Researching keywords

How to research keywords

Select a phrase that accurately reflects the content of the page you are working on
It doesn't need to be grammatically correct
Don't make it too general
Think of words your target audience are likely to use
Use about 2-6 words

Then thoroughly research this phrase - don't just assume it's the best you can use!

Keyword suggestion tools

Use one or more of the many online "Keyword suggestion tools" to help you, such as WordTracker or Google's AdSense Keyword Tool (both open in a new window)

These tools work in very similar ways: type in your keywords and click "search". You will be presented with a list of the most popular search words and phrases and often a second list of possibly related keywords and phrases.

For example, typing "B&B" and "bed & breakfast" into Google's AdSense Keyword Tool produces a list that starts like this:

Keywords "B&B"	Search volume (May)	Keywords "bed & breakfast"	Search volume (May)
Keywords related to the term "B&B"		Keywords related to the term "bed & breakfast"
b&b	1,500,000	bed and breakfast	1,500,000
b&bs	110,000	bed and breakfast in	246,000
b&b's	49,500	bed and breakfasts	135,000
cheap b&b	40,500	bed and breakfast hotels	40,500
b&b house	27,100	bed and breakfast near	40,500
b&b uk	22,200	bed and breakfasts in	40,500
b&b accommodation	18,100	cheap bed and breakfast	33,100
b&b hotels	18,100	bed and breakfast accommodation	22,200
b&b hotel	14,800	farm bed and breakfast	18,100

As you can see both terms are frequently used - if you decided to focus a page using just these keywords, then you will be competing with thousands or even millions of other pages - just in the UK!

Notice also the differences in search volume for singular and plural terms. Depending on what you are focusing your page on, you will have to concentrate on one or the other. Trying to use both singular and plural terms as your keywords, will simply dilute the effectiveness of both.

Equally, if you were actually researching for a bed and breakfast web page, you would have to decide which term to use: B&B; bed & breakfast; bed and breakfast - tying to cover all bases on one page will be pointless in terms of search engine optimisation - none will be able to rank well.

You may type in a keyword phrase that isn't searched for - in which case there is little point in using it!

Next you want to look for a more targeted keyword phrase, such as "B&B Northumberland" or "B&B Hexham". Entering these two terms into Google's AdSense Keyword Tool comes up with a limited number of related terms, as can be seen below, as well as showing that there are fewer searches.

But people who made these searches are looking for specific results - B&B accommodation in Hexham and if that is what you are providing you have a much better chance of appearing near the top of the search engine results page.

Keywords "B&B Hexham"	Search volume (May)	Keywords "bed & breakfast Hexham"	Search volume (May)
Keywords related to the term "B&B Hexham"		Keywords related to the term "bed & breakfast Hexham"
b&b hexham	880	bed & breakfast hexham	140
b&b in hexham	73
b&b near hexham	Not enough data

Strengths of keyword suggestion tools

They quickly provide multiple words or phrases related to your chosen keyword or keyword phrase
They provide a selection of keywords based upon recent search engine statistics - words and phrases that have been used in search engines
There are many free tools available
They are easy to use

Weaknesses of keyword suggestion tools

Some keyword suggestion tools sample more searches than others, so results can vary
Some differentiate between singular and plural words, others do not
Some are able to target specific countries, others don't
Some tools only search one search engine such as Google
If your business is seasonal use these tools at the same time of year as your readers; otherwise the results will mislead you

Keyword density tools

Keyword density tools calculate how often a keyword is used in relationship to the total number of words on your page.

You want to aim for a "happy medium" Too much use of your keywords and the text sounds stilted and you may be penalised for "stuffing" or "spamming"; too few, and the search engines may decide your page isn't very relevant!

There are many free online keyword density tools - use the search engines to find one that suits you and your business.

Don't be tempted to "hide" your keywords to try and fool the search engines.