The selection of keywords is considered as the most important factor in search engine optimization and it is the foundation of all SEO strategy. For an optimal selection of keywords you should take into account the following points:

1. Popularity of the Keyword

Since individual words are generally much sought after, and they usually attract a lot of competition, you should focus on long tail keywords. Choose “key phrases”, composed of two to five words, to optimize each page. They tend to be the best keywords for Search Engine Optimisation. It is also recommended to optimise pages for misspelled keywords, they can attract great popularity. Competition for these variants will be much less intense. The selection of keywords for search engine Optimisation is fundamental to attract the right visitors, as they will be readily available to make a purchase after typing the keyword you are targeting.

2. Competition for the keyword

By opting for highly competitive keywords there is a risk that the website will be lost among the multitude of search engine results. Due to this high demand for some words, it is advisable to identify a niche, or set of keywords that clearly describe the website, your products and services, and use some keywords only a few have chosen before.

3. Relevance from the point of view of marketing

In the design of a good search engine marketing strategy many aspects are considered. For one, you need to have an excellent understanding of your target audience, i.e. which search engines are used, and what keywords are used to find a product or service. In this context, it is important to provide web products for specific keywords and accurate descriptions between the keywords and products, since they have the advantage of having less competition and can ensure more qualified visitors. On the other hand, it should be noted that, users of search engines do not think as a marketing manager, and what sounds good for a promotional slogan, does not correspond to phrases likely to be used in a search engine.

4. Relationship of the keyword to the content of the site

You should choose not only the keywords that match the content of the website, but also the keywords that users use to find websites similar to yours. Generally, it is recommended to have body text content exceeding 250 words, in order to use one to three keywords. As we have seen, when positioning a web page, one keyword is insufficient due to the lack of focus and clarity, and you probably have a lot of competition. It is preferable to choose more than one keyword, trying to adapt to search for phrases by users. Given the above, and after choosing the keywords that identify the web, you should optimize the homepage for the keywords that best suit your website. The next step is to optimise the secondary keywords throughout the pages.

Previously to assess the effectiveness of these keywords, there are some standardized methods to measure the relationship between the difficulty and the benefits of a particular keyword position:

KEI (Keyword Effectiveness Index): relates the number of searches that have a particular keyword (benefit possible) with the number of pages it should compete against (difficulty).

Google PageRank: taken as a measure of the difficulty of competing with the results already established, the PageRank of the first sites listed in Google to find such expressions.

Tools for Selection of keywords for Search Engine Optimisation

A wide range of possibilities to find terms and words used as keywords is open if we use some keyword tools. These tools offer a number of suggestions that prove quite accurate and can enhance the results of your keywords in different search engines. Some of the next tools will make your life easier when it comes to keyword research for SEO.

Among the search engines that offer suggestions include the following:

Adwords, the Google suggestion tool: When entering a keyword shows frequent searches that include that keyword, providing information on the number of times it has been sought. After choosing keywords, shows the foresight of people who follow the link in that ad based on broad match words.

Altavista: offers suggestions and seeks input variations with words. It also offers related terms. It is considered one of the best keyword tools.

AllTheWeb: returns queries related to variants of expressions entered.

Wordtracker. It is a specific tool that can be used under payment, but with free access to a trial version. It offers both variants of the keywords entered as thematically related expressions (side searching) as well as data on how many times they have been searched.

Overture and Spotting: suggestion tools from both companies are similar. Both return variants with the keywords you have entered. Each variant indicates the number of times it has been sought in recent months.

Although Google tool offers very satisfactory results, among the various recommendations we found in the SEO community has appeared that we now believe is the right one. Experts recommend a combination of the tools we just saw, with a tool that gives us semantic variants and synonyms with which optimise our choice of keywords.

We use software to generate this sort of information, although it’s ultimately from a combination of lateral thinking, and trial and error in some cases, rather than the software that you will have the chance to uncover the niche keywords.

You can view the first part of the article about On-page and off-page keywords for more information.