your 'Target Keywords' - and you are ready for all the Search Engine Optimisation (SEO) entries in the Chilli Digital 101!
The Chilli Digital "101 Online Marketing actions you should take before your business dies" is designed to help you get started with SEO, Email Marketing, Web site management, Social Networks and Digital Asset Optimisation. It is also available via the Chilli Digital Twitter feed and via Facebook. If you want to get serious about Online Marketing, contact Chilli Digital via 020 8241 8818. If the line is busy please try again later.
