Chapter 3. Researching and Working with Keywords
Keywords are the currency of search optimization, and hence the currency of the new business environment. They are the words and phrases that millions of Internet users employ to find goods and services they need. They are the signposts that search engines use to store and retrieve web pages for search users. The search engines run on words. Success in a search environment depends greatly on sound keyword research and skills. Capturing search queries for the right phrases can bring phenomenal success. Likewise, capturing the wrong search terms might yield only lukewarm success.
Keywords are the foundation upon which the house (your website) is built.
In this chapter, we'll cover the following topics:
- We'll begin by building a keyword list based on what you have to offer consumers. What keywords and keyphrases will purchasers use to identify your products or services?
- We'll examine whether it's wiser to focus on a few high-value terms, or to build out a broad keyword list and rank for a wide variety of phrases.
- We'll look at some keyword qualifiers such as "best," and "expert" that can help boost traffic and edge out competitors.
- We'll learn how to group keywords into manageable groups and how to leverage grouped keywords for maximum SEO benefit.
- We'll look at popular keyword tools that can show you what phrases are being searched in high volumes, and how to spot regional and seasonally-based trends.
- Finally, we'll learn how to expand your keyword empire.
The goal of this chapter is simple: find high-value, high-volume relevant terms for your business so that you'll ultimately secure that search traffic with superior rankings.