Selecting Proper Keywords

Selecting Proper Keywords

by Dave Curtis on 03/29/2011

in Keywords,Search Engine Optimization

The majority of us don’t just type in one or two words into search engines. Instead we’ll type in at least 3 or more word phrases. When the search engine return pages (SERPs) show up you’ll often see the most exact matches at the top of the list and those pages which match all of the terms, but not in the precise order or with each word following the other, beneath the more exact matches above.

If you’ve already read my posts on researching your industry competition on the web and how to conduct keyword research then you’ll understand just how to generate thousands of keyword phrases that you’ll need to keep focused on your site’s theme without diluting the SEO effectiveness of the content. I’m making a rather subtle point of distinction here between merely diluting a site’s theme (through use of content unrelated to what your site is about) and diluting the strength of the optimization on the site by using very weak neighboring or related keywords that dilute the strength of the main keyword focus on a page.

Take for instance a technology web site. After researching keywords and phrases for several brands of computer, iPhones, Androids, BlackBerry’s iPads etc you’ve got a whole lot of areas that you’re going to want to keep separated from one another because Google doesn’t want to return a page query from someone looking for an Android Charm with MotoBlur if the page also has information about iPhones and Dell Computers on it.  So your theme is about technology but you need to keep things separate from one another. That includes link text, category pages and subpages. If you’re writing about Android phones you need to have all your pages about Android phones under the main section about Androids.

What this does is strictly delineate each subcategory of your main theme and strengthen each so that each one will produce a stronger showing in the SERPs.

So selecting the proper keywords (after having researched the competition and conducted as exhaustive keyword search as possible) relies primarily on taking your master list and writing naturally for the website visitor (nothing forced or artificial) as you market your product as best you can to answer their needs, explain any unique benefits they may find important and make your offer.

Now upon writing and publishing your page it’s up to you to monitor the traffic to determine which keywords are bringing you the most traffic, and also which of those keyword phrases are making you the most sales. One way to accomplish this is to keep a record of the time of each sale and then match it up to your site analytics showing which keywords were typed in to draw each of those visitors to your site. Matching your product, benefits, offer and sales to the actual keywords that attracted the customer to the sale can be improved by removing or switching a keyword that causes your pages to get the most bounces. Don’t make more than one change at a time though as you’ll want to track the difference in performance (either fewer bounces, increased/decreased sales etc) and then move on to your next change after you’ve determined what the site visitor is responding to and how.

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