Keyword Analysis- Is it important?
If I ask my boss that question, I would probably get the sack. The answer is that of course keyword analysis is important. VERY important. It is the foundation of any SEO campaign and mistakes made at the keyword analysis stage will effect your SEO campaign in both the long and short term.
So why do a keyword analysis?
A keyword analysis allows you to evaluate a number of issues. Firstly, the competition on a given keyword. Lets say you think of using the keyword “rope technicians”. By typing it into, Google you can see that 445,000 sites are also aiming at that keyword which, for a search term, is very uncompetitive. Unlike a keyword like “SEO” which has 234,000,000 which is very competitive. Before you run off, to use that keyword, it is then important to see, first how much traffic that keyword will provide you, a Google indicator is the Google adwords keyword tool. This is primarily used for PPC, but you can get some good data from it on monthly searches on a keyword term, I must stress this isn’t wholly accurate, but is a good indicator of traffic. So if we put the keyword “rope technicians”, we get back an estimated search volume for the month for that term, in this case its 140, on further investigation the term “rope access” has a traffic volume of 14,800 and only 424,000 other sites targeting that keyword.
So from this little test we have discovered that although the term “rope technicians” is easily obtainable the traffic its going to generate is far far less than the keyword “rope access”. Thats the basics of it, although you have to take other factors into account, such as the page of the competition, age of your site, your sites’ PageRank and whether that keyword converts. On the conventional side of things it is alway worth running a small PPC campaign before starting any SEO to see which of your keywords convert, At the end of the day, “rope technicians” and “rope access”, although referring to a similar thing might not convert for your business model. There are many formulae to keyword analysis, but I hope this example has given you a brief insite into the importance of keyword analysis, in terms of SEO.
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