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SEO Technology:Keywords

Every Online Strategy Begins with Keywords | November 16, 2008

The first step in any online marketing campaign is keywords. It’s the basic starting point of internet marketing and basis of SEO Technology. Whether you’re learning SEO for organic search engine traffic (the free kind) or are launching an entire paid advertising campaign online, it all starts with keywords. Highly relevant, targeted keywords, with little competition, to be exact. This is the winning combination. I’ll show you why… and how to find them.

WHAT? KEYWORDS?
Here’s the basic. Keywords and keyword phrases are what people type into search engines to find what they’re looking for. You HAVE to know what people are looking for online before you write a lick of copy, design a website, promote a product… anything.

HIGHLY RELEVANT
Highly relevant keywords are terms that people are searching for that are closest to your topic. Search engines need to know what kind of information they're looking at to categorize your website. If you have a site that is about nails, google will want to know if they're the type of nails that you buy in a hardware store, or the nails at the end of your fingertips. Your keywords will help you define your website, and all of your promotions. Find ones that people are actually searching for to help them find you in google.

TARGETED
Targeted keywords can be considered a science… well psychology actually since were talking about marketing and promotion.

Consider these two keywords. “Digital Cameras” or “Canon EOS 450D”
Which do you think is more targeted? It’s obvious the specific camera name is more targeted to someone who is looking to purchase a Digital Camera, but there’s one more variable.

Of the million activities online, there are two things people do. They research, and they purchase. If you’re trying to sell a product or service online, you want to grab the people who are ready to buy. Sometimes you’ll be able to find these buyers with keywords. If you found that many people are searching “buy Canon EOS 450D online” thats a market to grab, immediately.

COMPETITION
This is the toughest requirement to meet. As the internet grows, it becomes harder to find good keywords that don’t have 10 million competitors. Don’t let it persaude you to quit. There are always new topics and new keywords that people search. The internet is ever changing. If you can stay on top of it, do your keyword research often, you can win at this game.

FINDING KEYWORDS
If you don’t have slightest clue how to find good keywords let me give you some insight. Keyword research is easy if you have the right tools. There are two basic steps to take.

Step 1) Find what people are searching for.
Step 2) Size up your competition.

STEP 1: Find Good Keywords with Keyword Tools.

Google even has its own keyword tool. This is a great free tool and I use it all the time to come up with keyword ideas. Type in a keyword phrase and go. It will show you dozens of results and give you ideas to go on. The data is a little difficult to make heads or tale of, so you may want to double check in wordtracker.

Wordtracker’s free keyword tool shows you exactly how many people searched a specific keyword phrase on a daily basis. Use this to futher research your keywords.

SEO Book also has an excellent free keyword tool that breaks the data down even more, showing yahoo, google, msn results and more.

Niche Inspector is an excellent way to research not only keywords but entire niche topics. It does all of the work for you really.

STEP 2: Sizing up The Competition

Sizing up the competition is as simple as typing that search term into google, and see how many results show up in the upper right corner (ex: Results 1 - 10 of about 308,000 )

When you find a keyword that has over 100 search results per day, and less than 1Million google search results, you’ve found a winner.

Next, look at the top 5 google results for that keyword. How hard would it be to beat that site for top spot. If the first page of google is saturated with the big players like wikipedia, or cnn, you might want to reconsider.

For a quick overview of the competition, download the SEO addon for Firefox from SEO Quake, and a good Page Rank display. This will show you pertinent information at a glance, like page rank and number of back links, to help you decide whether you can grab that top spot on google.

Sound easy to find excellent keywords for your online marketing campaings? It can be, if you’re patient. Keep on it until you find winning keywords that drive real traffic.

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