Using Keywords Effectively For an SEO Campaign


by Patrick LeMay - Date: 2010-11-19 - Word Count: 491 Share This!

Keyword research is one of the most crucial parts of an SEO campaign. If you end up choosing the wrong keywords, prospective customers of your products or services might never be able to find you through search engines. Backing wrong keywords means that you are wasting your marketing funds and squandering away the time and effort used to market your website.

Dealing with myths

Many companies believe they know the phrases a customer would use to search for their website. Never make the mistake of assuming that you know how your customers think. Most business owners with websites look at the issue too narrowly and end up using keyword terms that are too technical. Remember that if the customer does not belong to your industry, he may not use that kind of language.

Create and refine the keyword list

Your ultimate aim is to come up with an ideal group of words that the majority of customers will use. First, create a list of possible keywords by brain storming for words a consumer would key into a search box when looking for your site. These include both broad terms as well as targeted ones, terms that have a purchase as well as a research tilt; and these could be both single words as well as multiple word phrases.

Do not use generic terms such as "clothes". Words like these are very difficult to optimize for, and will not attract targeted traffic to your website. Talk to customers, friends, colleagues - and come up with relevant keyword phrases. Do some research on the competition as well. What are the keywords that they use? Can you improve on those?

Tools to help you in research

You now have the first cut of your keyword list and the next step is to refine it further. Using a keyword research tool such as Google AdWords Keyword Tool, WordStream, Google Suggest, Wordtracker etc can help you discover new keywords and find out more information on the ones you already have in your list. Are the keywords worth your time and energy? What is the competition for them? These tools can help you get answers to such questions.

Finalize the list

Narrow down the list even further. Use a spreadsheet to analyze each term's search volume and competition. This will tell you how beneficial each term could be for your website.

Choose phrases that most closely match the theme of your site. Discard those that are irrelevant or are not supported by enough content on your web pages.

Monitoring keywords

You should also remember that keyword research is an ongoing process. As time goes by, you will find that your keyword list needs adjustments according to changes in your products or services, or in customer behavior. In such a scenario the website, its content as well as the keywords used within will also need changes. A good SEO campaign requires close monitoring and updating of your keyword list at regular intervals to ensure that you stay ahead of your competitors.


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