Staff Writer: Jessica Ross
While the industry of SEO has changed, the basic fundamentals search engine optimization companies use remained the same, which makes it strange that at search engine optimization conferences that they don’t focus on refreshing the importance of them. Instead they push the new latest strategies. The real kicker is that in order for these new strategies to work successfully, you need to know the basics.
Keywords are the most basic and important step a search engine optimisation company focuses on. Researching the wrong ones could destroy a website before it even truly takes off. These steps will help insure the proper keyword phrases are being found.
While keeping in mind what people type in search engines, brainstorm about keyword phrases that match your product or service. Do not just think about your main page, but all of your important pages that contain vital information for your target audience. Also, ask others around you, family, friends, co-workers, etc, for help in thinking up these phrases. Keep the number of those you ask small and in your target market.
Once you have your keyword phrases, place them in categories. A spreadsheet program is excellent to do this in, since you’ll need multiple worksheets. Make your categories by product type, such as, televisions, computers, washers, mp3 players, etc. Plug in specific keywords that match each, Make subcategories to help further narrow down and match keyword phrases.
Google’s keyword suggestion tool is needed for this step. Go with one category at a time and past the keyword phrases into the tool. Remember to be logged into your Google account or you won’t get the relevant keywords available. Make sure you change the search from “broad match” to “exact match,” otherwise your results will be useless. Glance over the results, if they’re relevant export them to a comma-separated values file (.csv). Then repeat for the next category.
In your spread sheet paste the new keywords in their appropriate categories. Now you remove the unrelated phrases using your spreadsheet program’s sorting and filtering tools can help speed up the process. Just look for words unrelated to your products.
Your goal is learn which phrases people use in Google that your competition haven’t thought about optimizing for. It’s hard to determine the competitiveness of the phrases, even thought the keyword search tool has a “competition” column. It’s based on paid search, not natural.
How do you determine who your competition is? Go to Google’s advanced search and search your most relevant phrases. Type: Allintitle: “your keyword phrase here” This finds the other sites’ title tags using that keyword phrase. Use your judgment on whether to use those phrases or think of synonyms.
Optimizing your keywords isn’t an exact science. The main thing to concentrate on is relevancy, you don’t want to use general terms. Always choose a highly relevant phrase no matter how competitive it is. Completing these steps will help your pages be optimized for the next steps in creating ground work for the SEO strategies you’ll use.