Keywords planning: the first step to recognition

by Partha Bhattacharya

"Target the wrong keywords and all your efforts will be in vain."

Why are keywords so important? And what indeed is a keyword? To an occasional web visitor, *keyword* wouldn't mean much. But for a practicing webmaster, the term *keyword* is perhaps more dear than anything.

The way we search

The term *search* implicitly suggests that search engines will return the most relevant results corresponding to the search-term used. A search-term or keyword is basically a word or a combination of words - usually latter - surfers like you and me use to get results we're looking for. People, hailing as they do, from diverse backgrounds, have typically individualistic ways to express search-terms, that differ from one another, yet aimed for identical search-result. Evidently therefore, a website wanting to occupy top positions in search-results, needs to *optimize* for varying combinations of keywords.

OneStat reports that of all keyword searches on the web, 32.58% uses 2-word phrases, 25.61% 3-word phrases and only 19.02% uses 1-word phrase. Global usage of both 2-word and 3-word phrases has increased over the last year, and that of 1-word phrase has actually declined during the same period.

Since achieving top rank is culmination of many efforts working in tandem, it is all the more necessary that keyword targeting is done in planned manner to remain in reckoning.

Notwithstanding growing complaint that search results are steadily loosing relevance, statistics tell us web surfers are increasingly opting for search engines as a main web activity. Search engines' share in global internet usage has nearly doubled in the past 1 year from 7.1% to 13.4%. If a survey is done today, that figure will undoubtedly be much more impressive.

Some pertinent points are given below:

1. A Georgia Institute of Technology study finds 85% of likely web customers prefer search engines to find their choices, and a study by RealNames reveal as much as 75% web surfers use search engines while journeying through the web.

2. 57% of net surfers are recurrent users of search engines -- a popular web activity, next only to emailing.

3. Convenience is a major factor for many to locate the ideal information resource through search engines.

eywords matter most

Though not the only weapon in webmasters' arsenal, using relevant keywords is a must to increase possibility of prominent search rankings. The reason is rather simple. Search engines gather and collate texts in webpages and store them in databases. As a web user searches for a website like yours, it is important that the keyphrase or the keyword he uses to do so appears in your webpages. Otherwise your webpage will not show up in search results.

This underlines the need to know various keyword combinations relevant to your website, and at the same time popular. Which is to say that these are keywords mostly used by web users cutting across geographic locations.

Web searchers' fickleness

A first rank is likely to fetch about 7% of search traffic, and a 10th rank just 0.35%.

The estimate above drives home another oft-repeated opinion that mere top ranking won't translate into better sales. For that to happen, a website should be able to invoke sufficient interest among its viewers to make them stay longer.

Nevertheless, as search engine marketing gains popularity compared to other forms of advertisements, it is easy to see why good ranking in major search engines is so vital. But then, search engines bring results based on keywords or keyphrases. Without doubt therefore, the first step for success on the web is the ability to select the most relevant keywords and use them properly to derive maximum advantage.

What emerges

To summarize from the foregoing, we find that:

1. While internet population is growing tremendously, a majority of web surfers use search engines as starting platform to meet their online needs.

2. Web searchers do not want to waste time for a website if it fails to meet his expectations, even though it would have ranked high in search results.

3. A majority of web searchers prefer using multiple keywords to find their choice of websites.

Piecing facts together, what emerges is search engines' popularity is on the rise (if not usefulness; but that's a different story). And so too searchers' preference to use multiple keywords to find their choice of websites.

The way forward

If convinced that keywords are lifeline of your web venture, next comes planning your keyword targeting strategy. The web is now a global phenomenon, and the potential market is no longer confined to a single location or country. That being so, a prudent approach would be to know what would people of other regions/countries look for in search engines if they want to view your site. Fortunately, there are ways to find that out.

To begin with, start querying yourself, your colleagues, friends, relatives and others as to what search-terms would aptly describe your website. Collect thereby a hundred or so keyphrases. Next, arrange at least two brainstorming sessions, spaced over a few days, in which to participate all who suggested those keyphrases. The aim will be to closely watch relative importance of keyphrases chosen and then trim the list by half, leaving out those that appear less important.

Once your initial keyphrases are ready, comes the most important step. Take help of one or more keyword tools. With a good keyword tool, you can 'weigh' relevance of each of your keyphrases with actual search-terms used. In fact the keyword tool will itself suggest many other popular keyphrases, relevant to your keyphrases, some of which you wouldn't probably have thought of. Since the keyword tools keep track of virtually all searches made on major search engines worldwide, feel assured that you'll get the most relevant search-terms used by aggregate viewers.

Finally, armed with keyword tools' suggestions, you'll be ready to further prune the big list to something you feel comfortable using. Perhaps another group discussion might help to thrash out a shorter list. Remember, it is better not to use more than 4 to 5 keyphrases in one webpage, lest the *weight* per keyword (keyword density) becomes thin and not sufficient to attract search engines' preferred attention.

At this stage, if necessary, take assistance of qualified SEO specialist or content writer to appropriately configure your webpages with selected keyphrases. Be aware that like keyword selection, keyword placement too is equally important, if not more.

Keywords tools come in different hues for different applications. The most important of course are keyword selection tools.

Summing up

As with any set-up where there's a close and constant interaction with visitors, it is necessary to keep your website in top-shape, relevant, interesting and inviting. Keyword research is a vital part of website management and a continuous process. It's worth staying glued to happenings around, and keeping track of keyword-usage pattern from your web-logs. For, who knows where you stand tomorrow in search results for your chosen keywords!