Keywords -What They are and Why They are Important

Keywords are the starting point for effective websites, web pages, PPC campaigns (Google Adwords).

But what do we mean by Keywords?

The term “Keyword” has two meanings depending on whether you are :

• Search for something
• Writing a webpage

From the perspective of an Internet searcher a keyword is the word or words used to search for something.

For Example if you were looking for a information about cruise holidays you would go to your favourite search engine and enter:

These are the keywords from the perspective of the searcher. Notice that although we have used the term keyword the searcher usually enters more than one, 2-3 word searches are the most common.

From the perspective of an Internet publisher i.e. someone who creates web site or writes web pages a keyword represents the topic or theme for a web page/website.

For example if you were going to write an article on Mediterranean cruises then the page keyword would be Mediterranean cruises, and the page content would all be focused on that.

Keyword Research?

Keyword research is about finding out what Internet searches are actually searching for. Are they searching for:

You don’t want to make a website, write a webpage, or run a ppc campaign on Romantic Mediterranean cruises, if no one, or very few people search for them.

Keyword Research Tools

There are number of tools available for keyword research, however the main ones are :

• Overture Keyword Suggestion Tool- Overture is a free tool and can be used directly from the overture web site or through many derivative programs.
• Wordtracker - is commercial software specifically developed for keyword research. -They do offer a free limited trial version on their website.

Keyword Selection

Keyword research will produce a list of keywords. However the next and most important step is keyword selection.

This involves deciding which keywords are the best ones to use. This is not simply choosing the most popular! There are other criteria to evaluate like ..

• which are easier
• which keywords are more profitable
• which keywords will generate more clicks.

Keyword Phrases

Keywords/Keyword phrases can be General or specific. So for example:

ladders is a general keyword

loft ladders is getting more specific and

wooden loft ladders even more specific.

The more general the keyword the more often people search for it, and the more specific the keyword the less often people search for it. Here are the Overture search results for March 2007.

Keyword	Searches per Month
ladders	20045
loft ladders	7977
wooden loft ladders	308
Source overture.com

You can see that as you get more specific the number of searches decreases.