How to discover the right keywords
Want to discover the right keywords? A keyword is not necessarily a single word when used. In fact a single word keyword finds little practical use on the Internet today. Take the word fountain and do a Google search. Chances are you will not find what you want.
For example did you mean?
- Water fountain
- Drinking fountain
- Garden fountain
- Classical fountain
- Roman Fountain
Fountain as a keyword is too broad. If you really meant you wanted information on garden fountains then a better search would have been to use the complete phrase garden fountain. Note that I have used inverted commas deliberately. Try this:
Go to Google and type garden fountain (no inverted commas) and look at the search results as of this days date (not the date you may be doing it) 370,000 SERPs.
Now go to Google and type garden fountain with inverted commas. This is what you would have got on the day I did it- 5,920 SERPs.
For the fun of it also go to Google and type garden fountains 7,680 SERPs
Finally do a Google search for Garden Fountains i.e. use of capital letters same as above 7,680 SERPs.
Lets take a closer look at what we got to help to understand this concept of keywords as far as search engines are concerned.
The first thing to understand when you type garden fountain without inverted commas is that you get a lot more results than when you typed the same phrase with inverted commas. Why?
The answer applies to most search engines. Simply typing two words like garden fountain tells Google to find all web pages that contain both the word garden and fountain on the same page it does not matter what order the words are in or even if they are far apart on the page.. They do not need to be next to each other.
On the other hand typing garden fountain means Google will only find those pages that contain the two words exactly as you typed them and there are always far less SERPs under these circumstances. Not only this the leading SERPs using inverted commas tend to be the leading SERPs without inverted commas but not always. This has major implications for us later.
The second important point is that typing garden fountain might bring up results that have no relevance to fountains in gardens. For example a page which read at the bottom of the garden was a drinking fountain could be a returned result for garden fountain with no inverted commas.
Capital letters in Google and all other search engines these days are compressed to lower case i.e. it does not matter whether you type in capitals or not.
Now of course most people who search the Internet do not know the differences but the ones who really are looking seriously do know it these are people who want to buy and who know what they really want. These people will and do use inverted commas for example in their searches. To narrow search results right down sophisticated searchers might use the phrase brass garden fountain. Lets try a search for this and see how much competition there is.
My goodness, can you believe it? no competition!
Finding the keywords real people use every day is one of the challenges that face prpffesional web designers i.e. those designers who offer their clients not just a website but a website that produces the desired results SALES.
More and more searchers these days use at least 2 and normally up to 4 words in a phrase. They have learned one word phrases deliver junk..
If you are going to follow my suggestion and become your own web designer you must place great emphasis upon this. It is not something to be treated lightly nor is it something you can finalize in a couple of hours.
Those web pages (SERPs) that appear on pages 1 and 2 of Google search engine results especially in highly competitive areas are probably there because the designers have chosen good keywords and used this and other information correctly.
Note that I said the designer chose and used the keyword in an optimized fashion … optimized as required by a search engine and not necessarily by a human reader.
Fairly early on in my internet career I learned this basic keyword identification requirement. What I did not fully realize however was that it was highly unlikely that I would guess or think of the best keywords for my chosen subject. I also GROSSLY underestimated how many different keywords or phrases people were using when searching across my market niche and I was not aware of the importance of placing keywords in strategic parts of any web page to ensure they got priority attention from Google.
I hope by now you are convinced that keyword selection is important and not something nice to know The next sections will take you through the process of exploring and then finding the right keywords to use in your web design.