What Phrases Customers Use to Find Things

By: Stig Kristoffersen

What you want to do is compiling keyword search statistics from over 180 search engines world wide, to create the most powerful Keyword collection for your need.
Knowing what exact search phrases customers use to find your products or services enables you to maximize the available search engine traffic.
The reason for this is quite simple. If your web page does not contain the exact search keywords a customer is using, your page will not be found in the search engine results. Basically this means fewer potential customers visiting your web pages.
Secondly, identifying all the relevant keywords to use in PPC campaigns, such as Google AdWords and Yahoo Search Marketing, provides better coverage and increases ROI. You can target keywords individually setting CPC rates to suit each term, which improves ROI, as you do not need to rely on broad match options which are well known to generate lower conversions.

Given the fact that over 80% of all online transactions begin with a keyword search on one of the major search engines available on the internet. This really tells the importance for your web site to have the right keywords that people use for search so they will be able to find specifically your web site with your products or services. To compete on the internet you need to target all the relevant keywords.

Several software available today can tell you the search phrases people use to find products and services, as well as the search terms that can drive traffic to your competitors.
You can take advantage of this information to either optimize the content of your web pages and your meta tags and you can maximize your pay per click campaigns and finally you will be able to take traffic away from your competitors.
All these three reasons should be enough to understand the importance of finding the keywords that are most suitable for you and your website and to be included in your content and meta tags.
Keyword Research is one of the first and most important tasks you will undertake in the process of finding the right keywords. If you are selling specific products or services, use this word and put it into a keyword research program (like f.inst Keyword Discovery, Wordtracker, AOL Hot Searches , Ask IQ, Dogpile SearchSpy, Google Trends, Google Zeitgeist, Lycos 50, MSN Search Insider, Yahoo Buzz Index).
When a typical user does a search, the pages that are displayed within the top 10 results usually contain the EXACT phrase that is being searched for somewhere in the page content. This means that if you have the phrase "service and/or product" somewhere in your page, but not "Cheap service/product" or "Free product/service" you would be missing out on thousands of potential customers that use these phrases to look for your web hosting services.

The Industry Keywords research tools will track the most popular search terms that are driving actual traffic to sites in various industries. This data enables you to compare the keywords you are currently receiving traffic for, with that of your competitors in the same industry.
For Example:
The top searches in the Recreation / Motorcycles category include: scooter chopper , bmw r80, Kawasaki, harley davidson , 50cc scooter mopeds and many more. It is therefore imperative that you find out from your industry standpoint of view, what keywords are the most popular within your branch. This will give you the edge above others in the same industry. F.inst travel or sex industry, it is important to differentiate already on the keyword level.
Spelling Mistake Research . Many people have difficulty spelling, make typing mistakes when entering keywords or simply write words in a different way, for example, the word "color" in the US is written as "Colour" in other parts of the world. How many other words do you think are spelled differently? You can take advantage of this by targeting commonly misspelled keywords. These keywords are often far less competitive than the correctly spelled keyword.
Example: If we go to a travel site, lets try and find the different ways people spell the word accommodation. Tools like Wordtracker or Word Discovery have this function to check various spelling of this word. We find out that there are at least 10 various ways this word is spelled amongst users on the internet. Fantastic, this gives us another edge we could use in the marketing of our web site. If you target the common keyword misspellings in your PPC campaigns and even in organic SEO, you can get a real edge over your competition.
Seasonal Search Trends. The problem with most keyword research tools, such as Overture, Word Discovery and WordTracker, etc., is that they rely on the previous 1 or 2 month's of search data. This makes it very difficult to predict what users will be searching for next week or next month.
For this reason, you need to do a search history that spans a full 12 month period to encompass the seasonal changes of words, actually you will need to run a keyword check on a regular basis as events can make people change keyword usage. This was easily seen in 2007, as events (celebrities in news, disasters, sports events etc) governed what words people used in search engines most. What this does is, it helps you to predict the searches that will be popular for next Christmas, and to examine seasonal trends you will be able to see how demand for various goods and services is likely to change throughout the year. If you want to check what season the keyword valentines day is popular, it does not take a genius to understand that February would be a good tip. Check for other words, and you will see they have peaks in their use, utilize this to your advantage and not have missed this important information if you do it in advance.
You will have benefits by identify seasonal trends and being able to plan marketing campaigns to coincide with traditional peak periods like Christmas or Valentines Day. In addition you will be able to determine the ideal timing for your marketing campaigns and predict traffic levels during low peak periods like the holidays.

Related Keywords
There may be keywords that are closely related to your web site's purpose that you are not targeting. There could also be different words or names that have the same meaning as other words due to regional or cultural differences. Finding all of these words can be quite difficult, however making an effort finding these relationships can make the real difference compared to your competitors.
If you sell f.inst shoes, you should find all related terms to this word as well, like boots, footwear, sandals, nikes, adidas, reebok etc.

KEI Analysis. The keyword effectiveness index is an important index to understand and to evaluate. It can be quite easy to rank in the top 10 results for some search terms, but it can be very difficult for others. For this reason, the most popular search terms may not be the best terms to target.Using an example here to illustrate how important this index is for search of the right keyword/phrase for your web site, we will use the example Sidney hotel as a search word/phrase. The very best keywords have high popularity (as in a large number of searches), but are not very competitive, that is they do not appear on a large number of pages. This relationship is represented by the Keyword Effectiveness Indicator, or KEI. KEI is a logarithmic scale that aims to quantify the effectiveness of any search term. The KEI value is 0 to 10. It is similar in principal to the Richter Scale, commonly used to measure earthquakes, and this is a good way to think about the figures. When using KEI, keep in mind that KEI is only a basic measurement, whereas tools such as SEO Toolkit also check the other more important criteria, such as intitle, inanchor, Google Page Rank, Alexa Rank, PI Rank and the number of competing PPC ads on both Google and Yahoo.
Keyword Density Analysis .
Keyword Density tools are used for two primary SEO tasks: One is to check the density counts of the keywords used on your pages and second to dentify the keywords that your competitors are targeting.

There has been widespread discussion on the ideal keyword density for the primary terms used on a single page. This ranges from 3% up to, and over 15%. However, it is agreed that keyword density is used by search engines in their ranking algorithms and does affect the a page's ranking. Keyword density analysis also make it extremely easy to identify the search terms that your competitors are using on their pages, and more importantly the search terms they are targeting. With the keyword density tool, you can easily see exactly where each term is used on a page, the number of times the term is used, if the term appears in the meta tags or links, and if the term is used in heading tags.
The keyword density analysis would load the specified URL and extracts all possible word combinations to create a list of search phrases and then cross references the extracted phrases with the Keyword Discovery search term database.
The density report enables you to quickly identify the frequency of popular search phrases used on your own web pages. In addition, by using the density tool on your competitor's pages, it can provide valuable insight as to the search terms your competition is targeting.

Domain Researcher Tool
Quickly find potential high traffic and available to be registered domains based on popular keyword search terms. The Domain Researcher Tool can cross reference any search phrase if available as a .com or .net domain in real time.

Many domains are already taken, but with the batch keyword check feature, you can save time searching for that perfect domain that is still available. Checks 100 search terms at a time!

As you can check availability of domain based on searched for phrases, this tool is great to identify potential new high traffic domains or domains that not only describe your business or product but are already in the minds of potential customers.

I will not try to sell you any products here, and will therefore not recommend any tool above the other, however two main products stand out and those are Wordtracker and Word Discovery. Try them both and see what you think. Another solution is to hire an SEO expert and let him do the work for you, sometimes this is the best solution, as this person probably have done this type of work before and can turn around quality work at the shortest time as well. It can save you both time and money by having the optimal research done the first time. Also an idea to let this SEO expert run research every quarter, to update and refresh the analysis and what type of keywords/phrases are most suited for you at that given time. Some companies runs this analysis on a weekly or even more frequent level, in order to keep track on competitors and the type of keywords in trends at any given time. It is up to you and how dependant you are upon having traffic driven to your site or not, how much business you need for the next quarter or so.
Please do not hesitate to contact me if you want some assistance in these matters, maybe I can assist you with your keyword/phrase strategy to make your web page or content on the web page more SEO friendly and create traffic for you and ultimately bring income to yourself and your business.
Best of luck then, and with the hopes for a prosperous business year

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