Keyword Analysis

In order to pick the right keywords for your web site, you must first research your target market and audience, review competitor web sites and perform due diligence on top search phrases that you think will be applicable to your industry, business, product or service. This may sound straightforward, however it is not a task that should be taken lightly as it is the first building block in successfully optimizing your web site.

First things first, a good domain name matters.

If you have not already registered a domain name, spend some time and really think about what you want the branding of your online presence to be. First you need to make sure that your domain name is clear, readable and not easily confused with other words. Due to the sheer volume of domain names that are already registered, you may find it quite difficult to come up with a name that has not already been registered. 

Start with your company name, or an abbreviated version of your company name.  From there work along the edges to find something as close to your company name as possible.  If your company name has already been registered as a domain name by someone else, are you willing to spend upwards of $5K, $10K, $25K or even $100K to buy that name for yourself?

HOT Marketing & Design has over 30 years of combined experience in sales and marketing, so you could really save yourself the time and energy by letting us help you to establish your online identity.

Now that you're registered, what are your key points?

If you are selling a product or service, then let's start there. Brainstorm a list of words that are relevant to your business, as well as a list of competitors if any. Choose 25 to 30 keywords if possible, and 5 to 10 competitors. Now let's do some online research!

Go to any leading search engine and start searching with the keywords, one at a time.  Note the top 10 results that come up on the first page. Click on all of the top 10 results so that your browser remembers that you've been to the sites. Make sure that you note how many times the top search results appear for each of your selected keywords by recognizing the links that you've already visited (they should be a different color than the unvisited links).

Now start with the list of competitors, searching them one by one. Make a note if you've already visited their web site when you searched for your keywords.  If they are doing it right, you should have been seeing your top competitors at the top of each search result for your keywords. Once you have gone through the list of the keywords and competitors, tally up your notes and determine which keywords resulted in the most cross references with your competitors. Slim this list of keywords down to around 10 if it is more, and now you're ready to start analyzing the density of those keywords on your competitors sites.

Keyword Density. How much is too much, and when is it not enough?

Keyword density is the ratio that a keyword or phrase appears on a web page relative to the total number of words on that page. Keyword density is used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.

In the early days of the Internet, keyword density was an important factor in how a web site was ranked by search engines. Over time the implementation of optimum keyword density became widespread and in a lot of cases abused, and today, the overuse of keywords (called keyword stuffing) results in penalties by the search engine and that causes a web site to have a lower search ranking.

Generally the optimum keyword ratio for a properly formatted page on a web site is 3% to 9%, and anything above or below this range can result in seriously diminished search engine results.

Contact HOT Marketing & Design today for a thorough review of your existing web site to provide a detailed analysis of your keywords. If you don't have a web site or your keywords yet, then don't hesitate to contact us so that we can help you get started today!

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