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Step by Step Keyword Research

By: Ganesh J. Acharya

Keyword research in short is the process of identifying the words those buyers could be looking for. Every keyword that's missed during the keyword research is an opportunity gained by the competitor who has successfully incorporated the missing keyword1. So, it's necessary that our keyword research should always be as good as possible. Today search engine marketing has heavily changed the business process and has become an unavoidable tool for the marketers, and keyword research is an important part of the same.
Type of Keywords used by genuine buyers
There are two types of keywords used by genuine buyers, depending upon their informed or uninformed situation at the time of using the search engines. We can also classify these two types of buyers as, uninformed buyers and an informed buyers.
Keywords used by an uninformed buyer
Always remember that people who are looking to buy Machinery Equipments for the first time are not experts, and possibly are not aware of the technical nomenclature at the start of their buying process.
E.g. Pulverizer is the technical name of a type of crushing machine. People who generally buy this machine from the market start researching for machines asking the following â€œWe need coconut crushing machineâ€. So possibly these people may start querying the search engines with terms like â€œcoconut crushersâ€, â€œcoconut crushing toolâ€, â€œcoconut crushing machinesâ€ etc., to get to their required products.
Keywords used by informed buyer
An informed buyer is some one who has been delegated with procurement responsibility for the company, and some one who has in-depth knowledge about the product. These people have specialized knowledge about the product they are trying to buy. These people will always query the search engines using terms, â€œpulverizer manufacturesâ€, â€œ90mm pulverizersâ€ etc., which are the exact scientific terminologies with minute details about the product.
Keyword Research
Keyword Fingerprinting
Keyword Fingerprinting (KF) or understanding the visitor search pattern by researching the web logs is the best technique to find the actual keywords those people have typed to come to your website using the search engines. After closely watching the KF we come to know that a buyer types almost anything that's logical to their understanding to get to a relevant website. We after a close study conclude that it's extremely tough to actually assume that visitors will type only in a particular pattern. Though all the important search engines are known to suggest visitors to use a pattern.
Find Keywords using Competitor's Websites
Finding keyword phrases from the competitor's website is the first steps towards keyword research that many of the Search Engine Marketers have known to adopt. But, using this method after closely analyzing the KF gives much more detailed information about the keyword pattern that visitors could adopt.
Find Keywords using Keyword Tools
There are many keyword tools those are available in the market which one should consider using. These keyword tools collect search pattern from various search engines that provide specialized searches those are not available using the parent search engine. Crawlers are search engines those provide the visitors with search results from various different search engines. These searches are then used by the keyword tools to provide the search marketers with keywords search pattern along with the following important data
1. Total Search Count per month
2. Total Competition
3. KEI (Keyword Effective Index)
Things to remember when doing a keyword research
1. Closely watch the website logs for keyword pattern
2. Closely watch the keywords used by the competitor websites
3. Get new keyword by brainstorming
4. Search Engine Suggest visitors Keywords. This has to be addressed during the keyword research
5. Singulars and plurals yield different results
Content planning using the keyword
1. Never stuff keywords at the content
2. Evenly plan the content.
3. Keep information as precise as possible
4. Research as many applications as possible
1. Search Engine Marketing, Inc. Mike Moron, Bill Hunt, ISBN - 0131852922
BUSBY SEO CHALLENGE

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