Keywords are key to unlocking your site
2011-07-15 14:04:05 -

Keyword research is one of the most important and valuable aspects of the search engine optimisation (SEO) process. With good keywords, you will be able to learn more about what attracts clients to your business, which will in turn allow you to create content that people are already looking for.

There are plenty of free tools you can use to do keyword research, but the most basic keyword generation should start by asking yourself the question: What products/services do I provide? This will give you a solid base for all your keywords. 
For example, if you are selling paper towels, the key keyword for you is “paper towels”. Note that we’re using the complete phrase here; while there are many more searches for the terms “paper” and “towels” on their own, separately they won’t work very well for you, because they do not really describe your product.
Once you have your key keyword, you can use research tools to build upon it. One I would recommend is the free Google Keyword Tool, which gives you not only suggestions but also search statistics. However, such tools cannot show how directly valuable and important keywords are for your business – that is up to you. 
Remember that bad keywords can not only lower your website’s pagerank, but also annoy your visitors. If you use the word “towels” when you’re selling paper towels, you will mislead searchers looking for cloth towels.
But how do you evaluate a keyword? First, ask yourself a few simple questions: Is it relevant? Will searchers find what they want on your website using this term? Can traffic generated by this keyword bring you sales? What results do I get when I search this keyword? If the answers to these are positive, you might also run a short Google Adwords campaign to test its effectiveness.
Find out more about keyword optimisation in next issue of Metro Éireann.

Marcin Kulik is the owner of MK Design Studio, a creative web design agency based in Malahide Co Dublin. 
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