If you are expecting to read something about Search engine optimization magic or how to reach Google’s top ranking in 7 days, then you are reading the wrong article. There is simply no magic in SEO nor a known successful recipe to copy it. Successful SEO requires time to implement, patience, skill, knowledge, persistence, attention to detail and understanding of marketing.
Whereas my experience has shown seven basic steps of a successful Search Engine Optimization, in this article I am going to talk about the first step; How to conduct a Keyword Research.
Just as traditional marketing, before building a strategy campaign, you must conduct a research. A research about your product (what you will be promoting), your audience (whom you will be targetting) and your tools to apply the marketing campaign. In Search Engine Optimization (also referred as Internet Marketing), the first step is to define your web page’s keywords and keyphrases. These are composition of words that should be defining your web page’s content and subject.
Finding keywords for your web site is like determining a strategy for your traditional shop/business; you need to know what and where to focus! If for example you are running a luxury hotel in a European country, you definitely don’t want people to find your business when searching for appartments, cheap hotels, low-cost accommodation.
Many people are saying “Why not optimize my web site for all search results that are related to my business’ industry?” Well, this is wrong. In the case of our example (luxury hotel), you definitely don’t want your business appearing amongst motels, cheap hotels. The latter results have come up because someone must have searched for europe cheap hotels, low-cost accommodation, one-night stay hotel etc. Therefore, that user will not be interested in your business and will not click your link. Additionally, a luxury hotel counts on its brand name. Imagine what would be the “cost” if your luxury hotel gets high rankings and top listings in search queries related to “cheap hotels” !
It is important to “think outside the box” when you are dealing with Internet Marketing and search engine optimization but it is also of a great necessity to recall your business’ traditional marketing and strategy. Internet and traditional marketing are combined, not diverted, forces.
Finally, I would like to provide you with some internet links and tools to perform your Keyword Research. Some of them are free while others are commercial tools: