Keywords: Discover What Works
The only way to find out how many searches are performed for a given phrase is to run a keyword analysis. A keyword analysis is basically the process of using a tool on the web to find out how many searches are performed over a given period of time for a given keyword phrase. Don’t get thrown off by the terms keywords or keyword phrases. These are terms used to describe the word or words someone on the web types when searching. So “Asheville Electricians”, “Apologetics Books for Sale”, or “Angel Food Cake Recipe” are all random examples of keyword phrases. A keyword is a one word search term and keyword phrases consist of more than one word. A short phrase is a called a “short tail” phrase and a long phrase is a “long tail”.
Without doing a little keyword research, you are flying blind and an easy target for less than reputable SEO services. The good news is keyword research tools are free on the web, but they will cost you some time. Even when your web provider provides a keyword analysis, you will always want to run your own independent research to validate their research. This is important because the keyword phrases is to your SEO campaign what an engine is to a car. You can also hire a third party to validate the information if you prefer, but always check this data.
It’s a very common tactic by web developers to sell small businesses keyword phrases that would seem to yield high search volumes but in reality have none. Why? Because a keyword phrase with little actual search volume is much easier to get to the top page versus competitive, valuable keyword phrases. If you trust any SEO firm, you are risking getting sold virtual snake oil.
Keyword research tools are pretty self-explanatory. Just sign up for an Adwords campaign and you will have access to Google’s keyword research tool. All you need to do is type in a given keyword phrase. Once entered, Google will show you search volumes with your keyword along with relevant variations and their individual search volumes.
Each of your web page should have a one or two keyword phrase focus, this includes your home page. Your total keyword focus for a given page shouldn’t exceed 65-70 total characters (this includes spaces). Once you determined keywords that are the most viable for each of your goods/services page, the next step is to cross reference those keywords with your site architecture and add the keyword focus to your schematic. See the graphic Below:
Notice that the home page contains keywords that are the most important for the entire site. The first page on the site has the keyword focus “Utility Trailers For Sale” and then each product page has the specific model as its keyword. Now if you use Adwords to search for your specific product or service, you will not see a lot of volume (if any).
This is okay. My goal is weight certain pages on a website. Like in chess different pages have different roles. My detail pages will support the “Single Axle” page to give it more weight and then the “weightier” “Single Axle” axle page will give the general “Utility Trailers” page even more weight and that page, in turn, will push the home page. See the relationship?
So in essence, you are tell search engines the following: The home page is the most important page on the site. All the Utility Trailer pages are all grouped and point to the main “Utility Trailers” page, so this page is the most important web page on “Utility Trailers”. All the Single Axle Product pages point to the main “Single Axle” page so therefore, that’s the most important page for “Single Axle” Trailers. Then all the detail pages all have unique keywords that relate to main focus of the primary pages support and give credibility to main pages. So Ultimately, I want the home page, Utility Trailers, and Single Axle pages to show up in a search engine’s results page. The other pages are there primarily for support, but they usually get traffic for more detailed searches as well. These steps are obviously repeated for each category.