Chapter 5
Keyword Strategy
Development
Keyword Strategy Development: An Overview
This chapter, Keyword Strategy Development, is the first lesson where we begin the actual task of optimizing your website – wow – we are well on our way now and can get out teeth stuck into something a little more advanced – SEO (search engine optimization) and SEM (search engine marketing). We will learn more about important terms for optimization and then move on to a four phase process to develop an effective keyword strategy:
The goal of developing an effective keyword strategy is simply to get the best return from your investment in a website. You must of seen ROI all over the place, return on investment is an important term we must get around to adding to our glossary. Having a successful website is much more than simply having a certain number of visitors. It is better to have a handful of visitors come to your website who are likely to avail themselves of what you are offering, be it products, services, or something else. What you really need is targeted traffic, people who are already interested and looking for what you offer.
Understanding keywords strategy begins with knowing how people search for information on the Internet. There are a variety of different words and phrases people can use to find a particular subject of interest.
For example, a person looking to find buenosairesstay.com, a website in Buenos Aires offering apartments for vacation rentals, might perform a search for Buenos Aires apartments. Another might search for Luxury Apartments BA. Another might use Temporary Vacation rentals in Buenos Aires, or Temporary Luxury Apartments in Argentina… The possibilities are nearly endless.
Picking the right keywords to identify your website to prospective clients and visitors is vital to both the Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies of a website. The more keywords and keyword phrases that your site ranks high on in the search engine page rankings the better. The more effective you are in determining the keywords and keyword phrases to accurately describe your products and services the more targeted visitors you will achieve.
Keyword Strategy Terms and Definitions
Just to make sure we are clear, moving forwards, let us go over a few simple definitions first. And, do not forget that we have a more complete glossary in Chapter 3 that we are updating as we write this guide, do not let us forget ROI.
Cluster
A group of core terms and their related variations
Core Term
A core term is phrase used to describe a product or service which is used to develop keywords, keyword phrase or clusters
Key phrase (or keyword phrase)
A key phrase is a search phrase made up of keywords.
Keyword
A keyword is a word that a search engine user might use to find relevant web page(s).
Keyword density
Keyword density is the number of times a particular keyword appears on a web page. The more times a given word appears on your web page (within reason) the more weight that word is given by a search engine when that word matches a search term.
Stemming
Using a root of a word as being synonymous with other terms. (i.e. write and writing or written).
Stop Words
Common words such as a, an, and, the… (which we happily use when optimizing against popular opinion).
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