The Key to keyword selection
Selecting the right keywords is the starting point for a
successful web strategy. Make the wrong selection and the foundation of
your whole design and marketing is built on sand - with a direct effect on
your profit.
There are 3 factors to consider:
- Frequency of use
- Degree of competition
- Relevancy
Analysing these factors is not just a matter of
logic. Judgements must be based on sound business sense. As such the
choice should be made by the business owner not a web designer.
Take for example a company selling software for learning
French. An analysis of search terms used in Overture UK last month,
compared to the number of competitive sites shown in Google UK gives the
following result:
| Search term |
Frequency |
Competition |
Chance
of top rank |
| Learn French |
2329 |
5290 |
0.44 |
| Learn French online |
199 |
33 |
6.03 |
| Learn French software |
12 |
12 |
1.00 |
So getting a top position for 'Learn French Online'
should be easy; getting the same position for 'Learn French' is harder but
would be more rewarding in terms of numbers of hits.
The judgement required is on the relevancy of the
phrase. How many of those who search for the widest category will actually
have any interest in a software solution. Will the extra visitors just be
time-wasters? If visitors feel they have been led to the wrong site, what
will that do to your long term brand image?
If you truly have your customers' best interests at
heart, you should ensure your site comes well-ranked for all the specific
searches and in addition use cost-per-click advertising to tell
those who use a wider search strategy of the particular solution you
offer. They can then decide clearly if they are interested or not - and
you will pay only for those who are good prospects.
Let me help you with your choices!
Talk to you next month
Stephen Orr |
