SEO – finding the best keywords

By 6th July 2011 December 11th, 2017 Digital Marketing

The first and foremost rule that you need to understand regarding web page optimisation is that search engine spiders crawl sites based on words. They might be single words, they might be whole phrases, and they might be the words or technical names encoded in your HTML – but they’’re all words.

What are keywords?

Keywords and key phrases are single words, or collections of words, that you have identified as key to your site’s content. It’s these words and phrases that search engine spiders will index your site for when they come knocking: and it’s those same words and phrases that will be looked up in the index when the search engines are building a SERP for a query.

With thousands of websites out there all disseminating the same kind of information as you, it behaves you to identify the best keywords. These tend to be more descriptive than you might think. A website about spanners will correctly be categorised by search engine spiders under “spanners” – but so will every other website in the world that contains the word. A website about drop forged steel spanners from Derbyshire, on the other hand, might be indexed for “drop forged spanners Derbyshire” – a term that someone looking for drop forged spanners in Derbyshire might well use when searching.

How to find good keywords?

Finding good keywords is a matter of examining competition as well as generating viable phrases. Google’s Keyword Tool is an excellent place to start. You can ask the Keyword Tool to examine your site and suggest keywords based on the content it finds there.

When you get your keyword list, the temptation is to dive straight in and start optimising away. Don’t be so hasty. Everyone else with a drop forged spanners business is doing exactly the same thing. Optimised keywords aren’t just words or phrases that your site has been built to embody: they’re also, if they are really going to do the optimumjob for you, ones that other drop forged spanner businesses don’t use.

You need to find keywords that plenty of net users look for: but that as few of your direct competitors are optimising for. Arrange your results in descending order by search volume. This will show you how many people overall look for the keywords you have found.

Checking the keyword competition is necessary

Your next step is to check on the competition. The Advertiser Competition column is a good indicator, whether or not you are actually intending to use AdWords – it’ll show you which phrases are hotly contested and which are not. What you are looking for is a phrase that has high local search volume and low competition volume.

When you’’ve found it, you can start to optimise your site for it.