Choosing Keywords: Exploring Search Volume & Difficulty

As part of launch strategy for any online venture, selecting the right keywords is a critical factor in setting the stage for success. As such, the in-depth exploration of the issues surrounding keyword selectionespecially search volume vs. difficultyare an important aspect of research and strategic development for any digital endeavor. Here, we take an in-depth look at what 8-12 key themes arise from this discussion, examining the various background factors, importance, applications and potential challenges facing those looking to choose keywords more cleverly.

Understanding English Language Usage

The English language, especially in its American usage, is a unique area to tackle when pursuing a keyword selection quest. With its varying writing conventions, variants of usage, and explosion of new words through the internet age, project managers and developers looking to effectively hone their search engine optimization often must dive deep into the underlying principles of word usage in order to properly ferret out the right keywords.

Exploring Language Usage Variants

The importance of language usage variants cannot be underemphasized. For instance, words such as gray and grey are often used interchangeably, or differences between British and American English spelling, such as with centre/center, may lead to wider research proficiency if not addressed. Studying standard English usage is a must before keyword research.

Online Search Engines & Analysis

A modern keyword search is, of course, heavily reliant on the presence of technology and search engines as the main driver of research progress. Understanding the backend of search algorithms, as well as the type of content search engine crawlers arehanling, is key. Devising an algorithmic-friendly URL structure, and ensuring that newly chosen keywords lend themselves to SEO-friendly copy, are two cornerstones of effective keyword selection.

Analyzing Search Volume

The concept of search volume is the cornerstone of any effective keyword campaign. Delineating between the most commonly used words, and least popular ones, is an essential step in the process, and will help developers determine the types of words to emphasize and target. Through analysis of search volume, one can identify the most popular terms standing out within a given field, while also narrowing the range of potential keywords to choose from.

Utilizing 'PAID' Keyword Tools

In order to effectively conduct keyword analysis, many developers lean on the use of 'paid' keyword tools, which help to accurately ascertain search engine and broader user trends online. Services such as Google Trends, Google Adwords, and KWFinder are just a sample of the many excellent tools one can use to decipher search volume.

Difficulty Vectors

Understanding the difficulty of keywords is the next step in the keyword selection process. Factors such as the extent and depth of competition for a given keyword, as well as the overall search engine importance in terms of a given keyword, will help developers prioritize their keyword selection efforts. Competitive keyword markets, such as those involving high-stakes products and services, require special attention to the difficulty rating of certain keywords.

Analyzing SERPs

SERPs, or Search Engine Result Pages, are the backbone of keyword selection difficulty ratings. Analyzing them will help start to shed light on the total competition for certain keywords, as well as specific techniques used by competitors to defeat organic search engine rankings. For example, an understanding of the link power wielded by various websites can give an indication of the level of effort needed in order for a given website to overtake their competition.

Researching Competitors

It goes without saying that analysis of one's competitors is a key factor in the keyword selection process. Examining competitor methods andbest practices, for example, helps to sharpen one's aperture when looking for an effective keyword strategy. Also, investigating competitor content can be extremely beneficial in understanding what type of content works best for certain keywords and phrases.

Adopting a Valley of Arrows Stratagem

The concept of the valley of arrows represents a special approach to keyword selection which focuses on the intersection of one's anticipated industry growth trajectory with the most searched-for terms in a given field. By targeting these potentially descending trends of search engine personalities, and prioritizing them as part of a broader keyword selection strategy, developers can often more accurately anticipate and target profitable and important keywords.

Setting Reasonable Expectations

It is essential to have reasonable expectations when attempting to adopt a valley of arrows stratagem. Adjusting for AD-words competition (which typically skews toward younger and well-funded businesses), as well as researching projected global marketshare of potential target keywords can help set realistic expectations for the outcome of such a keyword selection section.

An In-Depth Understanding of SEO Concepts

Of course, no exploration into effective keyword selection would be complete without delving into the core concepts of SEO, or Search Engine Optimization. SEO is the roadmap by which online content is found and ranked by search engines, so understanding the concepts and terminologies invoked within SEO is paramount for an effective keyword selection venture.

Long Vs Short Tail Keywords

Identifying the most effective types of keywords is an essential part of the process. Long long-tail keywords, for instance, typically exhaust more qualified user inquiry, as they are more specific than short-tail keywords. Choosing between the two requires an in-depth knowledge of the competitive landscape of the given market, as well as other factors such as user purchasing potential.

Enter Bidding Strategy

In the event of a Pay-Per-Click (PPC) campaign, or other cost-per-click related efforts, keyword selection is compounded with bid strategy planning. Prioritizing keywords that occupy the most competitive online space, combined with budgeting and keyword relevance, is just a small part of developing an effective keyword selection strategy that incorporates bidding efforts.

Final Word

The science and complexity of keyword selection are far reaching and profound, especially in the era of modern search. By intertwining the core concepts of language usage, search engine protocols, search volume and difficulty of keywords, and a deep understanding of SEO principles, developers are presented with incredible opportunities to break into the profitable world of organic search engine rankings.

Takeaways

• An understanding of language usage variants is a must
• Paid keyword tools offer unique keyword insight
• Search volume vs. difficulty are two main drivers of keyword selection
• Competitor analysis and SERP analysis is a must
• The Valley of Arrows stratagem can be beneficial
• SEO principles and knowledge are critical for keyword selection
• Long and short-tail keywords can be effective in different situations
• Bidding strategies are often required for certain keyword types