The first step in search engine optimization is to choose your keywords and key phrases, and after this step we can start optimizing based on the chosen keywords. This step is very important, because our website should hold a distinct place in the top search engines by specific keywords, that people interested in our site tend to search. On the other hand, we will not be so lucky if we optimize our site by some keywords that many people are looking for, but the competition is so great that no one will find our website through hundreds of thousands of other sites. Our goal is to find 4-5 keywords worth looking after.
How to gather potential keywords?
At first should be gathered the keywords according to the website subject, namely, 100-200 potential keywords, without any special rules, so the site owner will be able to list a few keywords that operate in the exact field the website is about. These keywords deserve entered into an Excel table. If you wrote all the words that crossed your mind, you should still visit some sites belonging to competition and receive from them an idea about other ideal keywords. For it is necessary to look after the words recorded so far, and to visit the first sites in search results.
Besides these, there are many online tools that provide related keywords. Their use is very easy, you must enter one or more keywords from which to start and the program offers other possible variants. If you feel they’re relevant, add these recommended keywords to the list. Finally, you can add to the list their plural forms. If you come up here, probably you already have a long list, which is good.
Keywords, the more rarely used, more personalized, the more effective are for search engine optimization. For example, a real estate agency in New York, if will define the word “estate” as a keyword, will be unlikely to appear on the first page of search engine results, because the competition is great, but if will define as the keyword phrase “real estate in New York”, they can achieve better results in a shorter time interval. Later, they can do tests on more competitive keywords. (Especially after defining the term “buildings in New York”, their website may appear among search results even in a simple search with the word “estate”.
How to choose relevant keywords?
After we gathered the whole list, we must decide on a number of 4-5 of them, and these are the principal keywords by which we optimize our site. Choosing the right keywords is very important. Common search phrases used are not good because we get so many results that reduce the chances of our website to show up in results. The conclusion is: the ideal optimization keyword should be popular, but a custom one.
To achieve this, we should know how often sites are searched after that keyword and how big the competition is. We can use programs that provide this information from their databases on the degree of popularity of the search words (eg Wordtracker).
The other factor that should be measured is the number of optimizations on a particular keyword, to know how much advertising competition there is, then we can tell, if it would be easy / hard to reach the top rankings. This problem is easily solved. We do a simple Google search and look at how many relevant pages were found. Of course, we cannot determine the precise optimization power of the top-ranking sites, but if several sites are dealing with this topic, the fight will be certainly between them and the well optimized sites.
We can insert all these values in an Excel table, after you arrange the list in descending order by degree of popularity, namely, the most popular words to be in front. Our decision on choosing the right keywords will be subjective. If you trust the power of your website you must choose the first 4-5 keywords that are most popular among searchers, even if the advertising competition for these words is big. Otherwise choose an optimal keyword arsenal.
At the end of the operation you must determine the most important keywords you want to deal further with.