When it comes to keyword selection, clients always want to optimize
for the most searched terms (according to keyword research tools) and
those alone. It takes some convincing to get them to go after lower
search volume, but more relevant phrases. It's become a regular part
of the cycle with my clients, especially those who are learning about
SEO and the process of optimizing a site.
Real Searches vs. the Numbers Game
Last week, a client wanted to know why I had suggested several phrases
to them that showed 0 searches in Wordtracker. The reason? Those phrases
were showing REAL referrals in their logs for several variations. People
were actually using those phrases to search, and although they found
my client's site, it wasn't doing a good job of focusing on these relevant
searched-for terms.
The Keyword Research Process
I usually have the client provide me with the typical words they think
someone might be using to find the product, service or information
that they offer. We look at what competitors are optimizing for and
then I look at their log files. When possible, I talk to the client's
salespeople and a few customers about the words that describe the products
or services.
Then I may play with AltaVista to
see what phrases it thinks are related (you see a list of related searches
to the right of the search results in AV). Then I'll hit Wordtracker and
the Overture
suggestion tool to
get an idea of how people are searching in that industry.
Other keyword research tools that may be helpful are:
(Thanks to "BobMutch" for the list
of keyword research tools -- see more great info on his Free
Seo Tools page.
These tools are a great help in suggesting possible phrases that you
may want to optimize for, but they are limited. They aren't inclusive
of all searches, and they can't foretell the future. Just because people
searched on a term last week doesn't mean they'll search for it next
week.
Many people today simply run through Wordtracker, grab the results
that have a high KEI, and set about optimizing for those phrases.
Some of the problems with this tactic are:
-
They believe that general phrases are relevant because they show
a high number of searches. However, general phrases
often bring traffic -- but no sales. Specific phrases bring traffic
that converts.
-
Wordtracker's KEI function doesn't tell you much. It doesn't really
show how many other pages are competing for your
phrases, and it doesn't matter anyway. You are only concerned with
the top 10 results!
-
Many keyword phrases are seasonal -- seeing what people searched
for last month doesn't always tell you what they
will search for next month.
Common-sense Keyword Selection
What many people miss is the common-sense aspect of search: what words
will people who want to find your goods or services use to search for
it? Besides consulting keyword research tools, your client, their salespeople,
and their customers, here are 3 additional ways of finding out what
people are typing in at the search engines to find what you offer:
1) trade organizations or industry news sites
2) usability testing/surveys
3) log files
From Boryspil to Kyiv: airport transfer Kiev at low prices.
A note about log files -- they can be deceiving. If you have a high-traffic
phrase that is garnering lots of referrals, and you have a high exit
rate from the page that is receiving those referrals, it's likely people
aren't finding what they wanted. On the other hand, log files are a
treasure trove of information. You can find some great search terms
that are not very competitive and maximize them on your site.
Competitive phrases may not be as competitive as you think (check
the top 10 search results to see) and the highly searched-upon phrases
may not be as lucrative as you would hope. People often refine their
search 2-3 times before getting the results they expect.
When it comes to keyword research, the bottom line is that it pays
to know the industry. Use all the great tools available to help you
come up with variations and alternate terms to target, but use common
sense when targeting terms. Go for the ones that are going to convert!
Article By
Scottie Claiborne
The Karcher Group
