Keyword Analysis / Research
The most important part of the process in our view at ISM
Associates is keyword analysis & research. It’s our starting
point and it is the foundation for the rest of our clients
Search Engine Marketing project. The "competitiveness" of the
keyword phrases used dictates the amount of time necessary to
obtain desirable search engine rankings.
Keyword phrases must be thoroughly researched, analysed, and
tested. Why optimise for a keyword phrase that no human will
use, you may well ask? As good practice and part of initial
Search Engine Optimisation Report we provide our clients with a
list of keyword phrases relevant to their service and/or
business that are not too competitive.
Keyword Visibility
Keyword visibility is a measure of your website's actual performance, for a set of generalised keywords. We pick nine or ten keywords/phrases that might be used to find your site. We prefer to collect these keywords by asking you how you think your clients would search for your site, or to dig around in Google's Keyword Sandbox.
Measuring keyword visibility:
Once we've collected the keywords, we perform searches and check to see if your website shows up in the top 30 results.We only collect data from Google, Yahoo!, and MSN search. Between them, the top three search engines account for 96% of all search traffic on the web. Google still holds the largest search audience 70%, but Yahoo! and MSN have both made significant strides, and both have large shares of the search audience. It's important to factor all three into any search visibility analysis.
Case Study of Keyword Ranking Reports
Raising the Profile of The Royal British Legion in North Staffordshire took 3 months to achieve the initial break-through. Then on the 8 April 2006 the visibility of this site was 0% (30 keyword[s]/keyword Strings) on the 19 April it was 84.1% on 16 June, 96.36% , 3 September 2006 99.07% and now 14 September 2007 99.57%across Google, MSN, and AOL. The Google search engines that have over 70% market share in the United Kingdom, and is responsible for 45.27% (44.82% 2006) of the visitors now to the Royal British Legion in North Staffordshire's site. On the April 24, we at last achieved the major break through with both www.Google.com and www.Google.co.uk raising our visibility rating to 93.53%, as of the May 19, on Google alone, The Royal British Legion in North Staffordshire now has a visibility rating 99%! On the June 2 the visibility had risen still further to 99.22%, June 16 ...99.78%! and still retaining an average over 99% for 18 months later September 14th 2007.
Reports
Visibility
16th September 2007
99.56% Google UK
16th September 2007
99.11% MSN UK
16th September 2007
99.78% Yahoo UK
Keyword Ranking
16th September 2007
All Search Engines
19th September 2006
All Search Engines
