The Right Approach For The Keyword Research Phase Of The SEO Campaign

November 9th, 2011

Author : Bharati Ahuja

We all know that the whole search process starts with a search query . All the SEO campaigns revolve around having a quality search presence and high rankings for relevant keywords.

There are many keyword Research tools available online but most of them focus on what the keyword search trend has been till date or what kind of search terms are breaking as new searches on the search scene.

No doubt these tools can give a good insight into the past and present search trend and also reflect search behavior to a certain extent. But, I think if one gets too obsessed with the terms and phrases suggested then we sort of limit the circumference of search within those few terms which we focus on.

I think if you focus on the niche head terms of the industry (for which we know the SEO Campaign will have a long gestation period to start giving results) and due importance is given to a larger set of long tail keywords then I think you try to target a larger set of permutations and combinations of the possible targeted searches made for which your site can be found for.

As in the long run the search behavior keeps on changing and also varies from country to country.
Keeping all options open for a global audience and targeting for the maximum possible keyword phrases should be the goal for the keyword research phase .

For example if it is an edible oil refinery manufacturers and exporters site based in India

Keywords like

  • Edible oil refinery manufacturer India
  • Edible oil refinery suppliers India
  • Edible oil refinery exporters India
  • cooking oil refinery manufacturers
  • cooking oil refinery suppliers
  • edible oil refining
  • refining of cooking oil
  • Edible oil refinery exporters
  • Vegetable oil refinery manufacturers
  • Vegetable oil refining
  • Vegetable oil refinery Exporters
  • Edible oil refining process
  • Vegetable oil refining process
  • Cooking oil refining process

If such a wide range of possibility is kept open for the site to rank then the potential of the site to cater to a wider audience is possible .

Hence instead on focusing on only the keywords suggested by keyword research tools and Adwords also focus on the possible psychologies of people from various geographic areas unless you are focusing only on a very specific region where only the lingo and jargon of that place matters for the search of that site.

People from different places , of different age groups and of different educational backgrounds think differently and use different terminology and jargon. Hence the content of the website should be written keeping this in mind. Instead of  focusing on only certain fixed key terms we should try to keep the possibilities of a wider set of permutations and combinations of keyphrases open for the site.

As the basic thing is that the user does not see your keyword tag and search for your site he keys in what comes to his mind and the search engine bot takes that string of query and tries to hunt for the relevant site from the search engine index. So, making your website being available for a wider combination of queries is more beneficial. Like in the above case we want the website to rank if the person writes cooking oil, edible oil or vegetable oil whatever is the lingo and jargon used by the user.

The analytics data in fact can give a good idea of what searches are actually taking place country wise. A detailed discussion with the website owner who has a vast experience regarding his industry also helps. Hence we usually ask for a list of possible terms he thinks his website should come forward when someone is searching on the web from the website owner, then we add our our research results and come up with the widest possible keyword list which can be targeted as per the content available on the site.

About The Author

Founder of WebPro Technologies a Web solutions company based in India which focuses on building quality web presence for businesses. Bharati Ahuja is a SEO Trainer and speaker, Web Entrepreneur, Blog Writer, Internet Marketing Consultant.


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