Keyword optimization is the ongoing process of selecting keywords that are likely to be the most relevant for the search terms being keyed in by people searching for the type or category of product being marketed through the website. The aim is to properly select keywords (words or phrases) that can maximize ‘hits’ (people who click) on the website. People will likely click on the website if it is ranked high on the search engine results page (SERP) and if they find their search term (keyword) in the short description of the site in the SERP.
Keyword optimization therefore involves selecting the right (relevant) keywords; facilitating web crawlers (spiders) to easily find and index the relevant contents in the web pages by including important keywords in the anchor text of metatags; and ensuring inclusion of relevant keywords in header tags. Keyword optimization is crucial for the success of both search engine optimization (SEO) for organic searches as well as for pay-per-click (PPC) advertising.
The first practical step to get leads (keywords which can then be expanded) for keyword optimization is to try and think as customers searching for the product category would do. However, researching keywords manually is not a practical option when a large number of keywords and phrases are involved. Fortunately, online keyword research tools are available commercially on the Net, such as, for example, ‘WordTracker’ or ‘KeywordDiscovery’ etc, which can facilitate the process of keyword optimization. Continuous testing of keywords and phrases to ascertain their relevance in a dynamic market is also important for any successful keyword optimization process.
The action taken to pick keywords – picking the right keywords and phrases and ensuring a proper mix of different types of keywords – influences, to a great extent, the success of a website positioning and optimization strategy. In fact, the search engine optimization (SEO) process for the website starts with the vital step of picking the keywords that people will likely enter while searching for the types of products or services offered on the website.
Keywords may be of various types. One classification may be single-word, multiple-word, and theme-based keywords. Another may be in terms of the type of search they predominantly support depending on how potential customers key in their search terms i.e. broad-match, phrase-match, exact-match, or negative match. Still another may be a target-market specific classification such as ‘business-specific’, ‘service-specific’, ‘geographic’ or ‘general’ keywords.
Pick keywords with the aim of generating adequate volume of qualified traffic; helping visitors in their buying-decision process; and finally, helping to convert prospects to customers. Generally, keywords selected should a judicious mix to take care of broad-match (usually single-word) and phrase-match or exact-match (usually keyword phrases) searches; the former to generate traffic and the latter to filter and channelize quality traffic. Picking ‘business-specific’ or ‘service-specific’ keywords, when applicable, help facilitate the visitor’s buying decision while ‘power’ or ‘action’ words, such as, say, ‘buy now’ used in keyword phrases can help conversions. ‘Geographic’ keywords can also be very useful for websites (and online businesses) catering to a localized or geographically delineated market. Online keyword research tools can greatly help to effectively pick keywords.
General keywords are usually single-word keywords that people tend to type in when starting a search for some product or service about which they do not have much initial clarity. At this stage of the search the person is undertaking a ‘broad’ search using ‘general’ keywords; keywords that describe the product in generic terms. General keywords normally correspond to ‘broad-match’ keywords. After some preliminary information is gathered through this broad search process, the searcher normally narrows down the search through more precise search terms, usually ‘phrase-match’ or ‘exact-match’ keyword phrases.
‘General’ keywords help to draw in large volume of website traffic (visitors). However, many of these visitors are often at a preliminary stage of their buying decision process and not yet ready to buy. Hence, the potential for conversion of the hits (visitors clicking on the website) is low. On the other hand, people who key in specific search terms (keyword phrases more precisely describing the product, including long–tail keyword phrases of 3-4 keywords) are at an advanced stage of their buying decision process. Hence specific phrase-match or exact-match keyword phrases have a greater conversion potential (though lower volumes) and improve the ROI of the website.
‘General’ keywords are needed to draw in traffic volumes and increase site visibility but most of the traffic may be unproductive (low conversion). Specific keywords are needed for conversion and ROI but traffic volume is low. This is an unavoidable trade-off and a judicious mix of ‘general’ and ‘specific’ keywords needs to be arrived at through keyword research for the success of a website.
Sometimes we overlook the obvious. In case of AdSense this is all the more relevant. Do you have a website or blog which is generates traffic? If so Google AdSense is for you. You can monetize the website by simply joining Google AdSense. The reason why search engine professionals or even beginners should join this is because it reveals the entire secret behind the Google search engine philosophy. By joining Google AdSense you will be able to see the advertisement which is displayed on your site. Since these advertisements are linked to the content on your website, you can draw relevant conclusions as to the importance of certain search terms or phrases. Since, you are looking to discover the most appropriate keywords you can use those which seem most effective.
The Google AdSense campaign is a process you can effectively use for reverse engineering. This can be made more effective by changing the content on your website and then examining the advertisement thrown out by Google. This is a fascinating method which is iterative. If you observe certain keywords attracting more effective and relevant advertisements you can modify your keywords for improving your search engine ranking. You can go back and forth through the process till you achieve the necessary refinement in your optimization effort.
Google AdSense is a secret weapon which opens up the inner working of Google search engine. This results in better traffic to your website which in turn elevates your search engine ranking as well. The best part is that you don’t spend a penny doing this. An overall SEO strategy consisting of Google AdWords, AdSense and organic search can give your ranking a tremendous boost. Most of the people who are new to SEO don’t realize that much of the Google magic or mystery can be solved by using their own tools. In fact, Google itself provides extensive guidelines for search engine optimization since it has more to gain from it.
Service specific keywords are a sub-set of business specific keywords especially geared for service oriented businesses. Whatever be the industry segment and service offering, the success of a website (and, consequently, of the business it represents) depends on its ability to achieve high search engine rankings and conversions. This will, in turn, depend upon the inclusion of relevant and focused keywords (service-specific keywords) within the content pages.
Service specific keywords (and, in fact, all business or product specific keywords) need to be carefully developed by identifying and combining important product or service features (usually known to the business owner) with market specific characteristics such as customer demographics, buying habits, geographical delineation etc (available through market research and keyword research initiatives). The aim should be to try and identify keywords that potential customers are likely to use.
As with all business specific keywords, most service specific keywords are long tail keyword phrases (generally 3 – 4 keyword phrases). They tend to decrease the frequency of ad displays for paid advertising (many websites offer advertising based on keyword targeting so an advertisers banner will only show when a specific keyword is entered); or reduce the volume of general website traffic (which can, however, be balanced with inclusion of some judiciously chosen broad-match single-word keywords) for organic searches. However, the traffic generated, albeit lesser in volume, is highly focused and amenable (qualified) to a higher rate of conversion. It is advisable to include location specific markers in the service specific keywords if the business caters to local markets or to a geographically delineated market.
