Understanding Keywords For SEO Campaign

A search begins with a keyword typed in the search box of the web browser. The http protocol sends the query to the servers at Google, Yahoo or Bing whichever chosen for the task.  The search engine returns through http protocol an answer to your query. This happens in few seconds and you get the best possible answer.

In the beginning of a search engine optimization campaign the first step after getting familiar with the website is to look into its contents. If the site is being made or has fewer contents than it is your task to provide content creation, link architecture and then write the contents for each and every page.  

So your research begins with understanding the topic of the website and where does its focus lie. It may be a broad topic website or it could be focused on a niche within that topic. For example it could be on “cricket” or it could be on “Indian cricket”.   By studying the website and related website you should discover the keywords more like your site will respond to. For example if your client’s site is on shoes then find out which shoes the company makes. Is the website talking about shoes for men, shoes for women, is it talking about formal shoe, or sports shoes etc. 

Searching on the Internet using these keywords will result in many sites that are related. Understanding the search terms they are focusing will narrow the scope of terms or phrases you are going to use to optimize the client’s website. Studying related websites and their contents in title, meta tags and body is important to come to a better conclusion about the terms you’re a going to use. 

It is also important to study the topic of the website by reading articles, blogs and books or whatever source you come across. Even discussion with informed people will help. Sometimes the client himself will throw light on the subject. 

Another method of researching keywords is to use the keywords tool. But most of these tools are unreliable and some are paid. Using these tools will also assist in discovering new keywords for your client’s website.  

Hence the next step is to make out a list of keywords also called search terms that the website would react to whence a query is typed on the SERPs or search engine result pages.    

But things are not so simple nowadays because even if your site does not contain any exact match keyword or in some cases no keywords at all it still has the potential to rank better. Why?

Search engines like Google nowadays use semantic indexing using this method they are able to accurately home on the website topic and hence terms associated with it. So you can write naturally and informatively the website contents without bothering about the search terms. Yes you can? 

Using related terms they can find out that your site is a hotel site and that to it belongs to a luxury property or one that serves wildlife lovers on safari in a particular National Park. 

Modern day content writers research the topic well and include related terms naturally in their write ups. A few exact match phrases are also used appropriately in the website contents. Please do not saturate your content with exact match phrases to target search engines rather write for the visitors to your site.  

But if you wish to increase the scope of terms that the site will rank on then making a list of targeted phrases is essential. The list is not made overnight it is always an ongoing process and goes along with the search engine optimization process.

Remember lot of your own logic and experience is used to deriving accurate phrases on which the performance of your client’s website will depend. Site should respond to long terms since competition is less and the next step is to target primary terms whence your website has become more authoritative.   

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Uday provides search engine optimisation service as well as writes website contents.
He also teaches Internet or Digital Marketing in Jabalpur in India
He can be contact at
My Email

09755089323