Firstly let’s say that keywords are fundamental to any search engine optimisation campaign because if you select the wrong ones then you will waste your time. Things you need to consider about your keywords are:
1. Do many people Search for your term - many people can think of keywords for their own website but if no one really searches for those terms then there will be no value in being at the top for them. So you need to make sure there are enough searches for your words to make it worth optimising for them.
2. How competitive are they - this can be very important because if the competition is very high then it is going to take you a very long time to get to the top. You then need to consider whether it is worth working on those words or is your time and/or money better spent elsewhere.
3. What types of sites are in the top 10 - this can be just as important as the other factors. If the top 10 results are made up of 9 information sites and 1 commercial site then what is the value for you. If your site is a commercial website then there is only 1 space for you in the top 10. As a result it will be virtually impossible for you to get there and so you should avoid these words immediately.
It is clear from the above that it is very important to select the right keywords after all none of us want to waste either time or money so you need to make sure you get it right. So the question is how do you select your keywords? Well there are a few steps to follow and these are detailed below:
1. Brainstorm - this will involve you sitting down and writing the keywords you can think of for your website. Also ask friends, family and existing clients what terms they would use to find your website.
2. Extend your List - use a keyword tool, we would suggest the Google one, to get even more potential keywords. If you put your work into the Google keyword tool it will come back with a lot of options that are similar to the term you inputted.
3. Analyse your list - you should not look at the number of searches and the competition. The Google keyword tool will show you the number of searches per month for each of your keywords and you can look up the competition by searching for the term in Google. You should then calculate the KEI of each word which is done by (No. Of Searches ^ 2)/Competition. You should then get only go for keywords that have the highest KEI (greater than 0.1 is best).
4. Select your Keywords - during this stage you should checkout how commercial the words are by seeing what types of sites appear in the top 10. You should go for those with the highest KEI that also have the most commercial sites in the top 10.
Once you have been through the above steps thoroughly you should have a good solid list of words and phrases that are worth working on. However remember to update your research on a regular basis as often things change and you want to make sure you are ahead of the game.
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