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Web Design Articles
Which keywords should you optimize your
site for?
By Sumantra Roy
In this article, we focus on the correct way of finding out the keywords for
which you should optimize your site for the search engines. This article will
give you the formula for the Keyword Effectiveness Index (KEI) - a mathematical
formula which I have developed to help you determine which keywords you should
be optimizing your site for.
Step 1: Open your text editor or word processor and write down all the words and
phrases that you might have searched for if you were looking for a company which
offers products and services similar to yours. For example, suppose your company
organizes packaged tours to Australia. Here's a list of phrases that I might
have searched for if I were planning to make a trip to Australia:
tourism in Australia
travel to Australia
travelling in Australia
travel agencies in Australia
travelling agencies in Australia
Australian travel agencies
Of course, the keywords that came to your mind may have been different. But
that's not important - the important thing is to get an initial list of
keywords.
You may be wondering why I have not used single word keywords. Here's why:
Firstly, single word keywords tend to be hyper-competitive. A search for
"tourism" or "travelling" in any search engine will probably
generate hundreds of thousands of pages. While it is possible that you may get
your page in the top 10 for such a single word keyword, it is quite unlikely.
Secondly, because of the sheer number of pages that single word searches can
throw up, most search engine users have realized that they can get more relevant
pages if they search for phrases rather than individual words. Statistical
research has shown that most people are now searching for 2 or 3 word phrases
rather than for single words.
Thirdly, single word keywords won't get you targeted traffic. When people search
for "tourism", they are not necessarily looking for tourist
destinations in Australia - they may be interested in any other country of the
world. Even if you got your site into the top 10 for tourism, you gain nothing
from such visitors. However, when someone searches for "tourism in
Australia", he/she is your potential customer, and hence, it makes sense
for you to try and get a top ranking for your site for that keyword.
Hence, whenever you are trying to generate keywords, try to be location
specific. Try to think of keywords which apply to the geographic area that your
product or service is designed to serve.
Step 2: Open any spreadsheet program that is installed in your hard drive. I
assume you are using Microsoft Excel. If you are using some other spreadsheet
program, just change the spreadsheet related procedures outlined here to fit
your program.
Create 4 columns - one for the keyword, one for the popularity of the keyword,
one for the number of sites that appear in AltaVista for that keyword and the
last for something I call the Keyword Effectiveness Index (don't worry - I'll
explain what KEI means later on). In order to ensure that you can follow what I
am saying, I recommend that you add the following column headers to the first
four columns of the first row of your spreadsheet:
Keyword
Popularity
No. of Competitors
KEI
In case you don't want to take the trouble of creating your own spreadsheet,
download the keywords.zip file. The file contains a sample spreadsheet in Excel
97 format.
Step 3: A great way to obtain a list of keywords related to the ones you have
developed in the first step is to use WordTracker's keyword generation service.
Click on the "Trial" option at the top of the site. In the page that
appears, type in your name and email address and click on the "Start the
trial >>" button. In the next page, click on "Click here to
start the trial". In the next page, type in the first keyword that you
developed in Step 1, i.e. "tourism in Australia", in the text box.
Click on the "Proceed >>" button.
Step 4: In the next page, WordTracker will display a list of keywords related to
the keyword that you had typed in. (Just scroll down the left pane to see the
keywords). Now, click on the first keyword in the left pane which is applicable
for your site. In the right pane, WordTracker will show a list of keywords which
contain the keyword you had clicked on in the left pane.
Then in the table that you have created in your spreadsheet, copy each of the
keywords in the right pane and paste them in the first column of the table.
Also, copy the number of times those keywords have been used (i.e. the figure
present in the Count column in WordTracker) and paste them in the second column.
In order to ensure that you can follow me, make sure that you type the first
keyword in the second row of your spreadsheet. Of course, you should only bother
adding a keyword to your spreadsheet if it is applicable for your site.
Once you have added all the keywords in the right pane which are applicable for
your site, click on the next keyword in the left pane which is applicable for
your site. Once again, WordTracker will display a list of keywords in the right
pane which contain the keyword you had clicked on in the left pane. Again, copy
the keywords in the right pane which are applicable for your site and paste them
in the first column of your spreadsheet. Also, copy the figures present in the
Count column and paste them in the second column beside the corresponding
keywords.
Repeat this process for each of the keywords in the left pane.
Step 5: Once you have finished with all the keywords in the left pane, press
your browser's Back button a number of times until WordTracker again displays
the text box which asks you to type in a keyword. Type in the second keyword in
your original list (i.e. "travel to Australia"), click on the
"Proceed >>" button and repeat Step 4.
Do this for each of the keywords that you developed in Step 1.
Step 6: Go to AltaVista. Search for the first keyword that is present in your
spreadsheet using exact match search (i.e. you should wrap the keyword in
quotes, i.e. you should type a quotation mark before typing the keyword and a
quotation mark after typing it). AltaVista will return the number of sites which
are relevant to that keyword. Add this number to the third column of the
spreadsheet in the same row in which the keyword is present. Repeat this process
for each of the keywords present in your spreadsheet.
Once you have done that, your first column will contain the keywords, your
second column will show the popularity of the keywords and your third column
will contain the number of sites you are competing against to get a high ranking
for those keywords.
Now it's time to calculate the KEI!
Step 7: The Keyword Effectiveness Index is the square of the popularity of a
keyword multiplied by 1000 and divided by the number of sites which appear in
AltaVista for that keyword. It is designed to measure which keywords are worth
optimizing your site for. Higher the KEI, better the keyword. How the formula
for the KEI is arrived at is beyond the scope of this article. If you want to
know, send a blank email to kei@sendfree.com.
If you had used the spreadsheet file that I created for you (see Step 2), you
won't need to enter the formula for calculating the KEI yourself. The KEI would
be automatically calculated for you the moment you enter the values in columns 2
and 3. You can go straight to Step 8.
In case you didn't download the file, here's how you can calculate the KEI.
I am assuming that you have created the spreadsheet columns in the way I
recommended in Step 3 and that you are using Microsoft Excel. If you using some
other spreadsheet program, you will need to adjust the formula to the
requirements of your spreadsheet program. Click on cell D2. Type in the
following exactly as it is shown:
=IF(C2<>0,B2^2/C2*1000,B2^2*1000)
Then click on the Copy button to copy the formula, select all the cells in
column 4 which have keywords associated with them and press the Paste button to
paste the formula. The KEI for each keyword will be displayed.
Step 8: Use your spreadsheet program's Sort feature to sort the rows in
descending order of the KEI. In Excel 97, you would click on the Data menu,
click on the Sort menu item, choose KEI from the drop-down combo box named
"Sort by", click on the "Descending" option next to it, and
then click on OK.
And guess what - that's it! You now know the keywords which you should optimize
your site for. You can now start optimizing your site one by one for each
keyword, starting with the keyword with the highest KEI. Exactly how many of the
keywords you choose to optimize your site for largely depends on the amount of
time that you can spare from your normal business activities. But whatever the
number of keywords that you target, it obviously makes sense to go for the most
effective keywords first.
Tying up the loose ends:
The number of related keywords that WordTracker displays in the trial version is
limited. In order to get all the keywords which are related to the keywords you
had developed in Step 1, you would need to subscribe to WordTracker's paid
service. We highly recommend that you do subscribe to WordTracker's paid service
as otherwise, you will miss out on a lot of keywords that can prove to be
extremely valuable to you.
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This article may be re-published as long as the following resource box is
included at the end of the article and as long as you link to the email address
and the URL mentioned in the resource box:
Article by Sumantra Roy. Sumantra is one of the most respected and recognized
search engine positioning specialists on the Internet. For more articles on
search engine placement, subscribe to his 1st Search Ranking Newsletter by
sending a blank email to mailto:1stSearchRanking.999.99@optinpro.com or by going
to http://www.1stSearchRanking.net
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