Keyword Research
This unit introduces you to keywords and keyword research. Keyword research is a fundamental part of the search engine optimisation process. After completing this unit, you should be able to:
- Understand how keywords work
- Understand the basics of keyword research and competition analysis
- Be able to compile a list of possible keywords for your own products or services
- Understand the basics of integrating keywords into your WebPages
This unit assumes (but does not demand) that you have completed the previous units in this course and that you are comfortable with the concept of how search engines index pages and rank them for relevance.
5.1 What is a keyword?
A keyword is the term that people will type into search engines when looking for your product or services. Consequently, these are the phrases that you want your web pages to rank for in search engine results.
Keywords are usually stringed together to form larger keyword phrases, or keyphrases, of up to 4 or 5 words. When we refer to keywords, we usually mean phrases of this kind:
e.g. ‘search engine optimisation’
Single keywords are either too general or highly competitive. If you type one word into a major search engine, it might return millions of pages. By using a combination of keywords that are relevant and specific to the product you are looking for, you lessen the number of results, and are more likely to locate what you are looking for. Search engine users are aware of this, and tend to use phrases when looking for something on the web.
e.g. If you are looking to buy a used car in the UK, entering the term ‘cars’ into Google will return too many results that are not relevant to what you are looking for. If, on the other hand, you use the phrase ‘used cars uk’, you will return less results and more relevant pages.
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