Keyword Analysis and Keyword Research

DEFINITION: Keyword research is a action used by search engineoptimization professionals and PPC engineers to find actual searchterms people enter into the search engines which are 'most' likely toresult in an action on a particular website they may be optimizing forsearch.

Google uses an algorithm to evaluate a page for content andimportance but before it does this it indexes the page. The Googlealgorithm is known to be a complex set of rules which encompasses over200 separate elements. When the engine retrieves the page and puts itinto its index the page might be available but no score has beenapplied to it. The algorithm is responsible for applying these rules toeach and every page in the index. Therefore although Google and Yahoomight know the page exists no rules have been applied to it to dictateunder what circumstances it would appear in the SERP (search engine results page). As you canimagine with many trillions of pages on the internet the scoring ofeach and every new page is not an immediate action taken by the searchengine.

The more accurate engines such as Yahoo! And Google have becomeadapt at returning results which are based not just on a user’s singlesearch but also are honed from other users typing in the same searchover time. Just because you searched for ‘sharp 42 inch LCD Dublin’ does not mean that Google would return the same page to you that it returns to other users.

A user in Francewould almost certainly get a different SERP. So Google and Yahoo!Specifically not only examine past searches to improve on conversionand users satisfaction with their results they also serve differentresults depending on where, when and under what conditions a userssearches.

For this reason many site owners who are in fact involved in abricks and mortar industry are always surprised when they get a phonecall from somewhere like Israel or Detroit looking to do business when the site owner was almost positive he did not appear on Google for such searches.

This set of articles under the heading of Keyword Analysis andKeyword Research will give you a good idea of how to carry outanalysis, what software to use and how to turn the customers you knowwould buy from you into visitors to your site in the first place. Afteryou capture visitors as traffic you then need to carry out on siteoptimisation to make the best use of the research keyphrases you havediscovered. However for the meantime let’s stick to looking forconvertible and easy to identify traffic in the first place.

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