keyword research
Definition
The search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).
Information
Keyword research consists of at least three major steps:
(1) discovery - finding as many keywords as possible
relating to your Web site. Online tools exist to speed up the discovery
process by allowing marketers to search for related keywords and their relative search popularity.
(2) ROI analysis - finding the most valuable keywords
for your Web site. The most generic keywords are the most widely searched,
but also the most competitive, and sometimes bring mediocre conversion rates. Generally, phrases that most accurately describe specific
qualities of a site yield the highest ROI.
(3) competitive analysis - analyzing the strength of
competitors for potential keywords. Competitive factors include how
attentive sites are to optimization issues and the number of relevant
inbound links they have received. Clustered metasearch engines such as Ixquick and Zworks
can provide a quick overview of the competitive landscape on any given search term.
Synonyms
keywords analysis
Related Terms
keyword, search engine optimization
Sites
Google: Keyword Sandbox Tool - free keyword tool
Overture : Keyword Selection Tool -
free keyword tool.
Wordtracker -
offers custom keyword reports.
Articles
Finding the Keywords That Will Help Customers Find You
ClickZ (October 25, 2000)
Choosing Keywords
WDVL (November 9, 1998)
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