Keyword Analysis Tips

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Are more keywords better?

Focus on a few rich keywords.

It's a cliché, sure, but it's true: you cannot be everything to everyone. Rather than brainstorming a bunch of keywords and cramming them into your body text and meta tags, spend some time understanding your best-bet keywords and keyword phrases and focus in on one or two of them. This more targeted approach is not only easier to implement, but you are also more likely to improve your search engine ranking. When developing this focused set of keywords, use web metrics, and also consider your audience, your geography, and concentrate on descriptive language.

What levels of keywords exist, and how can I use them?

Select a range of keywords and keyword phrases.

Select a few broad keywords or keyword phrases, a few direct keywords and several niche keywords. Broad keyword will appeal to a wider audience, and will probably have higher click-through rates. However, those visitors might be less qualified than visitors responding to direct or niche keywords. Direct keywords and keyword phrases include parameters that will further focus your visitors. Niche keywords should include industry or product segment jargon, or other terms that only your target audience might use. Launching campaigns using each of these keyword categories will help you achieve both quantity and quality of visitors, and you should track campaigns in each category to identify what visitors and sales each kind of keyword is yielding.

Is it a good idea to include keywords in my hyperlinks and URLs?

Use keywords in your hyperlinks.

Some search engines also look at the words that comprise your Hyperlinks to determine keyword relevancy. Consider renaming pages of your web site with your keywords to gain a top web ranking on Google, packing each of the hyperlinks on your home page with keywords and keyword phrases. In addition to driving more traffic to your site, this will also make your links stand out, making people want to want to click them and spend more time on your site - improving your chances of gaining a new client. Leverage your web tracking tools to judge which keywords will most appeal to visitors perusing your content.

How can I determine the best way to differentiate my site from my competitors'?

Perform a competitor keyword analysis to identify room for differentiation.

Use your web site analysis tools to examine how your competitors use keywords in their web sites and ads. Look at the specific keywords that your competitors are using in their PPC campaigns and natural listings: are they the same as yours, or different? Are their sites and ads above or below yours in the various search engines? This will give you some insight on how their keyword strategy is working relative to your own. If they are applying different keywords than you are, and are performing better, consider adding those keywords to your content. If you are using the same keywords and you want to get more qualified visitors, consider adding descriptive positive or negative keywords to the mix. If you are unsure about how to go about gathering the information you need for this analysis, talk with a company that specializes in PPC and SEO

How can I target my PPC ad keywords to get more qualified visitors?

Include negative keywords to target your listings even further.

Negative keywords are words that do not apply to your product or service offering. For example, if you offer travel packages, you would not want people searching for “free travel” to find your site. Therefore including “free” as a negative keyword in your tags will narrow and focus the number of visitors to your site by not presenting your ad as an option to web users seeking free travel. Applying such focused matching options will help you reach the most appropriate prospects, reduce your PPC expenses, and increase your ROI. Google AdWords and Overture both allow you to include negative keywords in your ads.

Are keywords important to my pay-per-click strategy?

Use PPC tracking to identify top search keywords and phrases

Top search keywords and top search phrases are crucial information that shows exactly what people were looking for when they visited your site. While PPC campaign managers can leverage offline market research to generate “best guess” keywords during their first design, search engines can identify other terms and phrases that web users enter to find content. Knowing these popular search phrases can tell a web marketing manager what people are really looking for within a range of products and services, and understanding what is “hot” provides insight on the current needs of a site's market, helping marketers optimize their PPC campaign and even driving other business strategy decisions.

How can I understand and anticipate what customers are looking for?

Use keyword tracking to understand your audience's preferences.

Search keywords are those words or phrases that Internet users provide to a search engine in order to find new web sites. Both phrases and isolated words can be used to identify the interests of your audience. Keyword tracking software enables you to learn the keywords and phrases that were used to locate your web site, as well as those terms that were never used. Particular terms can evolve over time, and being in tune with this change can help you anticipate the needs, interests, and preferences of your customers.

Should I include as many keywords as possible in my meta tags?

Do not use keywords in meta tags if the keyword is not in the single page body text.

Ignore the hype about “secret” keywords in meta tags – including all possible keywords in a meta tag will hurt more than it helps. The simplest and most effective way of ensuring a solid web site ranking is to use the keywords that are in the body text in the meta tag, and vice versa. If there is a keyword not in the body text that you feel you must use in the meta tags, then insert it into the visible page text.

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