The keywords are the most important words that we use in our websites. Usually, and preferably, a website is built around one subject and this will be defined by one or two short phrases which contain the keywords – ex: Buy Blue Widgets at The Cheapest Prices, or, Best Blue Widgets Reviews on The Internet – where “Blue Widgets” is our keyword.
Because search engines lists the search results by the relevancy of the keywords contained in the Title, Description and site Content, it’s very important that before randomly choosing the keywords for our web pages, and even before writing the website content, to make some research on finding the most suitable an profitable keywords for our website.
If you want to achieve the number of visitors / clients that you wish for, then keyword research is a first essential step for your to make. Keep reading about how and why keywords can bring you disappointment or success in your internet activities.
The Interest – Number of searches that any given keyword is having in a given month.
There are various tools to help you find out how many searches a keyword have in one month. Some of the best and free keyword research tools are:
Usually, you may want a moderately high interest for your chosen keyword, and the offer to be somehow weak. This scenario will ensure you an acceptable number of visitors if you get into the first page of results, and since the offer is not so big and the competition is low, you will have better chances to get on the first page with relatively little efforts.
On the other hand, let’s say that you want to optimize and promote your website with the keyword “Web Hosting”, in the moment I’m writing this, the number of monthly searches for this keyword is 2.240.000, this is a keyword of high interest. But now let’s find out the offer – number of search engine results is 185.000.000 (I use Google), so from this scenario we understand that while the “Web Hosting” is a very profitable keyword, the competition is too big, and the websites on the first page are too strong to fight with. Making a new website form the ground and trying to achieve a position on the first page of results, is almost impossible for most of us.
The Offer – Number of search engine results for any given keyword.
The interest / offer ratio is a very important aspect, the more a keyword receives a higher number o monthly searches, and the results (offer) are fewer, the more profitable we can assume a particular keyword will be. And in the opposite case, if a keyword presents a relatively low interest while the offer is too high, then we have a non-profitable niche, at least by predicting a very small number of visitors.
Usually, the ratio between interest and offer is somehow balanced, but with a little research we can discover particular keywords or phrases of high demand, with very little offers and competition.
The key is to find a two words keyword or a long tail keyword (three or more words) with an acceptable interest rate and with as little offers as possible. A good example can be: around 90.000 monthly searches, with around 800.000 search results. But it can get even better than that. Tweak a little until you will find some, I can guarantee you there are lots of them. With such a little offer will be more easy to get on the first page results.
Competitors – Who are your direct competitors which you should overcome, and how strong they are.
If you are at the point where you already chosen your keyword to start optimizing and promoting your site with, is essential to get to know your competitors and find both their strong and weak points, only after this step you can start creating and promoting your website.
In general, the competitors which you must keep an eye on are the ones from the first 3-5 pages of results (1-50 positions), but if your keyword is not so competitive, then this amount can be lowered at the first ten results on the first page (1-10 positions). These are your direct and most important competitors, regardless the number of search engine results, because the rest contain mostly irrelevant and / or inconsistent content about the subject.
Now that you’ve listed down your competitors website addresses, you must notice some of their characteristics.
– Google Pagerank
– Alexa Traffic Rank
– Number of inbound links
– Content relevancy
– Content quality
– Domain name age
After you write down these values about your competitors, you can form an opinion about how hard it will be to compete with them, and what are your chances to achieve a first page position.
I will give you an example of weak to medium competition (interest: 120.000 monthly searches / offer: 1.5 mil. results)
Scenario of the first page results (10):
– 2 online shop pages about the subject, like Amazon
– 2 reference pages of the subject matter, like Wikipedia
– 1 affiliate page / website which offer a related product or service
– 3 websites of weak general relevancy, from which only one with a short article
– 2 unrelated pages which only contain a few phrases about the subject
If this is the case, while the online shop and the reference pages could be outranked with somehow bigger efforts, the rest of the results can be easily outranked with little efforts.
Now that you have a presumable good perspective, the things you must do is to create more and better content on the subject (keyword), and promote your website until you match or overcome the number of inbound links your competitor have. Then, all you have to do is to wait for the search engines to index your website (preferably Google) and grant you the position you deserve based on the quality of your work and the efforts you have invested.
The amount of visitors you will gather depends of your first page position. It is estimated that the first position takes around 40% of all the monthly visitors. But don’t forget that many other visitors can find you through other similar keywords, depending of your page titles, descriptions and content.