A big part of natural search engine optimisation is defining your strategic keywords and keyword phrases. The first part of this natural seo process is to identify those keywords with the highest potential, those keywords that are potentially going to bring you in the most targeted traffic. These are the keywords that need to be used in order to name your domain and to create the general file structure of your site. These initial keywords will more importantly come into play to assist in creating more specific keywords which you are going to use to optimise (optimize) your pages.
So to start off with you should have 5 – 20 high potential keywords, these are the keywords you are going to use on each of your web pages.
Keywords will be evaluated against two very common parameters, the amount of competition and the total number of world daily searchers, this is what is known to most SEO’s as keyword KEI (keyword effectiveness index) Using this is going to help you track down those profitable keywords to target.
There are many fee keyword tools to use but one of my favourites is a paid version called wordtracker, I am sure most of you will be familiar with it. Alternatively there are many other free keyword suggestion tools for natural search engine optimisation. As far as deciding on high traffic keywords, I like to use the Google Keyword Tool. If you type in keyword search tool into Google I am sure you will find many more free tools.
Another highly effective way to decide on keywords is to spy on your competitors, to do this simply pick out one of your main keywords type it in to Google, visit the page and right click on the page, choosing “view (html) source” this may differ depending on browser capability.
When the html comes up you should see a Meta tag may be a little something like this;
<*meta name=”keyword” content=”keyword1, keyword 2, keyword 3 etc…”*>
This can very often be the keywords you should also target and make a decent contribution to your keyword list.
So now you know how to look for and get your keywords, I now just want to take sometime to back track a little.
At the beginning of this tutorial I mentioned the two parameters of competition and daily world searchers, also KEI. I want to go into these in a little more detail before I let you go.
There are many different views when it comes to keyword competition and using natural search engine optimisation techniques to get indexed highly. It is quite a general interpretation that when you type in a search term ie “seo techniques” the number of sites listed is your actual competition. Others argue that your only competition are sites that have been intentionally optimised for the keyword phrase you are chasing.
I happen to stand in the middle a bit here. When you look at the first 5 pages of a search relating to a highly competitive keyword, it will become very apparent that they have all been optimised for that particular keyword or phrase. However if you work you way back a bit further you will see that the results simply are not as relevant. You will notice this when parts of your search term are not bolded in the description of the indexed site.
My theory is then you should be aiming to beat those sitting in the first 5 pages (or however many pages there are of relevant results) This will all depend on the popularity of your niche.
Daily World Searches
The truth is search engines are never going to give the whole truth away with regards to the number of world searches, this simply for commercial reasons. For me to get a good idea of searchers is by using the Google keyword tool. Now this only relates to Google but if we are comparing it to Google traffic then our results should be effective. Google gives the search figure in terms of per month but simply divide it by 30 to break it down.
This is where some people start to get a little lost and you will only need to worry about it if you use a keyword tool that states the KEI or keyword effectiveness index. It was first developed by Sumantra Roy the author of LinkExplore software. It basically combines both competition and daily search results to give you a result concerning the efficiency of your keywords.
The formula is as follows:-
(DS^2/C) = (DS/C*DS) DS= Daily Searches C= Competition
The kei will give you a result somewhere between 0 and over 400.
- Under 0.001 = a poor keyword
- 0.001 – 0.010 = Average Keyword
- 0.010 – 0.100 = Good Keyword
The higher the KEI the more effective the keyword will be to use in your campaign. However don’t make this the be all and end all, remember the majority of your natural search engine optimisation needs to be aimed at Google so make sure any keywords you decide on receive Lot’s of Google traffic.
This tutorial is 1 of over 90 tutorial I am intending to place on this site, so please subscribe to receive posts to stay up to date with the latest tutorials.Line Break
Author: Tim (292 Articles)
Tim Grice is the owner and editor of SEO wizz and has been involved in the search engine marketing industry for over 7 years. He has worked with multiple businesses across many verticals, creating and implementing search marketing strategies for companies in the UK, US and across Europe. Tim is also the Head of Search at Branded3, an SEO agency in Leeds.