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Keyword Research Analysis - Marketing Tips, Suggestion, Density, Popularity

Keyword Research Analysis
Selecting the right keyword phrases is the most critical task in the success of any search engine marketing campaign.

A thorough analysis of your keyword target(s) will ensure the proper keyword selection and Search Engine performance.

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Keyword Research Analysis

Keyword Research and Analysis forms the building blocks for all search engine optimization campaign. It has a direct impact on page's content, navigation, overall page design and SERP rankings. It is during this step that we create the architectural plans for the whole internet marketing program (including site) and determine the best course of action for achieving our client's goals. The initial phases include the keyword research, identification, popularity measurement and "long tail" phrases.

Ranking for a keyword that has no traffic is just wheel spinning!

Keyword Identification

We utilize the client's input from their business plan, marketing plan and various keyword identification software programs to determine how people will be looking for their products or services on the internet. The goal is to create a list of every conceivable search phrase (keyword phrase) that people may be using to find what they offer. This may reach 5,000 to 8,000 keywords and is stored in a database format. Each are reviewed for use.

We recommend that you also use the AdWords Keyword Suggestion Tool, Trellian Suggestion Tool and Wordtracker's Keyword Suggestion tool to refine your keyword list. The Overture Keyword Suggestion Tool that was used for years, is no longer reliable or available for use.

We use these tools in our day-to-day work and find them sufficient to determine relative search importance and keyword phrase form. Of course, real traffic for each Search Engine is an unknown and nobody really knows how many queries are performed for a keyword. Not all search words have the same click-through rates and traffic will be vague at best. But, we will use the results to set the keyword priority of use or order of importance.

Sample Keyword Identification

Here is a series of examples of the different ways people may be searching for the term "Light Bulbs". These numbers represent search volume on the Google network and reflect approximately 60% of U.S. search volume in August, 2008.

Keyword phrases returned by Google AdWords (2008-08-01) for the term ("light bulb") - sort by Approx Avg Search Volume. Columns refelect the following:

  • Keyword Phrase - (Keyword)
  • Keywords Estimated Ad Position - (Ad Pos)
  • Estimated Avg. Cost Per Click - (CPC)
  • Approx Search Volume: July - (Month)
  • Approx Avg Search Volume - (Avg)
KeywordAd PosCPCMonthAvg
light bulb1 - 3$1.47450,000550,000
light bulbs1 - 3$2.19368,000550,000
fluorescent light bulbs1 - 3$1.9940,50049,500
lightbulbs1 - 3$1.8133,10040,500
fluorescent light bulb1 - 3$1.6822,20033,100
led light bulb1 - 3$1.2027,10033,100
led light bulbs1 - 3$1.6227,10033,100
energy light bulbs1 - 3$2.2022,20027,100
compact light bulbs1 - 3$2.0114,80022,200
compact fluorescent light bulbs1 - 3$2.0214,80018,100
halogen light bulb1 - 3$2.389,90014,800
halogen light bulbs1 - 3$3.279,90014,800
replacement light bulb1 - 3$1.3812,10014,800
ge light bulbs1 - 3$2.189,90012,100
compact fluorescent light bulb1 - 3$1.736,6009,900
efficient light bulbs1 - 3$1.768,1009,900
energy efficient light bulbs1 - 3$1.786,6009,900
energy saving light bulbs1 - 3$2.238,1009,900
incandescent light bulb1 - 3$1.395,4009,900
incandescent light bulbs1 - 3$1.564,4008,100
light bulb type1 - 3$1.688,1008,100
replacement light bulbs1 - 3$2.125,4008,100
sylvania light bulbs1 - 3$2.246,6008,100
cfl light bulbs1 - 3$1.715,4006,600
flood light bulbs1 - 3$3.085,4006,600
dimmable fluorescent light bulbs1 - 3$2.934,4005,400
flourescent light bulbs1 - 3$1.834,4005,400
full spectrum light bulbs1 - 3$1.873,6005,400
black light bulb1 - 3$1.203,6004,400
black light bulbs1 - 3$1.532,9004,400
cfl light bulb1 - 3$1.773,6004,400
colored light bulbs1 - 3$2.142,9004,400
flood light bulb1 - 3$2.333,6004,400
light bulb changer1 - 3$0.872,9004,400
light bulbs unlimited1 - 3$1.744,4004,400
philips light bulbs1 - 3$2.844,4004,400
automotive light bulbs1 - 3$1.212,9003,600
buy light bulbs1 - 3$1.154,4003,600

Between client input, a review of the site, a run through a keyword matching software program, and a review by a thesaurus like matching program, we typically end up with a very comprehensive list.

Popularity Measurement

During the identification process, we will also uncover projections for the amount of times that each keyword/phrase is searched. This will help us in determining which search terms we want to target with your campaign.

Example Of Seach Engine Spread: mortgage
Activity (Estimated): 85,019 web-wide search engine queries per day (2007-06-13)

  • Google = 41,642
  • Yahoo Index = 19,086
  • MSN = 11,278
  • AOL = 4,338
  • Tehoma = 1,735
  • Ask Jeeves = 1,735
  • AmazonA9 = 868
  • Inktomi = 868
  • Alta Vista = 868
  • Hot Bot = 868
  • IWon = 868
  • Lycos = 868

At this point, we typically review the list to determine which ones are most relevant to your business and then proceed to the competitive keyword analysis.

Keyword Conversion Tracking

Once a campaign is set up, we implement tracking programs that will show us which keyword phrases are generating the most clicks, sales or leads for our clients. This data allows us to focus our site optimization efforts and pay per click advertising dollars on those keyword phrases that are generating the best ROI. See our Search Term Analysis Report.

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