Keywords are a crucial feature for a successful web strategy. This page gives an overview of what keywords are, how to research them, and how  to succesfully implement them into a website.

KEYWORDS in a nutshell

• Keywords are words used as reference points for sourcing other relevant information. On the internet, they are the vital link between users and search engines. A combination of keywords is called a keyphrase.
• Keywords are an essential consideration in succesfully marketing any products or services through a website. 
• Keywords must be included in appropriate places throughout each page of a website in order to ensure search engines can effectively rank your website according to relevant keyword enquiries from users. Search engines evaluate how relevant a web page is to a user keyword enquiry by viewing how the keywords are organised on a specific web page.
• Keyword research is the first and most important major factor to be considered in a succesful ongoing web marketing strategy. It is recessary to understand the thinking of potential clients by researching what terms, words, phrases, jargon or snippets an internet user might type into a Search engine search box to find the information they are looking for. Bear in mind, most internet users will not be familiar with specific industry jargon, so keyword research should be carried out with an open mind.

The importance of UNIQUE KEYWORDS

Much of  the world’s demand for information through search engines originate on rare, unique keyword combinations. Research has shown that a quarter of all keyword searches each day are uniqe; they have never been recorded by search engines in that combination before.

The Internet has revolutionised the way potential customers look for information, products and services. With choices increasing daily, consumers have become more demanding and selective in their choices of services or products. The fact that uniqe keyword string searches are increasing stresses the importance of trying to include uniqe keyprases in any keyword research project. By researching target markets, successful high ranking websites use the information they find to create content rich web pages that match the specific requirements and searches made by the consumers who find their website through search engines.

how to research keywords

So if keyword research is so important - how does one go about finding the right keywords and unique keyphrases for a website.

Brainstorming your's and your competitors keywords

Your Website
A good place to begin is by identifying your key products or services; think about what it is you do best, and what sets you apart from other similar businesses or organisations. Try to focus on these core products/services, and have no more than 5 or 6.

For Example: if you were a backapcker hotel in Jinja , one of your core services would be “rafting accommodation Jinja”.

If you already have a website - it is a good idea to go through your site, as you try and list out 3 of your core services/products, and for each one, try to think of 5 or 6 keywords. The table below is a suggestion of how you might list out your keywords.

Your Competitors Website
As for your own website, go through your competitors website (or a site that offers similar products or services as your own website), and repeat the process of listing out keywords as above. If youneed some suggestions as to who your competitors might be, try Googling your three core products/services, and view the websites that your Google search suggested. It is a good idea to try and identify three more keyword combinations that are different from the three you listed for your own website.

Google AdWords has a useful keyword tool to see what keywords are being used on any website. Visit Google Adwords keyword tool and type the name of the website you wish to view keywords for into the 'Website' search box - a list of keywords used on that site will appear. This should give you an idea of the sort of keywords or keyphrases you could use when compiling your own keyword and keyphrase lists.

Taking a broader perspective of keyword research

If you followed the keyword research suggestions above, you will have six keyword combinations, each having 5 or 6 keywords. Using these keywords you can cast a net wider across the internet using some free online tools, which should help you improve your final list in preparation for adding the keywords and keyphrases your own website.

Quintura
Quintura.com is a visual search engine that shows keywrods related to your search query.
Type a search query into the search box and see the list of results shown, chances are that many of the keywords that appear are ones that youo had not thought of previously. This is a useful tool in helping you find words that may be relevant to your products and services but you had never thought of - a great aid for 'thinking outside the box'.

Consolidate your keyword research
If you followed the research process above you should have numerous additonal keywords and keyphrases. From your original keyword findings regarding your core products and services, as well as your additional keyword findings through Adwords and Quintura, complete a keyword/kephrase list box as outlined below:

Core Producs/Services
Type of service/product you offer (eg, accomodation,safari, river rafting etc)

You may also wish to repeat this process for other aspects of youor business or organisation such as:

• Related Activities (horse-riding, scuba diving, bird watching)
• Local points of interest (wildlife, national park, monument)
• Reason behind search (honeymoon, family holiday, why product required

what to do with your keywords

Once you have a list of keywords and keyphrases, you need to now try to make the most effective use of them throughout your website. It is important to use your keywords in the content of your website, as well as in titles, headings, decriptions, alt tage etc.

It helps to have a focus for what you are tying to portray on each page of your website, to enusre relevant keywords and keyphrase are included. Below are suggestions as to where you put these keyphrases and keyords in the structure of each web page. 

Title tag
Enter a page specific keyphrase in the title tag and complement it with related keywords.
E.g. Backpacker river rfting accommodation in Jinja
Headings
Use keyphrases and/or or related keywords in the H1 (header 1) and use related keywords in H2 and H3 when possible. Try not to overload your content with keywords to the extent that the copy does not rea well.
E.g. Cheap accommodation for your river rafting trip
Image Alt attribute
Aim to use an image that is related to the page’s theme and use your keyphrase or its related keywords in the text of the image alt attribute.
URL
Use the keyphrase or the main keyword in the page address (the URL). e.g. http://jina-backpackers.com/twin-room-accommodation.php
Page copy (content)
Use your keyphrase and its related keywords at least 2-3 times in the page’s content itself. Try and bold the keyphrase or appropriate keywords once at least.
Meta description
Even though it has been established that the Meta description (the information below the site’s listing in a search engine) doesn’t primarily affect search engine rankings, you should still include your keywords in it, as this will gain your customers’ attention because it usually reinstates what they have searched for originally.
Hyperlinks
Keywords should also be used in hyperlinks. However, the keywords used in links to a page should be the keywords indentifying the linked page and not the theme of the page the link originates from.

KEYWORD RANKING IN SEARCH ENGINES

Having optimised your site for effective keyphrases and keywords, your efforts will be wasted unless you conitnue to assess how they are ranking in sdearch engines, and continue to research new keywords and keyphrases as you develop new products or services, and the trends of the internet change, and technologies evolve. One way to assess your rankings is to check each of your keywords or keyphrases in Google, Yahoo!, or Bing - however this will be very time consuming. There a a variety of tools on the internet, some free, some at a price, that enable you to setup a scheduled search to assess your keywords and keyphrases. One such tool is, SEOBook Rank Checker, a popular plugin to the Firefox browser that enables analysis and assesment of your keywords and keyphrases.