Tips & Hints
How to do keyword
research for the Internet
Keyword Effectiveness Index
(KEI)
If you own an e-commerce website or going to own one then you
unquestionably need to be acquainted with the concepts of web promotion
and SEO (Search Engine Optimization). Both of these aims at
indispensable motive of any e-commerce business and that is generating
more traffic. More traffic means superior visibility, increased number
of visitors to the site and henceforth more business and more revenues.
Other way round is to look out for advertisements carried through PPC
(Pay per Click), which requires an extensive advertising budget.
Keyword research is therefore enormously necessary for ranking a site
higher in the search engine. Content is the king of the web and use of
proper keywords makes it visible to the world. In simple vocabulary it
can be explained that keyword research is searching for keywords that
are capable of attracting potential customers for products or services
offered on a website. It is well known fact that a large amount of the
visitors reach a site through search engines, nearly 60-70%.
Lets take a look at the most important factor in selecting the keywords
for a site i.e. KEI. Well KEI is a measure of how effective a keyword is
for your web site. The derivation of the formula for KEI is based on
three axioms:
1) The KEI for a keyword would increase if its popularity increases.
2) The KEI for a keyword would decrease if it becomes more competitive.
The KEI is calculated as a ratio between the popularity and
competitiveness of the keyword. The KEI measure explains the popularity
of keywords, higher the better.
Now the question arises, how to generate keywords? So far, Word tracker
and Overture endow with the best source for keyword research. Word
tracker offers keywords from a huge database of 340 million search
queries using which one could build keyword lists for use in search
engine optimization and pay per click advertising. It exactly displays
the number of counts for which a keyword or a phrase is being searched
with number of websites focusing on the same. It also depicts the KEI.
The competition search helps to find the number of competitors for a
particular keyword or a set of keywords most suited for a site.
The online Word tracker keyword research tool is very easy to use and
generates results within minutes. One could start by choosing a generic
keyword. The system will present list of these keyword (in hundreds) for
which one has to only enter the keyword phrase describing product,
services or business like Diamond jewelry, Real estates etc. An
appropriate keyword from the list could be selected that generates whole
lot of related keywords. Once the keywords are selected it will be added
in a keyword basket where it could be further used for export or import
new keywords. One could also do a competition search based on different
search engines as required. The final list will be the keyword phrases
and the associated KEI, count and competition through which one could
select the keywords based on competition and traffic it would generate.
Overly broad keywords rarely work well. With "flower" as a keyword, your
site competes with many thousands of other sites for attention. However,
the more targeted "Florida flower vendor" phrase increases your chance
of appearing near the top of the results list. If you really want to get
specific, your site would always be at the top of a search on "Florida
flower vendor" - if any users were to actually search on it rather then
on simple "flower”. Find out what keywords people actually use to query
search engines before you make a final selection.
Overture is the other giant that is considered important for keyword
research. Using similar steps with the Overture (Yahoo) keyword research tools
you can determine your primary keywords. Major drawback in overture tool
is that it does not differentiate between singular and plural words.
This could lead to targeting wrong keywords as search engines
differentiate between the two. |
