Research and selection of keywords for SEO is the #1 priority in establishing an Internet Marketing campaign. All SEO (Search Engine Optimization) and PPC campaigns (Pay Per Click or Paid Search Marketing) require a well conceived list of keywords.
You need to know what the TOP KEYWORD is for your goal. If you want to be found for “your product”, use Google External Keyword Tool and be sure you are using the right keyword. The keyword with the greatest search volume is your TOP KEYWORD. There can be significant difference in search volume that come down to a simple “s” added to the end of what you thought was your best keyword.
You don’t want to change the list halfway through the optimization process, so no other steps in your SEO checklist should begin until all parties have agreed on the keyword list.
“The implications for a business of picking the right keywords are therefore huge. Keyword selection is fundamental to success when it comes to executing a paid search or PPC campaign. It is also integral to a website natural or organic ranking on the search engines.” Inc. Magazine June 2010
Keyword lists must be carefully assembled. Keywords should not be selected because the words and phrases describe the product or service, but because they are the words people actually use to find your business/product/service. It is not uncommon to be surprised that you do not understand what words people use to find your product on search engines.
“The most important task of keyword optimization is to determine whether your pages are optimized for and rank highly in search engines for keywords that people actually want to find. If no one is searching for your targeted keywords, it won’t matter how highly the site is ranked in the search engines.” IBM
The RIGHT keywords are not always the TOP keyword (those that have the largest search volume). The right keywords are perhaps more descriptive, and likely to be phrases.
“The problem with good keywords is that they are usually not words at all. Good SEO keywords are usually phrases, that is, two or more words strung together in a saying or idea. When you enter keywords into your meta keywords section, don’t use words, use phrases.” ProBlogger April 2011
Now to win the gold-star, your keyword list should be organized in a hierarchy that agrees with the structure of the data contained in the web pages and this should also be reflected in the navigation of the website. Put all that together and you’ll have a solid optimized website.