The Evaluation Process
There are 2 basic steps in establishing the best keywords:
- Define the served market universe of all
potential keywords and their popularities.
- Define keyword relevancy for served market.
A 3rd step, covered in a strategic analysis test,
must be added to determine which keywords have the best
value.
The first step is the seeding process. In
this step, potential keywords are gathered:
- Review website visible text for possible
keywords.
- Review competing websites for possible
keywords in metatags and visible text.
- Brainstorming sessions with other company
employees and departments.
- Use Google's keyword suggestion tool.
The next phase is to expand the seed list to include
all possible variations and synonyms, thereby attain a
universe of all potential keywords.
- Use Overture (FREE) and WordTracker
(Subscription based) suggestion tool for
alternative keywords
These tools also report keyword popularity values.
Once a universe of potential keywords and their
popularities are defined, the popularity for each keyword
needs to be tempered with a relevancy value.
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Keyword
relevancy is a measure of those visitors who are truly
looking for your products and/or services.
Those
keywords that have a combination of high popularity and
relevancy (factored popularity) are sorted in descending
order to reveal which keywords are best.
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