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 http://www.wordtracker.com/. 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.
Sumantra
Roy 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
