Saturday, 27 October 2012

SEO: The Keyword Analysis Process In 5 Steps

SEO Keywords SearchFinding, selecting and analyzing the right SEO Keywords for your website or campaign is the first step in a successful SEO project. An analysis of keywords (also called queries, search terms or keywords called) not only provide insight into the search behavior of your target audience, but also offer opportunities for new content / markets.

You learn because how your audience looking for, what they want, where and when , what torque words they use, what words close a purchase / conversion are located (eg ordering, buying, contact, phone number). But they also give you insight into words what you actually do not want to be found on.

Keyword Analysis Process

In order to carry out an effective keyword analysis, we use the following five phases:
  • Find
  • Analyze and select
  • Implement
  • Optimize
  • Evaluate
In the figures below we visualize the keyword analysis process, the last 3 steps are basically a continuous process and are closely linked.

Figure 1: Process Analysis Keyword

Figure 2: Relationship between phase 3, 4 and 5 - are closely associated with each other.

Below are the detailed actions appointed by step:

1. Find

The "discovery" of keywords can in countless ways, the following 8 steps that can be followed. This preparatory phase is the most time consuming but essential for all subsequent phases.
  1. Internal investigation (names, types, products, services).
  2. Research all current offline data (brochures, press releases, newsletters, etc.).
  3. Research all current online data (site (s), statistics, possibly. campaigns, relevant home pages, etc.).
  4. Research the market (portals, competition, magazines, groups, forums etc.).
  5. Do research using various tools :
  • Google Keyword Tool / Keyword Tool (insight in search volume and competition)
  • Google Trends for Search
  • Google Suggest (autocomplete results)
  • Google Webmaster Tools (search queries on dashboard)
  • Google Analytics (existing data from visit obv vs. keywords. Visitor behavior)
  • Google Sets
  • Google Wonder Wheel (unfortunately, no longer or temporarily not active!)
  • Google AdWords (keywords tab to view keywords in active campaigns)
  • Search current website (which words are searched visitors?)
  • Twitter Search : real-time input from market / audience

6. Have you thought about specific terminology / lingo, seasonal words (see Google Insights) and many spelling errors?

7. Consider also a higher level : if I sell sofas, words such as "home", "house" or "establishment" means a level higher and interesting for your research.

8. Record all found (search) words.

TIP : Calculate the probability that your website high rankt a keyword using the KEI (Keyword Effectiveness Index). The math behind this is simple:
  • Indicate for each keyword is the number of monthly searches (search volume, local monthly searches according Tool 1, see above).
  • Write down the number of each keyword targeted results (competition).

Formula: search volume / competition = KEI .

Example :
  • Search volume for 'Volvo cars' is 9900 (exact search).
  • Competition for 'Volvo cars' is 8570000. However, with Google commands allintitle: volvo occasion "you only get targeted and remain competitive over 56,000 results. With this command you separate the wheat from the chaff because you are looking for in the page title. The page title is still an important factor for SEO.
Outcome KEI = 9.900/56.000 = 0.17

A KEI of 0.04 or higher is basically as a good starting point.

2. Analyze and Select

Before we go further found keyword analysis and selection, follows first of only theoretical. There are several types of keywords, here are numerous theories. In practice, however, we distinguish the following three:
  1. Topwoorden 'companies'
  2. Subwords 'business buy'
  3. Longtail words' construction buy in london "

If we further examine these 3 types of keywords and visualize that the more targeted someone searches (mostly long tail), the more seriously someone. Research had already shown that we increasingly with 4, 5, 6 or 7 keywords search. Chris Anderson wrote an interesting book "The Long Tail", where the graphs are also based. More info can be found on the Wikipedia page about The Long Tail. The book is in many bookstores and in many online shops to order (see figure).

Figure 3: The Long Tail: including estimated conversion rate by type keyword

Figure 4: The Long Tail : percentage of the total search volume

With this wisdom you so, depending on your strategy and objectives, determine which keywords get the most attention in your SEO strategy. First we go through the following steps:
  1. Group all the keywords found in phase 1, so for yourself an overview created (take as starting point the 3 match types as just discussed).
  2. For long tail keywords you called torque words (which words for / between / after the keyword typed) great lost; thinking of place names, specifications, features etc.
  3. Group called conversion words (purchase order requests, download, compare).
  4. Grouping possible synonyms.
  5. Have you all plurals and diminutives checked?
  6. Combine relevant groups of words and sorting for example, on the basis of these search volumes. For this you can use Google Insights, but you can also use any sales or conversion potential as a starting point, instead of search volume. Often the existing competition as a starting point if the keyword analysis from a 100% SEO perspective is drawn.
  7. Make a list of all the negative keywords, negative keywords are also mentioned.
Negatives

In addition to the keywords you wish to be found, there are also numerous keywords to appoint you do not want to be found. These words are basically only important for SEA campaigns (paid ads in search engines). From a SEO perspective, you can indeed say that all that visit your 'free' receives a bonus, even if the quality is not optimal. However, if you are going for a pure and natural conversion rate and the best user experience, it is also a concern for your SEO strategy.

To get more insight in giving, you will find the following 3 examples of negative keywords .

For a local Volvo occasion- specialist:
  • "Volvo fh '(type of truck Volvo)
  • "Volvo penta '(marine engines Volvo)
  • ' Parts '(and specific names such as' outlet')
But some types that are discontinued or not in stock, negative keywords. It does indeed visit which is not directly relevant in terms of look and need not optimally suits the website.

For a web agency :
  • " NCNP '(no cure no pay, some method by which prefer not worked)
  • 'Guaranteed first page google "(since this is simply impossible will you not focus. Alternatively you herein say that it is relevant to where targeted content to write to the viewfinder to save this)
  • "Cheap site "(usually a type of query that you as a professional web designer do not wish to be associated with

For a webshop :
  • 'Compare '(many shop makers do not want to be found on such keywords, as this audience is still orienting, and often more price is)
  • 'Free '(speaks for itself, does not look intent on nearly every shop, excluding' free shipping 'of course!)
  • ' second '(the average shop traded goods not used)
  • 'Marketplace '(many products / brands / icm words or names as Marketplace Globe searched, the searcher already know where you want to order something!)
  • 'Repair '(many people search for specific products, but with the word' repair 'behind it has a totally different meaning and intent look, you do not want to be found)
How do I find negative keywords?
  1. You know itself : you are no doubt numerous words which your company / product / service can not be associated with it. Record this consultation and the possible internal moment.
  2. You during your research undoubtedly encountered keywords that do not apply. Record this, they may search again and go through all the steps again if a complete picture.
  3. With active AdWords campaigns you in the 'Keyword' using the function "Display search terms 'the really used keyword understand. Based on these words, you can quickly delete the words which you do not want to be found.
How the groups with keywords eventually combine, whatever name you give them and what words you put in the group, is entirely at its discretion. If you have the words well researched, insight into search behavior, know who your audience is and what the business goals are, then you're in a fairly simple Excel sheet with a clear overview of all the keywords drafting.

3. Implement

You're absorbed in the search behavior of your target audience and you have a complete overview of all keywords. Now the translation of a keyword list 'to' implementation in website and / or campaign. Poor campaign you can use fine words, especially for SEA purposes. For SEO, however, you go back to the basics and the structure of the (new or existing) website. You go through therefore the following steps:
  1. Determine which keywords are minimal in the structure of the site should be included (do not forget the meta tags, you'll find an explanation about that in a post on our blog ).
  2. Determine which keywords if necessary. in the form of landing pages back may appear (specific words, jargon, not logical in your structure, be relevant to your website and the visitor).
  3. Determine which keywords in the content of pages to be processed (in headers, paragraphs, internal links).
  4. Determine the quick wins from all keywords. These can be short term or more visits / conversions supply to catch up with competition or simply achievable.
  5. Determine which keywords in a later stage be processed.
  6. Discuss and discuss the choices with the copywriter or those texts (re) writing.
  7. Determine a phased implementation (for intermediate optimization).
  8. Check all elements per round implementation.

Tip : Make sure you have a clean baseline have your current SEO performance before you start the implementation phase. A summary of rankings on relevant keywords, presence and position of competition, some SEO visits (Note: Filter your company and brand names of here!) And clicks is enough.

Tip : a good content strategy not only ensures more visit through SEO, but also gives you options to add relevant content without hindering the user experience. Many keywords because you can use pages as FAQs, specific product pages, service / warranty etc. Blogging is also a form of content strategy, witness this particular article. Content that is not normally mentioned on the website of your company, but can add value to the target is usually in a blog.

4. Optimize

Based on the objectives and current SEO performance you can analyze what the effects are. Depending on these results, you can decide to send interim or at specified intervals. Optimizing your keyword analysis is basically not an issue, since this phase integral part of your SEO strategy. Because you have selected the right keywords and implemented, you can monitor the results and based on that define actions. Think more attention for a keyword with a high KEI, more attention to what a keyword underperforms, less focus on keywords that have achieved their goals etc.

5. Evaluate

Evaluate the efforts and results compared to the baseline and start the process (from phase 1 or 3) again, if necessary. Report summarized the outcomes and possible. Lesson's for the future.

Tools

Finally some more advanced tools that help you analyze and search for keywords:
  • Keyword density (keyword density) measurements done via www.ranks.nl . An optimal keyword density is between 3% and 7% per page. Recently spoke to Matt Cutts (head of Google SEO) located on the keyword density: "Yes keyword density Should be present but is not important. Include the keyword's but make writing sound natural. "
  • The keyword suggestion tool from WordStream for advanced among us certainly interesting.
  • The niche keyword finder , also WordStream is free and gives possible additional input.
  • Keyword multiplier done via www.keywordmixer.com or www.mergewords.com.