3. Query Analysis – Check the Search Keywords
Google analyses the volume and kind of searches that users make through the search engine. It analyses these results over time and documents associated with the fastest growing keyword searches are ranked higher as they could indicate a hot topic or breaking news story. Google also looks at search terms and records whether a search term should produce a consistent set of results or whether searches like ‘London Software Development’ should produce a different set of results every year.
- If a document appears highly in the search results for a discordant set of search results, then it may be considered as SPAM and ranked lower as it is unlikely for one document to be a good source for a number of different topics.
- Each document should be optimized and contain information related to a few searched for keywords. If you try and put all the keywords into one document then you are unlikely to rank very highly and are much more likely to be considered as search engine SPAM.
So, before you begin to rewrite the content of your web page to increase or decrease keyword frequency, you must find the right keywords.
There are several ways to find keywords and you should strive to try all of these strategies:
- Brainstorm. Come up with at least 20 keywords or keyword phrases that you think people might type into a search engine in order to find your web pages. Use your knowledge about your industry, but try to remember to think like people that are looking for the types of products and services that you are offering.
- Ask other people. Ask business people and friends what they would type into a search if they were looking for your page or site. It is especially helpful to get the opinions of people outside of your industry, people that know little about your products and services.
- Use the search engines. Go to search engines and look for pages with content similar to your own. When you get to your competitor’s sites, look at their source code. (Place your cursor on the page, click your right mouse button and choose “view source.”) Check out the phrases they are using in the keyword meta tags (if they have them). If you find some new keywords,
be sure to write them down.
- Use a “keyword suggestion tool” such as this free one from Google AdWords.