Keyword research is a crucial segment of Search Engine Optimization process which encompasses not a single step, but a sequence of steps that should be followed methodologically. It is essential that the keywords that are compiled for any type of website must be effective to the fullest in the sense that not even one word would be in vain. To achieve that, the below mentioned steps must be followed to perfection.
IDENTIFICATION OF SEED KEYWORDS:
After having a deep study of the website for which the keyword research has to be performed as a part of Search Engine Optimization, the Seed Keywords or the Generic Keywords that are most related to the corresponding website must be identified. The number of seed keywords may vary depending on the range of services the website provides. It is essential that identified seed keywords cover all the services of that website.
BLOWING OF THE SEED KEYWORDS:
Once the seed keywords are identified, using tools like Google Ad words Keyword research tool, they must be expanded such that each seed keyword produces around 800 additional keywords. So the total number of keywords thus produced will be around 800 times the number of seed keywords identified.
CONSOLIDATING THE KEYWORDS:
After the individual seed keywords are blown, the keywords thus produced for each seed must be consolidated for easy access. Then the all the duplicate keywords out of the consolidated sheet must be deleted. The final consolidated sheet must contain no repetitive keywords.
WEEDING OUT JUNK KEYWORDS:
The task after consolidating the keywords and removing the duplicates is to identify and remove the junk keywords. Junk keywords are the words that are not at all related to the services offered by the corresponding website.
TAGGING THE GENERIC KEYWORDS:
The selection of keywords after performing above methods would contain a lot of categories. Out of those, the keywords that are related to generic category must be identified and tagged. This would leave the other keywords to be categorized specifically.
CATEGORIZING INTENT DRIVEN KEYWORDS:After categorizing the generic keywords, the remaining keywords must be categorized based on the intent of the search. In fact, the intent and the category of the service the website provides must be correlated and then the category must be specified.
Once all the keywords are categorized, the filters must be applied to the list. Filtering of the list is made basing on three fundamental parameters.
• Keyword Effectiveness Index
The demand of a particular keyword must be identified based on average monthly searches or annual searches. The priority for the keywords should be given basing on that demand value.
The competition of a particular keyword at which the competitor websites are targeting for the purpose of ranking enhancement of their own website should be identified.
KEYWORD EFFECTIVENESS INDEX:
Apart from demand and competition analysis of a particular keyword, another important factor that is used in applying filter is KEI (Keyword Effectiveness Index). It is not advised to solely depend upon either demand or competition. The values may deceive the actual significance of that keyword. That is where KEI plays a crucial role. The formula devised for KEI is given by
Keyword Effectiveness Index = (Demand) 2/Competition
The keyword priority must also be done on the basis of the objectives or aim of the website. Some prefer branding while some target leads and sales. It is important to keep the objectives in mind and proceed with Keyword Research accordingly.
Many of the digital marketing agencies or SEO companies would implement the above methodology for a successful keyword research.BigIn IT Services is one of the well-established digital marketing agency that deals with this kind of process.