Keyword Selection Basics

Keyword selection is one of the most important parts of website optimization. In any type of SEO keywords work as the base of the whole program. So, selecting the right keyword is one of the basic tasks for any SEO marketer.

At the very beginning of the SEO process a marketer should target the visitors. Marketers should identify the users who will frequently visit the website. Choosing the right target visitor is the very basic task. Keywords should be chosen according to the visitors thinking. Marketers should think that how the visitors will think and what they can write while searching in different search engines.

Internal jargon is a very common error. For an example if the product is XYZ Virus Killer which is an anti virus software, marketers should not use the name of the product because users will not search by the name. They will search by writing “anti-virus software” and this will be the preferred keywords. A little bit market research is always important to do. Marketers should assume that how the users will name their product or services. Suppliers, partners, vendors, advisors and other stakeholders may be able to gather a view that a marketer can’t inevitably see being inside. This will help the marketers to build a primary list of keywords.

Another effective way is to let the information tell the marketer what users are thinking. Marketers can do this in two ways:

1. Match the keyword forwarding in the analytics bundle to identify what conditions visitors are presently using to locate the website
2. Using different research tools to acquire a diachronic view on what visitors have been looking for in the category

The objective of a keyword research process should be to identify as many keywords as possible. But getting too many keywords will not be very much effective. Sorting out irrelevant keywords at the very beginning will save the marketers on ineffectual items later on.

Keywords a marketer normally wants to void:

• Single-word keyword phrases

• Broad terms which contains multiple meanings

• Acronyms with other coverings

• Marketing language that marketers use to describe the product

Relevancy is the best way to find out whether a keyword is applicable or not. Keyword research and selection is not the only works to do. A reiterative process should be done over the time. Regular performance reports will show a marketer that which keywords are working fine and which are not. Many changes may happen over the time. Industry can be changed or the customer bases can be changed. Marketers have to keep a close eye on the keywords whether they are still working or not. If it does not work anymore then a new research will be necessary. Sometimes refinements may be necessary to keep the campaign doing its fullest.