Winning At Keyword Development

November 12, 2008

Tonight I ran across another forum discussion about keyword tools. Everyone tells what they use. This one swears by Wordtracker. The next one thinks AdWords is the greatest things since slice bread. There are always those that like the tool provided by SEOBook. Then there is the smattering of tools that are still obscure.
I seem to be the lone voice that disdains these automated tools. I believe in doing research, yep, good old fashioned and time consuming research. We usually will start out looking at 20 competing websites. We read their web pages from front to back and we take copious notes. We include websites from various regions of the country. This allows you to discover regional variations in language. This is so hugely important. There is no easy way to the top.

We ask the client to come up with their own lists of keywords. Then we perform focus groups. We ask the group to provide keyword feedback on the website. In other words, we ask them what they would search for to find the targeted products or services.

Yes, it does require time and resources, but success isn’t easy in competitive fields. It’s all about thinking outside the box. We use these methods daily because they work.

Then we combine all the research into a database. We use this information to create keyword phrases using 3 or more words, in most cases. Then we place them onto the website and observe what works and what doesn’t.

There is also a new face of keyword development that may eventually change the whole industry dramatically. This new face is Latent Semantic Indexing or LSI. It scores pages on where the keywords appear on the pages.
We invite you to visit SEOBook and Wikipedia to learn more about the growing importance of this new tool.

Generally, we analyze these keywords after 30, 60, and 90 days. We make adjustment based on the website statistics. This is what we call Keyword Development.

We invite you to join the conversation and leave a comment. We also invite you to continue the conversation on your blog or perhaps use a trackback, or maybe even social bookmark this article, give it a Digg or Stumble it.

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