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Strategic Keyword Analysis

Download the Strategic Keyword Analysis in PDF

Overview

This analysis identifies the most popular and most focused keywords that represent the products and/or services for website promoted.

Target site analysis
Log file analysis
Competitive site analysis
Brainstorm keywords
Related words
Synonym analysis
Word popularity
Market conditions
Relevance to business

Newer generation spider-based search engines employ complex mathematical algorithms in an attempt to assess a website's theme. By reading visible and invisible text found on a website and on other website pages that link to it, search engines are able to determine which words and phrases represent a website's theme. Where as website optimization helps the search engines establish an intended theme, determining which keywords are best suited is an essential starting point for any website optimization campaign.

The Evaluation Process

There are 2 basic steps in establishing the best keywords:

Define the served market universe of all potential keywords and their popularities.
Define keyword relevancy for served market.

A 3rd step, covered in a Strategic Link Analysis, must be added to determine which keywords have the best value.

The first step is the seeding process. In this step, potential keywords are gathered:

Review website visible text for possible keywords.
Review competing websites for possible keywords in metatags and visible text.
Brainstorming sessions with other company employees and departments.
Use Google's keyword suggestion tool (https://adwords.google.com/select/main?cmd=KeywordSandbox).

The next phase is to expand the seed list to include all possible variations and synonyms, thereby attain a universe of all potential keywords.

Use Overture (http://inventory.overture.com) (FREE) and WordTracker (www.wordtracker.com) (Subscription based) suggestion tool for alternative keywords

These tools also report keyword popularity values.

Once a universe of potential keywords and their popularities are defined, the popularity for each keyword needs to be tempered with a relevancy value. Keyword relevancy is a measure of those visitors who are truly looking for your products and/or services.

Those keywords that have a combination of high popularity and relevancy (factored popularity) are sorted in descending order to reveal which keywords are best.

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