Before you can start optimizing your site
for the search engines, you must first
know which terms you want to target. A
good start would be to choose 3 or 4
keywords you would like your website to
rank well for. With these keywords in your
mind you can then set a goal to rank in
the top 10 results on Google for each of
them (we refer to Google because if you
can rank well there, you'll rank well on
the other search engines). These keywords
can be either broad or specific, but
you'll want to study our list of pros and
cons of each before choosing.
There have three types of keywords.
. Broad Keyword
. Specific Keyword
. Unique or Branded Keyword
Broad Keywords
A broad keyword is one that many people
search for, because they may only have a
vague idea of what they're looking for.
Broad keywords tend to be very short and
aren't very specific (e.g. "shoes" or
"sports"). These keywords are difficult to
rank #1 for because so many other websites
might have an article or two that mention
shoes. However, if you can rank well for a
broad keyword, you will be receiving a
great deal of traffic.
Summary: Hard to rank for, but worth it in
the long run. We recommend that beginners
only choose a broad keyword if their
industries are not very competitive.
Specific keyword
A specific keyword is something that
contains many adjectives or words that
make the search very targeted. The people
doing these types of searches know exactly
what they want (e.g. "used black high heel
shoes"). These keywords are much less
competitive and are easier to rank for on
search engines. The downside is that they
receive a great deal less volume of
searches per month. In terms of traffic,
you will need to have several #1 rankings
for specific keywords to equal one #1
ranking broad keyword.
Summary: Easier to rank for and it's
highly targeted traffic. The only downside
is that the number of visitors you will
receive is relatively low.
Unique or branded keyword
These are the words, which are specific to
only your company. They are one of the
easiest ways to get traffic. However, some
companies will release a new product, with
a unique name, and then forget to optimize
for that keyword on their website. Their
SEO savvy competitors can then pick up the
slack and take over the top rankings for
these terms. If you have a popular brand
or product, make sure that you have
optimized for these freebie keywords.
Keyword research tools
Now we need to know about some keyword
research tools, which will help us for
better SEO.
Keyword
research tools are two parts voodoo magic
and 1 part hard statistic. This is partly
due to Google not releasing actual numbers
and partly due to overeager SEO Tool
developers trying to sell their products.
Because there is such a sizable
uncertainty in all keyword research tools,
it is best to use as many different
sources as you can. Even with multiple
sources, you should only take the
information you gather as a
recommendation, rather than a fact.
Yahoo has released their keyword search
information for years, and many tools are
based off of this specific data. We've
collected a wide variety of helpful tools
that will give you a general idea of which
keywords you should target when making and
optimizing your websites.
Picking a short list
To put the optimizing tactics that we
teach to good use, we recommend that you
try to target no more than 2 or 3 keyword
phrases per page. A common mistake by many
SEO beginners is to stuff 500 different
keywords on one page and wait for the #1
ranking to roll in. That might have worked
10 years ago, but the algorithms that
search engines use these days are much
more sophisticated and are not tricked by
this. That's why it's best to start small,
and be concise with the keywords that you
choose. New sites in particular will find
it nearly impossible to rank well for many
keyword phrases upon first starting out.
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