SEO Services: 5 Essentials of Keyword Research
by Andrew Millar
Most of us have come to accept that not having a website in today’s Internet driven world is like a retail shop not unlocking their doors on Black Friday. Sure you could do it, but it would not be a wise business practice.
As nice as it would be to buy a domain name, throw up some text and call it a day – a strong web presence is not that simple. Google (aka the Search Engine Powerhouse of the World) expects a good deal more from you if your business is going to get found in search results.
The Internet is like a vast, constantly growing library. Search engines act as an index. They use an intensely complex program that helps you sort through the irrelevant muck. Heck, if you are looking for information about baby penguins you hardly want to read about Luke Skywalker or the recent escapades of a who’s-a-what’s-it Hollywood star.
In reality, we should all thank our lucky stars for Google’s SEO (search engine optimization) algorithms or Internet searches would be like a needle in a haystack. As SEO guru, Rebecca Churt, so nicely sums it up nicely in her report, “SEO: The Past, Present, and Future”:
SEO refers to techniques that help your website rank higher in organic (or “natural”) search results, thus making your website more visible to people who are looking for your brand, your product, or your service via search engines like Google, Bing, and Yahoo.
A major factor in SEO optimization has and always will be keywords. Inserting relevant keywords into your text helps search engines such as Google sort and identify your site germane to a search.
As your SEO agency works to identify the right keywords, it all comes down to research and evaluation. While you work with your SEO agency to optimize your site, these five essentials of keyword research will help you succeed.
Transactional vs. Informational
Transactional keywords refer to those searches directly related to making a purchase. Informational keywords refer to those searches interested in gaining information. While both types of keyword optimization are important, they are used differently and their use is dependant upon your target audience. Additionally, your SEO agency can help you discover how even visits from informational searchers can be transformed into sales.
Do not let your keyword research be limited just to what Google has to say. Your SEO agency should help you by using alternative sites such as:
- http://www.similarsites.com – This site shows you similar sites to your own so you can research your competitors and gain new ideas.
- http://marketing.grader.com – This site helps you see how well your website is performing and where there is room for improvement.
Your SEO agency can help you use this Google tool to discover new search campaigns or improve existing ones.
Analytics are one thing. Understanding and using them e takes your web presence to a whole new level. Google’s AdWords are a fantastic tool, but your SEO agency needs to help you evaluate Adwords analytics in a way that identifies what’s working and where there is room for improvement.
Google’s Webmaster Tools is a free toolbox of Internet SEO optimization solutions. They’ll help you discover where your traffic is coming from. What keywords are actually attracting visitors and more.