Selection of keywords is the primary task and usually core of a search engine placement project. One has to be extremely cautious in selecting keywords as typical search engine placement task takes months to show result.
So, after spending good amount of money and time if the web-site is found to be well-placed in search engines but under wrong keywords - all money and effort go down the drain as the web-site may not be able to attract quality customers in sufficient numbers. In extreme cases, the placement project may have to be started all over again.
Essential Quality of a Keyword
There may be many words (and phrases) that can describe a product - but can all of them qualify as keywords ? Are some words more important than others ? What is the essential quality of a keyword ?
The answer to above lies in popular use of a word in search engines. How many web surfers are actually using this word to search for a given product ? More people use a particular word in search engines to look for given product - better is the potential of the said word to be used as 'keyword' for that product.
So, the first and foremost quality of a keyword/keyphrase is quantum of its use in search engines. Now, how do we measure it ? There must be some analytical tool to compare popularity of each potential keyword. Let us examine this through an example.
Example of Keyword Usage
For a web-site on garments - there may be many genenral keywords like garments, apparel, dresses, clothing, outfits, attire etc. as well as specific ones like trouser, blouse, skirts, saree, salwar kameej etc. In addition, one may have to consider key phrases like ladies dresses, ethnic garments, baby clothing, fashion garments etc.
Now, how to check comparative popularity of these possible keywords and key phrases ?
Keyword Selector Tools
Fortunately, there are few organizations that track usage of keywords in search engines. Two well known among them are
Analysis of Keyword/Keyphrase Usage
Coming back to our example of garment exporter's web-site - let's see usage of few potential keywords and keyphrases during October 2005 in Overture search engine
Some Key Learnings
Above examples reveal some very interesting observations on popular usage of search words:
Keyword Selection for Your Web Site
So, which keywords to pick for your web-site ? Should we select most popular keywords only ? Unfortunately, its not as simple as that !
There's something called competition ! More popular a keyword, greater will be the competition among web-sites. As only a few can achieve top ranking - competition will be fierce for most popular keywords. One has to weigh one's strength while picking a keyword. What is needed is a prioritization of potential keywords based on one's own strength and product mix and then promoting a few chosen keywords. We shall discuss specific strategy for prioritizing potential keywords and choosing right ones in next issue.
Happy and Productive Surfing
Dr. Amit K Chatterjee
- Newsletter on Business Opportunties from India and Abroad
Vol: 6, Issue 17
; December 2' 2005