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Keyword Research Tutorial
1. Keyword Research Tutorial
Keyword Research
This unit introduces you to keywords and keyword research. Keyword research is a fundamental part
of the seo process. After completing this unit, you should be able to:
• Understand how key phrases work
• Understand the basics of keyword research and competitors analysis
• Be in a position to compile a summary of possible key phrases for your own items or services
• Understand the basics of integrating key phrases into your WebPages
This unit assumes (but does not demand ) that you have finished the previous units in this course and
that you are comfortable with the concept of how search engines like google index webpages and
position them for relevance.
5.1 just what keyword?
A keyword is the term that people will kind into search engines like google when looking for your
products or services. Consequently, fundamental essentials phrases that you want your webpages to
rank for in search motor results.
Keywords are usually stringed together to create larger keyword phrases , or keyword phrases , of up
to four to five words. Whenever we refer to key phrases , we generally mean key phrases of this type
:
e.grams. ‘search motor optimisation’
Single key phrases are either as well general or even highly competitive. If you kind one word right
into a major internet search engine , it might return millions of webpages. By using a mixture of
keywords which are relevant and specific to the item you are looking for, you lessen the amount of
results, and therefore are more likely to find what you are searching for. Search engine customers are
aware of this , and often use key phrases when looking for some thing on the web.
e.g. Should you be looking to buy a second hand car in the uk , entering the word ‘cars’ in to Google
will return a lot of results that are not relevant to what you are looking for. If , on the other hand, you
apply the phrase ‘used cars uk’, you will return less results and more relevant pages.
5.2 why keywords tend to be important
In purchase to succeed in internet marketing and obtain a higher position for your item , it is essential
that you simply choose the right key phrases for your services and products. By doing this, you
2. • Allow customers who're looking for your products to find your web pages in search engine results
• Bring targeted traffic to your site.
• By selecting key phrases that are each relevant and specific to your item , you are more likely to
convert appointments into product sales , or appeal to the right type of audience.
If, on the other, hands you target the wrong key phrases for your item , you run the risk of
• Not being found in search engine results when people search for your product.
• Bringing the ‘wrong’ kind of traffic to your site. Through ‘wrong’, i am talking about search engine
customers who are not really actually searching for your product. This is not likely to turn visits in to
sales or even encourage repeat visits.
5.3 researching Keywords
Keyword research involves identifying the correct key phrases for your item or services. These are
the words and phrases people are probably to kind into search engines like google when searching
for that product.
5.3.one When to research keywords?
Ideally, this should be done before you design your website. This is because the correct keywords
need to be deployed in the right locations of your webpages in order to boost the relevancy of those
pages for the desired key phrases. Your content, routing and link structure just about all has to be
constructed around the proper keywords for your product.
If you style your site prior to working out a keyword technique , your pages will eventually have to
undergo extensive overhaul if you want these phones rank higher in search engine results. The same
goes if you're planning to optimize an existing site.
It isn't impossible to optimise your site for keyword relevancy once it has been constructed. After all ,
this is one of many tasks that Search Engine Optimisation businesses undertake whenever taking on
customers with existing sites. NEvertheless , this process can be labour-intensive, pricey , and may
involve undoing a lot of the work currently done by your web-designers.
5.3.2 Devising a Keyword Strategy
Yourkeyword technique involves finding the right keywords for the individualwebpages on your
website and getting account from the competitiveness of those key phrases. We will take a look at
keyword competition analysis in the next area. For now we will focus on beginning to find the rightkey
phrases for your item.
In purchase to determine the proper keywords for your products:
• Find terms that people are likely to kind into search engines like google when looking for your
products
• Use a keyword research tool
3. • Check the keywords and keyphrases used by leading competitors’ websites
Finding the keywords people use
Inpurchase to find the conditions that people use , ask yourself, exactly what words would you kind
into search engines to find your products. Also request friends and colleagues exactly what terms
they'd use when searching for your productonline. This will permit you to begin producing a list of
feasible keywords for your web pages.
5.3.three Keyword research tools
Keywordresearch resources are another way to research key phrases for your site.Because they
entry information on the search terms that people actually use , keyword resources can be an
invaluable resource whenever researching keyword phrases.
Some keyword research tools are free ,while others tend to be commercially available. Attempt typing
‘keyword researchtool’ or ‘keyword suggestion tool’ into search engines for a listing of
availableresources.
One from the more popular keyword research tools away there is Wordtracker
(http://www.wordtracker.com/). Wordtracker functions with a database of the search phrases that
people have actually utilized in search engine looks for the last two months. By signing up to
theirsupport , you can search this database for keyphrases and suggestedalternatives. You can also
view the frequency of searches forspecific terms during the last 60 days along with other data
concerning the sites which use those conditions.
Search motor Optimisationexperts frequently use tools like Wordtracker. The benefit of these tools is
they give you a wider survey from the main and alternate key phrases people search for than that
gained by simply askingfriends and colleagues.
While keyword research tools tend to be anextremely useful resource, note that the results came
back may notcontinually be one hundred percent relevant for your item. You will haveto use your
judgement, which can be better knowledgeable by using keyword analysis resources in combination
with the other techniques layed out inthis section of the course.
TASK one : COMPILING a summary of KEYWORDS
Let’splace some of these principles into exercise. Over the course of this unit, we will try to construct
a list of the possible key phrases andkey phrases for your product/services, which we will add to and
edit later on on. At this stage you should
• Write down a summary of the words that you'd type in to search engines when searching for that
4. item.
• Ask buddies , family and colleagues to complete the same.
• Visitwww.wordtracker.com and sign up for their free trial. Try out some ofthe phrases you gathered
above , check their popularity because search terms,and note down any kind of suggested alternate
search terms that you simply think might be relevant to your products.
Retain this list for further reference and move on to competitors Analysis
5.3.four Competition Analysis
Inorder to use keywords effectively , you must be familiar with the sitesyou will be competing with for
the use of particular keyphrases. A few keyphrases tend to be highly competitive , meaning that you
will be less likelyto rank in the very first page of search engine results for all those terms even after
optimising your pages.
Your competitors may also haveforgot to use a keyphrase that people commonly use whenever
searchingfor any product. You might be able to exploit this ‘gap’ in the market through employing
such a keyword by yourself pages.
Therefore, there are two stuff that help your keyword research:
• Competition analysis
• Competition space research
Wewill return to the subject of competition in later units of the course.For now, let's explore the way in
which competitors impacts upon yourchoice of keywords.
5.3.5 Checking Competitor’s Websites
To help determine which key phrases are befitting your product, you should find a couple of websites
that rank highly for that item by search for it in one of the leading search engines like google (Google,
yahoo , MSN).
Once you find a few relevant sites , check the Meta information of their pages. This , as you are
probably aware, is located in the <head></head> from the document. This is often read through
finding the menu in your browser which allows you to definitely view the ‘source’ signal of the
document (in ie , click the ‘View’ menu, then ‘Source’ in the drop- lower menu), or even by saving the
web page locally and opening this in a web-editing package like Dreamweaver.
Look at the Meta tag that are responsible for ‘keywords’. If present, you Here might find a list of the
key phrases for which the web page is attempting to position.
Compare the phrases in the ‘keywords’ Meta tag with the terms and phrases in the following areas
5. • the ‘Title’ of the document
• the ‘description’ Meta tag
• the web page copy by itself , including headings
• the anchor text for internal links.
If the site is optimised for search engine ranking, then your same key phrases or keyword phrases
are likely to be repetitive in all these types of key regions of the web page (we will discuss the
process of producing your keywords synchronous in this manner in a later phase ).
EXAMPLE 1: this is actually the HTML code for part of a good optimised web site. Assuming for the
time being that this your competitor’s sites , check this using the methods above and try to find the
key phrases that it is trying to rank for.
<!DOCTYPE HTML public "-//W3C//DTD html 4.01 Transitional//EN"
"http://www.w3.org/TR/html4/loose.dtd">
<html>
<head>
<title>seo Training Course - SEO training Company</title>
<META name=description content="Search Engine Optimisation training course - search engine
optimization Training organization ">
<META name=keywords content="seo Training Course - SEO training Company">
<meta name="name " content="seo Training Course - SEO training Company">
<link rel=stylesheet href="includes/styles_home.css " type="text/css">
<meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1">
</head>
<body>
<div id="contentWrap"><div id="main "><div id="content">
<h1>search engine optimization Training Course - Search Engine Optimisation training Company
</h1>
<p><strong>What is internet search engine Optimisation</strong></p>
<p>seo is a logical process involving four distinct stages</p>
<ol>
<li>Resolving technology issues.</li>
<li>Competitor and Gap evaluation. </li>
<li>keyword research and implementation. </li>
<li>upkeep and confirming. </li>
</ol>
<p>The aim would be to make a website more visible to its target market through the natural entries
of the main search properties. Failing to properly address all four stages from the SEO procedure will
bias the effectiveness of any kind of SEO marketing campaign.</p>
<p><em>a distinction should be made in between Search Engine Optimisation (search engine
6. optimization ) and search engine marketing (SEM). Search engine marketing is an umbrella term that
covers many disciplines including , but not restricted to , Pay Per Click management , Bid
management as well as seo.</em></p>
<p><strong>seo Training</strong><strong> </strong></p>
<p>the objective of this search engine optimization training course would be to impart in the student
an extensive understanding of the principles and methodologies needed </p>
Example one : Search optimization Training web Page
By now , you should have spotted that the phrase ‘Search motor Optimisation training course - search
engine optimization Training Company’ is repetitive four times in the <head> of the instance
document. Seems like in the name tag and also the META tags coping with description, key phrases ,
and name. The same expression also appears in the real page content as the very first heading
(<h1>).
Now look at the web page content. NOtice the recurring use of the phrases ‘search engine
optimisation’, ‘SEO’ (a good acronym for ‘search motor optimisation’) and ‘training’. This copy is
therefore keyword wealthy.
What then are the key phrases for this web page ? Well we can safely assume that nobody is going
to type the whole phrase ‘search engine optimization training course search engine optimization
training company’ into search engines ! Instead, here are a few of the key phrases that this site could
position for:
search engine optimization
seo
search motor optimisation training
seo training
seo training course
Note that i have place these conditions in reduce case simply because searches aren't case delicate.
We’ll go back to this instance again later on to explain why these key phrases have been chosen for
this specific page. For the time being , suffice to express that the key phrases combine two highly
competitive and popularly searched conditions (‘Search motor Optimisation’, ‘SEO’) with more
processed terms which are more highly relevant to our specific product (‘Training’, ‘Course’).
This is a fairly simple example in certain respects, because this site was already optimised. NOw let’s
attempt some of these methods on your competitors sites. NOte that this may be a little more difficult,
7. because not all sites that position highly in search engine results have been optimised, or optimised
in the same way. NEvertheless , by exploring the information in both the <head> and page content of
their webpages , you should be in a position to gain a few idea regarding (a) the keywords they're
attempting to position for, and (b) why they were came back as very first , second, or even third in the
search results for the phrase you searched for.
TASK 2: checking COMPETITOR’S SITES
1. In search engines , Yahoo, and MSN, find websites that offer the same item or services as your
website.
2. Check the keywords/keyphrases they use, using the methods layed out above.
3. Add this to the listing of keywords you compiled earlier.
Once you have finished this , move on to the following section on how to edit a summary of candidate
key phrases.
5.four.1 modifying and revising your keyword list
There are a few things to check whenever compiling and revising a summary of possible key phrases.
Foremost amongst these are:
• linguistic factors
• are the keywords specific enough?
• level of competition
5.4.2 Linguistic factors
Search engines‘read’ the key phrases on your webpages to a certain extent, however they
cannotstudy in the same way because adult people can. Where we can usually understand what
somebody means once they spell some thing incorrectly,make use of a synonym, or even say some
thing ambiguous, search engines like google are generallystuck with the words on the page. Internet
search engine algorithms can recognise words but they can't truly ‘understand’ language or even
thinkabout this in an subjective manner.
For this cause , there are linguistic factors to take into consideration when modifying and revising
your listing of keywords:
Jargon.Don’t use jargon or even ‘specialist’ conditions that just people ‘in thebusiness’ are likely to
learn about , unless that is the market that you simply are particularly targeting. RAther , use
conditions that the broader public is likely to use.
• Synonyms and Polysems. Alternatives are two wordswhich have approximately the same meaning
inside a certain framework. Forinstance , ‘second hands motors’ means roughly just like ‘used cars’
8. inthe context of automobile product sales. You may want to include commonly usedalternatives for
your item (if any kind of exist) to your list of keyword phrases.Polysems, by contrast , are words with
more than one meaning. If you use a keyword that could also refer to some thing entirely different
from your product, you could direct the incorrect kind of traffic to your site.
• Acronyms.Acronyms tend to be abbreviated types of words. In case your product is commonly
known through its initials only (e.g. ‘SEO’ for ‘Search EngineOptimisation’), you may want to include
its phrase to your keyword phrases.
• Pluraland singular forms. You will have to use both the plural and unique forms of words if
individuals are likely to search for both (e.g. ‘used car’as well as ‘used cars’)
• Spelling. Be familiar with nationaldifferences. In instance 1 above , note that ‘search engine
optimisation’uses the united kingdom spelling, while the US spelling would be ‘search
engineoptimization’ with a ‘z’. You may have to consider such differences intoaccounts if you plan to
rank highly in both territories.
Notehowever, that lots of major search engines like google now provide to correct (and ‘Americanize’)
bad spelling in search words, making this likely toturn out to be increasingly less important as search
engines like google become moresophisticated.
• Capitalisation. Search engines like google do notexecute case-sensitive searches on your
webpages , so you do not need to have the same keyword phrases in both capitalised and lower-
case form.
• Functionwords. Perform words are words like ‘and’, ‘the’, and so on. Thesetend to be ‘dead’ words
as far as search engines like google are concerned. Because they are used so often in searches ,
search engines merely ignore all of them. Forthis reason, they ought to not type part of your
keyphrases.
5.4.three Specificity
Whenresearching keywords, you should ensure that the keywords you eventually select are specific
enough for your product. The more specific your keyphrases tend to be , the more likely you tend to
be to bring targeted traffic to your site. If, on the other hand , your keywords are too vague or even
general, you might end up attracting traffic that is not actually searching for your product or even
services.
There are ways of making your keyphrase more specific , including:
• Refining your keyphrase by adding an additional term.
• Adding location towards the keyphrase
Earlieron , we utilized the example of ‘cars’ like a keyword. NOw , if you plan to sell utilized cars
online , this keyword is too hazy and informs searchmotors nothing specific about your products. You
can refine yourkeyphrase by adding ‘used’ to the keyphrase. Other words can be ofcourse be added,
such as synonyms like ‘second hand’ or even the make and models of cars that you simply sell.
9. However, if you trade withinthe united kingdom , the expression ‘used cars’ in itself is not likely to
bring the best potential customers to your site. This is where location becomes usefulfor making your
keyword phrases more specific. You can refine your keyphraseby adding ‘UK’ to it. If you trade on a
smaller degree , you can refine your keyphrase even further by making the location a town or a place.
Remember, the larger the keyphrase, the more specific the results came back in search motors.
5.four.4 degree of Competition
Weshowed you how to determine the keywords on competitors’ sites above. A few of the keyword
phrases you tap into this source (and some from the ones you come up with by yourself ) might be
highly competitive.
Highly competitive key phrases return several pages of search engine results and therefore are
difficult to position for.
Forexample a competitive expression like ‘mobile phones’ results a staggeringthirty ,000,000 or so
results in Google! now , if you are a united kingdom trader that sells mobile phone accessories, you
aren't likely to position highly for this keyphrase or gain desired presence through use of this
phraseon it's own.
There tend to be , however, ways of reducing the competitors and ensuring some kind of presence in
search motor results
• Refine keywords in the manner layed out above
• Exploit a gap in search engine marketing
Ifone of your keyword phrases is highly competitive , you may want to refine itby making it much more
specific to your actual item or through ‘localising’ this in the way layed out above.
For example, the word ‘searchmotor optimisation’ is really a highly competitive term, and can return
many pages of results from competitors in the field. For this we could include ‘Search motor
Optimisation Scotland’ to localise our services. In ourcase we have processed our keyphrase to
include ‘Training’, as it is much more specific towards the actual support we provide. In this manner
we have mixed a highly competitive term having a less competitive factor.
Anotherway to fight off keyword competition is to find a keyphrase that peoplecommonly use to
search for your product but that not one of your top competitors are using in their webpages.
TASK three : EDITING and REVISING your KEYPHRASES
10. By now you should have a summary of possible key phrases. Now modify and revise your checklist
according to the principles outlined above
• Revise your checklist according to the linguistic factors layed out above, including or getting rid of
keywords where necessary.
• Revise your checklist to make key phrases specific to your product.
• Checkthe competition of keyword phrases by searching for them on the internet andthrough looking
at the pagerank of top sites for all those terms, and edityour list appropriately.
5.5 How to use key phrases in your web pages
Bynow you should have a summary of potential key phrases for your site. Wewill begin to begin
looking at how you can integrate all of them intoperson pages on that site.
5.5.one Keyword placement
You should try to put the keyword phrases you wish a page to rank for in the subsequent areas of that
page:
• Title
• Meta information, i.e. Key phrases and description (not really case delicate )
• Page heading
• Page content ,
• Anchor textual content of links.
Lookback again at instance 1, and our ‘Search Engine optimization Training web Page’. On this
example we had how the precise phrase ‘Search Engineoptimization Training Course - SEO training
Company’ was repeated term for term in crucial areas, that is the title, the Meta information , and
thevery first heading from the page.
This page is therefore synchronous,as the keyphrases in a single crucial the main page tend to be
synchronisedalong with , or reflection , the keyword phrases used in other areas of the web page.
Thisis boosted by the fact that the page content is keyword rich, and repeats areas of our keyword
phrases (‘Search motor Optimisation’, ‘SEO’,‘Training’, and so on.) throughout the first couple of
paragraphs.
Onething this example doesn't show is that keywords can be used in theanchor text of links. Because
the anchor text in links passes relevancy on to the web page being linked to , keyphrases for certain
pages should also be used in the anchor text of links to those pages. Inner linking and anchor text
tend to be covered much more fully in later unitss on thiscourse.
In specific , pay attention to the subsequent ‘hotspots’:
1. PageHeading. Your page proceeding should contain your main keyword phrases andreflection the
exact expression used in the page name and Meta information
2. FirstParagraph. Although your entire web page copy should be keyword wealthy , tryto put all your
11. main keyphrases in the first section or two of yourweb page copy, since it will be one of the first
things to end up being read through searchmotors and visitors.
5.5.2 keyword Spamming
A word of warning: the incorrect deployment of keywords in your web pages can cause your site to
become penalised through search engines.
‘Spamming’in this framework means an effort to technique search engines in to believingthat your
page is more relevant for any certain keyphrase - generally byrepeating that keyword over and over
again.
In the early days of search engines, people tried to fool the search engines in to believingthat their
webpages were much more relevant for certain terms than theyactually were. It was often done by
cramming loads of keywords in to the Meta keywords tag of the web page. Often these types of
keywords weren't strictly related to the content from the site.
Search engineshave now built in steps to counter-top such raw attempts at deception.The majority of
search engines won't rate the relevance of pages on the basisof on page factors alone.
The general rule of thumb is that yourweb page content should be keyword wealthy , but not towards
the extent that you simply simply repeat the same expression on the web page a hundred times.
Besidesoperating the risk of being penalised through search engines, keyword spam can put
customers and visitors off. Internet users are becomingprogressively sophisticated and usually know
when they're being‘spammed’. Instead of merely repeating just one phrase again and again ,give
visitors the information they want. This is more likely to createtrust and encourage repeat
appointments.
SEO copy writing is notregarding spamming. Instead , it involves getting a balance in between
keywordwealthy content and also the normal needs of internet copy, such as makingyour page
content clear, informative , ‘scanable’, and professional.Your articles should retain the keywords for
your niche , but not at the expense of plain English. Attempt to integrate keywords into your page
duplicate in a way that nevertheless allows that copy to ‘flow’ and impartinformation in the normal
manner.
5.5.three Where and when to use your keywords
When you research and revise your list of possible keywords, you will likely end up with a reasonably
long checklist. Here are some suggestions on how to deploy them.
12. Firstly, don’t attempt to make your homepage position for all your possible keywords (particularly if
you have several potential keyword phrases ).
If you appear back to instance 1, you can observe how this page has targeted 4 or so main keyword
phrases on this web page. Note also how even these couple of phrases permit various mixtures of
keywords. This enables potential importance for searches like ‘search engine optimization training’,
‘seo training’, ‘seo course’, and so on. Try to integrate your keyword phrases in a manner that allows
for these kinds of searcher combinations.
There are good reasons why you should not make use of all your keywords in your main web page.
This will reduce the keyword density of this page, while you will have to match more keyword phrases
into your page content. Focus on the main keyphrases for your product in your main web page , and
reserve other key phrases for other pages.
Later in this course we’ll discuss reinforcing key phrases and focusing Page Rank on different
webpages within your website. For now, we’ll just explain that you should aim to get person pages
position for different keyword phrases. Remember that search engines like google rank person pages
in your site rather than your site in general.
A good rule would be to place the main keyphrases for your product in your main web page and other
less important keyword phrases on your other pages. This may allow those same pages to rank for
any less competitive term or perhaps a keyphrase for any related or even subsidiary service or
product.
5.6 Conclusion
As in many areas of seo , there is no secret that will automatically give you the successful keywords
for your product or even services, and finding the right key phrases takes time, work , and a little bit of
trial and error. NEvertheless , by following the principles layed out above, you arm yourself with a
chance to research key phrases in an effective manner and deploy these questions way that exploits
their possible.
REFLECT: what do you understand by the following conditions ?
• Keywords and Keyphrases
• Keyword Relevancy
• Keyword Competition Analysis
• Keyword Placement
• Keyword Density
• Spamming
13. Once you feel that you simply satisfactorily understand these conditions , move on to the following
unit from the course.
Course Index
01: A Free search engine optimization Training Course for Hubbers
02: SEO course Outline
03: An Intoduction to SEO
04: An intro to Search Engines
05: Search Engines and Latent Semantic Indexing
06: Search motor Users
07: keyword research (You Are right here )
08: Competitor Research
09: A Guide to PageRank
10: On Page search engine optimization Part 1
11: On web page SEO component 2 - Introduction to Quality Signals
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