Search Engine Optimisation Technique – Keyword Analysis Guidelines

Search Engine

What is a Keyword Market?

Defination: Keyword Analysis is analysing unique searches on the Internet that are relevant to your website.

A Keyword Market is defined by the top-level or root keyword that is generally most relevant to your business. Top-level keywords may contain thousands of vertical keywords. This include a basic analysis for finding a good keyword for your website and its competitions on various search engines against various other ranking holders in results lists with that respective keywords.

If you own a shoe store, « shoes » might be the top-level keyword for your market. « Shoes » of course is very general since there are many kinds of shoes for men and women. Top-level keywords may contain thousands of vertical keyword markets. Initial analysis on « shoes » will produce hundreds of verticals (running shoes, nike shoes, kids shoes, golf shoes, etc.)

Understanding Your Keyword Market

Selecting the right keywords and phrases is critical to the success of any search engine marketing campaign. A thorough analysis of your keyword market(s) will ensure proper keyword selection.

Keyword Analysis involves the following

Comprehensive Vertical and Lateral Keyword Analysis

Vertical and lateral keyword analysis refers to the deciding process you can follow to determine which Keyword Markets are relevant to your website. A vertical analysis will give all forms of the word (singular, plural) and all the popular variations that can be used in combination as a keyword phrase. A lateral analysis queries hundreds of other websites that deal with similar markets and extracts those keywords from the title tags, META tags and body text. The most frequent keywords end up at the top. Example is the best way to explain vertical and lateral keyword analysis. Let’s take the keyword search « football » as an example:

Vertical Lateral
ncaa football
history of football
football pictures
football shoes
football drills
football rules
worldcup football
football camps
football ground
dimensions college football
football history
college football recruiting
football cards
wayne rooney
manchester united
sports news
free kick
increasing red cards
european basketball
free kicks

Qualify relevant keywords for target audience

Qualifying keywords before making a final decision is where expert analysis and experience is applied to finalise what the technology cannot. After conducting a comprehensive vertical and lateral keyword analysis it give you the list of keywords.

Most will be relevant to your site, but many will not be. It is important to remember that these keywords represent actual searches made by actual people. Qualifying for relevant keywords involves a thorough review of your keyword market and making sure all of the keyword searches are reflective of your target audience.

Total Keyword Popularity and Competing URLs

It is important to make an evaluation of how popular a keyword is, how many times is a keyword can be searched in a 24 hour time and how it’s popularity compares with the total number of competing URLs , the other sites that are returned by the search engines for the same keyword searches. An analysis of this relationship will tell us where it is smart to optimise and where it is not.

The results of this analysis is cross referenced with your website content to determine the right page selections for optimisation.