FREE Keyword Research Tool

Still one of the best tools available is Googles own click here

How to Do Keyword research

Every project must start with Keyword Research and it is not a quick job!  It takes days, not hours, to do properly!

Keyword research or Keyphrase research is a cruical   factor of an seo consyltants job. Should your website be focusing on incorrect keywords, google might never find it.  This will result in lost business and from the SEO consultants perspective an unhappy customer.

It is very often the case that the customer will suggest 10 keywords and although they may appear will be in the top 10, there are nearly always many more that are just as strong.

It is the SEO consultants job to anaylse the competitiveness of all the appropriate keywords so that the customer can make a business decision as to which are the best keywords to fucus on.

Focusing on the wrong keywords is like planning a trip Lodon and then jumping on a train to Aberdeen!

Every SEO consultant should follow this process to research the best keywords.

  • Stage 1 – Explain Supply and Demand
  • Stage 2 – Build the list Foundations
  • Stage 3 – Use Tools
  • Stage 4 – Prioritise list
  • Stage 5 – On Page SEO Success
  • Stage 6 – Build Popularity

Stage 1 – Explain Supply and Demand

Every SEO consultant will start by asking the customer what do you want you website to be found for?  In our experince this list will only give 1% of the list you will use in the end.

Have you ever watched family fortunes?  The presenter wll say “100 people surveyed and the top 7 answers are on the board”.  How many times were you convinced that you idea will be in the list and it wasn’t.  Moreover, how many times have you been very surprised by some of the answersthat were on the board?

So the task at hand is to explain that your website is the “supply” and the keywords, tyhat people actually use, is the “demand”.  SEO consultants are only interested in supplying demand.

Big or small demand?

Should you target big volume searches or more specific smalle volume searches?  Imaganie you sell hand made mens watches.  Would you want to focus on “watches” or “mens watches” or “hand made mens watches”?  Obviously getting onto the firt page for “watches” would be a huge undertaking as opposed to “hand made mens watches” which would be much easier and will be exactly what potential customers are looking for!

Stage 2 – Build the list Foundations

The better the list of keywords the more opportunity your website will have to receive the visitors it needs.  Similar to building a house, foundations are cruicial so make sue your initil keyword list has all the foundations necessary.  You need all cover all synonyms, associations, similarities and usually a fair degree of lateral thinking is alo helpful.

Experienced SEO consultants will tell you…. take your time…  You are about to decide on a keyword list, probably, containing between 2 and 200 keywords.  Get it right!

Start by thinking of all the keywords customers are likely to use. Dont include very generic terms like ‘food’ or ‘drink’.  Consult with co-workers and particularly previous clients for help.

Stage 3 – Use Tools

When you have your foundational keyword list you need to use tools.  These will help you find out what all the variations are and exactly how many people use eaxh variation.  You are looking for the keywords that will bring the best targetted visitors your website.

The best tool we would recommend is Googles Adwords Keyword Tool.

This will tell you how many people each month search for your keywords and is probably the most accurate tool available.  You should be aware of the difference between ‘broad’ matching and ‘eaxact’ matching.  SEO Consultants should use ‘broad’ as a measure of interest and the ‘exact’ matching to base business decisions on.  i.e. which keywords to actually target.

The other tool that is an industry favourite is Wordtracker

This tool was updated in 2009 and has some excellent new features.  It has 2 main aspects that you should use.  The first helps you find associated and similar keywords.  The most benefical tool is the ability to drill down from 1 or 2 work keyphrases to show what all the 3 and 4 keyword combinations are that people are using to search with.  Where Wordtracker comes into its own is the ability to judge how competitive these keywords are.  You should use the Wordtracker help system to understand how they have an additional new metric that shows for a partivcular keyword how many webpages has the keyword in the PageTitle and how many backlinks there are to that page with the keyword in the anchor text of the backlink.

Another interesting tool is, this is can be useful to remind you of synonyms that you may not have already thought of.

Stage 4 – Prioritise list

Start by highlighting the search terms that you think are the most appropriate.  When deciding think about the intention of the searcher.  For example consider the difference between “wedding photography” and “wedding photographer”.  If someone searches for “photography” do they want to employ a photographer?  However if someone searches for a “photographer” it is far more likely that you will be more targetted to the people who want the services of a photographer!

Remove the keywords that you have that are not relevant to your website.

Remeber each keyword should be targetted to a specific page.  So you will need new, unique and specific content for every keyword you chose to use.  This is also important when you start link building… SEO consultants know that a site that only has links to the home page does not perform as well as sites with deep-links to inner pages of the site also.

Stage 5 – On Page SEO Success

You probably have a list of about 15 to 30 keywords.  In an ideal world each page would target one keyword, but it is sometimes OK for each webpage to try and target 3 keywords.

If you target too many keywords to the any page of a website you simply dilute the overall effect and become successful for none of them

When putting you webpages togetherhere are the MUST do’s to make sure you on-page SEO is correct.

  •   Page Title
  •   H1 Heading Tag
  •   Body text

Also you should make sure that you get your keywords in the following:

  • Meta Description (be consice with the keywords on the page)
  • Meta Keywords (only  use 2 or 3 for each page)
  • Alt text
  • Anchor Text and Navigational Links

Phase 5 – Build Popularity

You have made you website an authority on your subject.  You now need to make it popular!  This is done by getting lots of quality inbound links to your website.  There are many ways to do this a good idea would be to refer to our information on link building.