1. 1. INDRAJIT DAS Keyword Researcher www.facebook.com/ijdasbd
2. 2. Modern Keyword Research Even five years ago, keyword research was relatively straightforward. Marketers started with a core concept in mind and developed a list of target keywords. You then optimized your sites pages around those keywords. Each page would focus on a single keyword. As your skills grew, you might expand to focus a page on multiple keywords or a longer phrase (also called a long-tail keyword as explained below). Today, the introduction of Google Hummingbird is shifting our focus to more of a conceptual or topical approach to
3. 3. Consider for a moment the movie Twilight. Google returns results related to the film. This isnt because its serving up pages that contain the words movie and sparkly vampires. Instead, its associating these two concepts and returning the most logical conclusion: that youre
4. 4. The Rising Importance of Concepts Many confuse this with long-tail keywords, which is a concept thats more closely linked with the older paradigm of single keywords. Long-tail keywords are clusters of two, three, or more keywords that follow each other in sequence. Instead of searching for sneakers, you might search for red mens sneakers. From the long-tail perspective, Google optimizes for pages that contain all three words. In theory you get a smaller percentage of traffic, but its more targeted and more likely to be a good fit for your site, products, and content. This doesnt eliminate the importance of keywords. First, many people will still search for Twilight and you need to focus some of your sites technical optimization on your target keywords. But Googles increasing sophistication with developing conceptual search has opened many doors for website owners to expand their reach and connect with new visitors. You may also hear this referred to as Latent Semantic Indexing or LSI keywords.
5. 5. The Types of Keywords That Matter Depending on how you structure your keyword research, youre likely going to start with a specific core concept. For example, when you were locating this book as a resource you might have simply searched for SEO. As you build your seed list of terms, youll quickly expand out to include a number of synonymous and related words. Your keyword list for SEO probably grew to include search engine optimization, content marketing, online marketing, and so forth. Any good keyword research tool can help you determine related terms, and this is helpful because you can pair it with your audience knowledge to determine what terms your customers and prospects are using.
6. 6. There are other ways to modify the terms in question however. Searcher intent: Consider how you might approach searches related to SEO depending on your intention. If youre looking for how-to information How to do SEO versus hiring a firm top SEO agency in Toronto versus answering a specific question Whats the latest Google SEO update? Each of these yields different information. Even if you produce information on each of these topics by connecting your keywords to user intent, youll get much better conversion and ROI on your content. Local or niche context: If youre focusing on a specific geography, this is a helpful way to modify your keywords. Niche context can also be important; for example steel industry recruiting is much more relevant to your audience if youre writing for steel detailers than just recruiting.
7. 7. Tools for Keyword Research There are a number of different tools on the market that can help make your keyword research easier. Suggestion-based tools, like Google Suggest and bersuggest. Search Engine Tools, including Google AdWords Keyword Planner, Google Trends, and Bing Keyword Tool. best and proprietary tools, such as: Keyword Spy SEO Book keyword tools Google Trends SEMrush
8. 8. 5 Common Keyword Myths Optimizing for one keyword at a time: The keyword strategy that worked in 2005 no longer works today. Optimizing your pages for a single keyword leads to missing important opportunities, including better targeting through long-tail terms and building on keyword concepts. Keyword density: Once upon a time, SEO was built on the idea that there was a magic keyword formula that stated how frequently a keyword should be used. Keyword density is a surprisingly sticky concept, despite the fact that it has no merit in the 2014 context. Instead, make sure you use your key phrases in your content frequently enough so that they are present but skillfully enough so that it feels totally natural. Keyword rich domain names: According to a recent blog post by a Senior Product Manager at Bing, keyword rich domain names no longer impart much, if any, value to domains. Instead of focusing on keyword rich domain names (for example, myfavoriteredsneakers.com), its better to choose a branded domain name that can help build authority and brand recognition. Solid keyword research is still a critical foundational component of any successful SEO strategy. If you want more information on how to conduct keyword research step-by-step, we recommend The Definitive Guide to Using Googles Keyword Planner Tool for Keyword Research. With good SEO keyword data in place, its possible to move on to building a site thats easy to rank. Next, well
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