Keywords or phrases (strings of keywords) are those words you put in the search engine dialog window. In SEO terms, webpages are targetted for specific keywords. If someone is looking for a hotel in Bratislava, he will most probably input the following keywords in one of the main internet search engines: hotel Bratislava, hotels Bratislava, accommodation in Bratislavava Bratislava hotels.
Keyword selection is very important part of the website optimization and must be preceded by proper research. If you use keyword phrases that are rarely used, you simply get few visitors to your site. If you choose a phrase which is often used in websearch, but is irrelevant to your business, you might get many visitors but few customers. Visitors looking for different matter will leave your site after a few clicks.
The Google Adwords tool provides first hand information about keywords,because google is the main search engine you want to optimize your webpage for. This tool suggests further keywords and provides information about the search frequency of the keyword in the past month or year. Besides, you can also obtain information about competition among different keywords as reflected from the number of AdWords advertisers targetting them. Thus AdWords often becomes a tool for testing the saleabilty of individual keywords, i.e. for testing conversion rates.
Wordtracker is a paid service providing several options not available in Google AdWords. It gives you a comparision of keyword competition based on the number of webpages in the search results. The analysis of keywords based solely on Google AdWords often leads to the selection of rather general (more competitive) phrases than based on Wordtracker..
Never begin with the main keyword!
If you want to fight successfully against your competition, you should not start optimizing your webpage for the most competitive phrase. Find a less competitive keyword first, which you will optimize your webpage for. Why? The answer is simple... A great amount of effort devoted to the optimization of a very competitive keyword will bring you to rank 30 in search results where no one will ever look (except you). The same amount of effort devoted to a less competitive keyword will bring you to the first position in search results. Thus everyone looking for that particular kewyord will land on your site.
Keyword competition. The approximate keyword competition can be checked using a search engine directly. If you enter a selected phrase into Google search dialog window, the search engine will return the following statement:
Results 1-10 from about 227 000 000 for keyword (0,20 seconds). The number 227 000 000 is the estimated number of competing webpages. This does not fully take into account the competition of the keyword, because the result can only include 100 pages, but they must be so strong as to be hardly beaten by the rest 227 000 000. More or less this provides the information necessary for our use.
What is a long tail keyword?
Keyword long tail (in English: long tail) is a phrase usually consisting of several words (3, 4, 5 or more) that you would be challenged at first. That long tail phrases are the largest source of visitors (sometimes up to 80-90%) and focus mainly onpage techniques.
The graph below shows the number of the search on the Y axis and keywords sorted by search frequency on the axis X. We assume that the long tail curve is convex and thus a long tail keywordl can deliver the same or even more traffic (red area under the curve) than the highly sought (orange area under the curve). It depends on the "tail length" and the long curved tail of the curve.