Which keywords should you optimize your site for?
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
WordTracker's
keyword generation service. 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.
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Google has been ordered to disclose personal information, including viewing habits and internet addresses to Viacom, in the latest phase of the ongoing legal battle between the two companies. Google must surrender its users' personal information to Viacom (Computing.co.uk)
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