Search engine optimization is a complex business. However, the basics of SEO remain links, content and keywords. The more complicated matters can be pivotal, but if the basics are handled poorly then it is not possible to make sustainable progress on other fronts. Therefore revisiting the basics periodically is central to the success of a continuous and evolving campaign.
At SearchEngineOptimisation.co.uk we realise that campaigns are usually most successful when they are based on the work of dedicated professionals. However, clients should do some research and bring a little relevant knowledge of their own to the table. Keyword research illustrates this wider point to perfection.
The main list of keywords is basically a starting point. It is crucial to recall that users rarely enter single words into the search engines these days. Hence adjustments to word order can be an astute variation to employ. Another good tip is to add another word or two to a phrase. When a user has been frustrated by a search which has not yielded up the hoped for result, they typically add an additional word to the existing ones. By paying close attention to your own behaviour as a user it is possible to plan for the behaviour of others. However, SEO specialists know much more about typical user psychology.
Some users actually remove words from their queries. This type of behaviour often occurs in the aftermath of a search which yielded little relevant information. In other words, the user attempted to be too precise for what was actually on the net in the area concerned. Hence it makes sense to cater for this behaviour, even if it occurs relatively infrequently compared with word addition. Another option is to plan for situations when users cut words in order to find what they are seeking. In these circumstances, users may chop up longer words and it can be worthwhile to predict which words in your keywords this could happen to.
It is a commonplace to mention misspellings in this context. Users of the net are often in a frantic hurry and are therefore prone to making spelling mistakes. Literacy levels also vary from user to user. Common misspellings thus need addressing. However, it also makes sense to consider alternative spellings. ‘Optimisation’ and ‘optimization’ are a good example of this method in action.
Do not forget acronyms. If your site is in a sector which is acronym-rich, users will enter a few of them from time to time. For example, if you sell wood and such like, MDF should be one of your keywords. None of your users are likely to type out the whole thing. Similarly, slang should not necessarily be neglected. If your site comments on celebrities, your users will probably enjoy reading lots of colourful slang. What people enjoy reading influences what they write and such users may well enter pieces of relevant slang into the search engines now and then.
The basic principle is that it is unwise to miss out on business by having an inadequate keyword list. Nor is it good practice to keep it the same for too long.
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Posted by Phil.
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