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10.15.08 Core Term Prioritization Factors  By
Stoney deGeyter By now you should have several dozen or more core terms documented on your spreadsheet. The question is, what to do with all of these keywords. Before moving on to Phase II you'll first need to prioritize your core terms a bit. In the next phase you'll start digging deeper into each core term to find the relevant search phrases it produces. Instead of taking the shotgun approach, you can go at deliberately, starting the the core terms that provide you with the best opportunities and will have a more immediate impact on your optimization campaign. Four factors of core term prioritization There are four different factors that you need to analyze in determining the relative importance of each core term:  Search volume: Search volume is the number of times that each core term is searched on a daily, monthly or yearly basis. Both Wordtracker and Keyword Discovery provide estimated search volume numbers, but keep in mind that these numbers are only estimates. Any keyword tool providing search volume, other than the search engines themselves, is suspect at best. But that doesn't make the numbers useless. When looking at search volume there are some things to keep in mind. Different keyword tools will produce different volume numbers for the same phrases. Don't get caught up in the actual numbers, but rather use them as a comparison metric. Sometimes the numbers are skewed due to season, tracking delays, or low volume which makes them hard to measure. And even numbers provided by the search engines themselves may not be perfect as they can include searches performed from different search properties, including various geographical region searches. All things being equal, however, the core terms with the highest search volume should probably be given proper weighting. High volume doesn't automatically make it the best keyword, as we'll see below, but it does give us an indication of how often the term is searched in relation to the other keywords. The more often searched the greater opportunity there is to drive traffic to your site. Continue reading this article. About the Author: Stoney deGeyter is president of Pole Position Marketing (www.PolePositionMarketing.com), a search engine optimization / marketing firm providing SEO and website marketing services since 1998. Stoney is also a part-time instructor at Truckee Meadows Community College, as well as a moderator in the Small Business Ideas Forum. He is the author of his E-Marketing Performance eBook and contributes daily to the E-Marketing Performance (www.eMarketingPerformance.com) marketing blog. |
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