Four Keyword Structure Tips For Economical SEO

by: gill.solutions
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As more businesses learn the importance of a strong Web presence they’ve started to pick up the essentials of search engine optimization (SEO): Make sure your site has clean coding, build links, and focus your content on keywords – search terms – which people would use to find you. While it’s certainly possible to make some progress by sticking to the basics, you need training and insight to progress further, particularly if you’re competing for top spot on a competitive keyword. GILL Media focuses on this “Teach the client” approach to help sites build rank, and instruct clients about keyword structure as part of efforts to make the SEO process understandable, successful and sustainable. According to their analysts, keyword structure breaks down into these fundamentals:

Competitive Keywords: Starting keyword research needs to be comprehensive and include competition analysis, search result page analysis, and top of market analysis. The higher the traffic and stronger the competitor, the more it costs to build rank on a keyword. Nevertheless, you must analyze top keywords related to your business for a number of reasons. First, what may be out of reach today may not always remain so; future efforts might attack them. Second, you can pick viable keywords related to the most popular terms to both prepare for these future efforts and generate strong traffic from these derivatives themselves. Third, even if SEO is out of your budget on certain words, you can use other methods such as Pay per Click ads.

Head Keywords: After exploring the lofty heights of the most competitive keywords it’s time to scale back to your budget – either a time budget for your own staff or a monetary budget for an outside SEO firm. (In many cases, an SEO firm will actually be less expensive because it makes more efficient use of its resources, while your staff may generate hidden costs due to time spent on SEO.) One good rule of thumb for selecting your keywords is to target those where capturing 4% of searches would generate a significant traffic boost, because page 1 generates about 80%, the first result takes 40% by itself, and the remainder divided among the remaining results equals about 4%. Whenever possible, select keywords that are related to keywords that may currently be beyond your reach – and see below for more on keyword relationships.

Keywords in the Long Tail: Lower volume keywords require less effort to reach and generate about 70% of search traffic, so in addition to your head keywords you need to select a number of these “long tail” keywords to capture some of that. In this case, your strategy is to rank well on as many of these words as possible so that the total captured traffic amounts to a meaningful boost. Once again, pick long tail keywords that relate to higher volume keywords.

Keyword Relationships: What is a keyword relationship? This exists when one keyword is derived from another. For example, “Blue widget” is related to “Widget.” “Large blue widget” is related to “Widget” and “Blue widget.” “Buy large blue widgets in Tampa, FL” is related to all of the above and some additional keywords, too. Developing strong relationships between top performing keywords, your head and your tail allows you to not only build rank on each target, but contribute toward your other targets. Search engines are getting smarter all the time too, so they can often recognize synonyms and related terms that don’t directly use the same words.

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About the Author

GILL Media is a leading provider of strategic internet marketing and affordable web design for small, medium and large businesses.

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