Keyword Analysis for Organic Search: Best Practices
Keyword analysis is an art and a science combined. It began as a tool to ramp up Pay Per Click campaigns quickly and cost effectively.
Over the course of the last four years, the partners of Sidhe Communications have been conducting keyword research in a totally different manner than PPC specialists.
The Difference Between Keyword Analysis for Organic Search and PPC
With programs like Wordtracker and Keyword Discovery, it is possible to research and know about the popular words clients and prospects use to find products and services on the World Wide Web. Once a definitive list of keywords and keyphrases is determined, we create an organic search campaign that incorporates many, if not all of them. In PPC, high popularity and low cost words are the emphasis. In Organic Search, there is no need for penny pinching. The keyword campaign can be executed over the long-term, and the volume of words is only limited by the amount of text created, which is unlimited.
Shhhhhh… Secret Formulas for Keyword Analysis
At Sidhe Communications, we have a secret formula, like most keyword researchers, and are reluctant to tell it all. Our unique signature process of keyword research and application for organic search campaigns has been effective over the long haul for our small to medium sized business clients. Their website marketing strategies enable them to ‘get the niche’ and gobble a chunk of primary markets that formerly belonged to big corporations.
The Writer’s Mind and Keyword Analysis
One thing I know for certain is that the process of keyword analysis, when it begins in the mind of a writer, is far different than that of PPC marketer. We may research and discover the same keywords, related keywords and keyphrases. However, our selection criteria is different, and PPC limits the number of keywords and phrases to fit with client budgets. For organic search, we are always interested in expanding our niche markets, and discovering new popular keywords and keyphrases, which lead to new website content, story ideas, blogs, and press releases.
Using Website Analytics to Test the Effectiveness of Organic Search Materials
The partners of Sidhe Communications measure the effectiveness of keywords and keyphrases in organic search materials. We simply follow the analytics once text materials have been deployed on the Web and measure the number of visits surrounding certain keyword topics. If the topics are popular, keep writing. If topics prove less popular, we shift gears and select new topics.
Get the Niche: Use Keyword Research
Keyword research is the most fascinating field of study for a writer. It is exciting to determine a word’s popularity, use it, and take a client to new heights with their website materials. Because keyword analysis is only now just being applied to organic search campaigns, many are wondering how this can actually work. After four years of applying our own process to numerous client sites and measuring results over the long term, I am here to say it does work. It takes some persistence and effort, but using keywords in website content and promotional materials not only provides a website an actually identity, it also builds an excellent foundation for years of successful search placement.
