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 tool to refine your keyword list.
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)
| Keyword | Ad Pos | CPC | Month | Avg |
|---|---|---|---|---|
| light bulb | 1 - 3 | $1.47 | 450,000 | 550,000 |
| light bulbs | 1 - 3 | $2.19 | 368,000 | 550,000 |
| fluorescent light bulbs | 1 - 3 | $1.99 | 40,500 | 49,500 |
| lightbulbs | 1 - 3 | $1.81 | 33,100 | 40,500 |
| fluorescent light bulb | 1 - 3 | $1.68 | 22,200 | 33,100 |
| led light bulb | 1 - 3 | $1.20 | 27,100 | 33,100 |
| led light bulbs | 1 - 3 | $1.62 | 27,100 | 33,100 |
| energy light bulbs | 1 - 3 | $2.20 | 22,200 | 27,100 |
| compact light bulbs | 1 - 3 | $2.01 | 14,800 | 22,200 |
| compact fluorescent light bulbs | 1 - 3 | $2.02 | 14,800 | 18,100 |
| halogen light bulb | 1 - 3 | $2.38 | 9,900 | 14,800 |
| halogen light bulbs | 1 - 3 | $3.27 | 9,900 | 14,800 |
| replacement light bulb | 1 - 3 | $1.38 | 12,100 | 14,800 |
| ge light bulbs | 1 - 3 | $2.18 | 9,900 | 12,100 |
| compact fluorescent light bulb | 1 - 3 | $1.73 | 6,600 | 9,900 |
| efficient light bulbs | 1 - 3 | $1.76 | 8,100 | 9,900 |
| energy efficient light bulbs | 1 - 3 | $1.78 | 6,600 | 9,900 |
| energy saving light bulbs | 1 - 3 | $2.23 | 8,100 | 9,900 |
| incandescent light bulb | 1 - 3 | $1.39 | 5,400 | 9,900 |
| incandescent light bulbs | 1 - 3 | $1.56 | 4,400 | 8,100 |
| light bulb type | 1 - 3 | $1.68 | 8,100 | 8,100 |
| replacement light bulbs | 1 - 3 | $2.12 | 5,400 | 8,100 |
| sylvania light bulbs | 1 - 3 | $2.24 | 6,600 | 8,100 |
| cfl light bulbs | 1 - 3 | $1.71 | 5,400 | 6,600 |
| flood light bulbs | 1 - 3 | $3.08 | 5,400 | 6,600 |
| dimmable fluorescent light bulbs | 1 - 3 | $2.93 | 4,400 | 5,400 |
| flourescent light bulbs | 1 - 3 | $1.83 | 4,400 | 5,400 |
| full spectrum light bulbs | 1 - 3 | $1.87 | 3,600 | 5,400 |
| black light bulb | 1 - 3 | $1.20 | 3,600 | 4,400 |
| black light bulbs | 1 - 3 | $1.53 | 2,900 | 4,400 |
| cfl light bulb | 1 - 3 | $1.77 | 3,600 | 4,400 |
| colored light bulbs | 1 - 3 | $2.14 | 2,900 | 4,400 |
| flood light bulb | 1 - 3 | $2.33 | 3,600 | 4,400 |
| light bulb changer | 1 - 3 | $0.87 | 2,900 | 4,400 |
| light bulbs unlimited | 1 - 3 | $1.74 | 4,400 | 4,400 |
| philips light bulbs | 1 - 3 | $2.84 | 4,400 | 4,400 |
| automotive light bulbs | 1 - 3 | $1.21 | 2,900 | 3,600 |
| buy light bulbs | 1 - 3 | $1.15 | 4,400 | 3,600 |
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 (2009-06-13)
- Google = 41,642
- Yahoo Index = 19,086
- MSN/Bing = 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 usually review the list to determine which keywords are most relevant to your business and then proceed with the competitive keyword analysis.
Keyword Conversion Tracking
Once a campaign is set up, we implement Google Analytics tracking 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.
