What Is It?

Keyword Analysis (KWA) is the foundation of almost everything online – not just marketing, but the conveyance of ideas; website content, optimization, ads, search results, demographic research, EVERYTHING. It can be directly applied to Search Engine Optimization (SEO). What’s in a name keyword? Read on.

Specifically, KWA is the research of what keywords people use to search for something, like on a search engine or database, blog, or social website like Facebook or LinkedIn. These keywords are then used in websites to garner attention by search engine robots and people alike.

Just think of your own searches on the web; you used some magical criteria for making the choices you did. Looking for a local coffee shop, or new pair of shoes, or a gift for your Mom? Keywords are used to filter the choices that you receive, and find what you want quickly and accurately. The deep research of keywords is the life or death of a website.

How do you use it? (The Application)

KWA is used in many ways, and is an ongoing process of…

• Discovering how people search for your product or service
• Uncovering other demographics you might not have thought of
• Directing the development of content on your website, print media, and everywhere else
• Learning how your successful competitors succeeded in rankings, traffic, and sales
• Learning how your unsuccessful competitors failed
• Finding new buzzwords that grab people’s attention

Why it’s so important (The Result)

• Increases traffic & visibility – directly applies to SEO, which then increases search engine rankings
• Increases website functionality – makes for better quality copy, boosts quantity of content, improves website architecture, strengthens landing pages
• Helps with branding by strengthening your message across media
• Uncovers niche markets your competitors don’t know about

The Conclusion: Keyword Analysis is the root of good web optimization – it uncovers exactly how your customers try to find you.

Example of Keyword Analysis

What you sell = keywords

A simple example: you sold bolts of Japanese cloth (but not clothing,) what keywords would you use?

1. Japanese cloth
2. Japanese fabric
3. Japanese fabrics
4. Japanese bolts
5. All of these
6. 1,2 & 3

The correct answer is number 5. And since there is nothing holding you back creating a page for each keyword, you can use them all of them.

Look at the words again with estimates on searches per day across all of the search engines:

1. Japanese cloth (10 searches per day worldwide)
2. Japanese fabric (78)
3. Japanese fabrics (69)
4. Japanese bolts (0)

Asian vs. Japanese vs. Oriental keywords: what pulls traffic?

So, as many keywords as there are web pages can be used to promote a website.

But wait, what about other, perhaps more relevant keywords? What if a person is looking eastern-type fabric, instead of just Japanese fabric, but might be intrigued by Japanese fabrics?

1. Japanese cloth (10/day)
2. Japanese fabric (78)
3. Japanese fabrics (69)
4. oriental fabric (133)
5. asian fabric (53)
6. asian fabrics (48)
7. oriental print fabric (28)
8. oriental toile fabric (17)

You must know exactly what you sell, and how people search for you.

But wait! There’s more! We also must take into consideration how many competitors you have for particular keywords:

• Competitors, Keyphrase
• 84, oriental print fabric
• 2210, oriental fabric
• 75, oriental toile fabric
• 1810, japanese fabric
• 765, asian fabrics
• 2190, japanese fabrics
• 1670, asian fabric

In this list, you’re looking at your direct competitors for these phrases, so the lower the number, the better. This is the process of discovering niche markets

As you can see, it’s a complex process to find the right keywords to use. If you sell Japanese print fabric, then using the keyphrase oriental print fabric is probably the best keyword to use – less competition, more demand. Optimally, you would use ALL the keywords, since they are all on topic for what you sell.

KWA Pitfalls

Keyword analysis is an important tool in your arsenal of SEO. However, there are some traps to the process:

• Working only with “big numbers” keywords: You might find keywords that many people search for, but you will either (1) never be able to compete with (like the singlular keywords “shoes” or “chairs”, and (2) you ignore niche keywords.
• Not using multiple tools. Not all databases are created equal, and some data in one might be different in another. Try multiple KWA tools, like both www.wordtracker.com and Google AdWords.
• Not noting keyword changes through time. For instance, seasonal changes can make a big difference in keywords like “Costa Rica Hotels”.
• Not remembering variations within certain keywords: trying to grab a keyword with a city in it, like “Los Angeles”? Try “l.a.” and “la” too! Also, make sure you search on both singular and plural versions. “santa barbara hotel” and “santa barbara hotels” makes a BIG difference. And don’t forget things like “downtown santa barbara hotels” or “santa barbara hotels beach” – variants like are important!

How We Help

Think Around Corners has over 10 years in Keyword Analysis experience. We’ll uncover your customers fast and effectively. Note that KWA is not usually done alone, but in conjunction with SEO.

Applicable Products from Think Around Corners:

• Keyword Tune-Up: Keyword analysis can be tough! If you’ve already started the process, but aren’t generating the right keywords, allow us to ‘tune up’ your keyword sets at a great price. This is a very important foundational step in the development of your website and determination ofwhat web pages you need.
• Web Promotion 101 (WP101) (Training): A grand overview of all digital marketing practices, including search engine optimization, link building, viral marketing, content building, affiliate marketing, keyword analysis, usability testing, and more. Over two days you will learn everything there is to know about marketing a website, including the programs and techniques we use to uncover problems and execute solutions. Four 2-hour sessions over a two day period, and a 2-hour post-training consultation on your specific needs.
• Google AdWords (GAW) Campaign Setup: Paid advertising is a powerful tool in the overall Digital Marketing plan. We’ll setup your AdWords campaign from start to finish, including budget analysis, customer analysis, keyword analysis and the building of multiple ads with variants. We’ll then track that campaign for a period of one month, with weekly progress reports and a final report with 2-hour consultation that will help you continue your in-house GAW campaign running strong.

What To Do Next

Contact Think Around Corners for more information – we’re here to help.