keyword-phrasesWhat is key phrase analysis

Key phrase analysis is a very important aspect of search engine optimization (SEO) as it is core to successful SEM (Search Engine Marketing) for contractors and home improvement businesses. Identifying the right keywords that you want your home improvement business to appear on the first page of the search results (SERPs) of major search engines is a crucial starting point for staring any SEO campaign.

Very often many home improvement clients when they optimise their web site for the search engines they focus on technical aspects such indexation and on-page optimisation without reviewing existing key phrases and identifying if there are any issues. However, finding the right keyword phrases to target in the search engines is not an area to take any shortcuts on.

Why is SEO keywords analysis important for my business?

Detailed keyphrase analysis and selection enables you to:

  • Review different keywords or search phrases that potential customers try to connect with your business online (search for products, content or services).
  • Select keyphrases based on different user intent that you would like to be found online.
  • Prioritize search phrases based on the number of visits or potential revenue contribution to your home improvement business.
  • Set keyword goals based on the number of relevant searches and cost of achieving top rankings in the search engines for these SEO keywords.
  • Select the most profitable SEM strategy for keyword targeting – SEO, paid-search and affiliate marketing.
  • Review the progress you are making towards these goals.

Why “Keyphrase” and not just “Keyword”?

The way Google and other major search engines such as Bing and Yahoo work are that they attribute more relevance when there is a phrase match on a page or the words are closer together(proximity). For example if someone is searching online for “kitchen sink replacement in Liverpool”, Google will deem more relevant a page that contains a few matches of the search phrase in the page rather than a page that contains the word kitchen sink in one place and replacement and Liverpool somewhere else on the page. The closer the words together, the more relevant they are and the easier it is for Google to understand what the page is about.

 This is explained in the original paper by Google‟s originators Brin and Page as follows:

“Hits [occurrences of words in a crawled document] occurring close together in a document are weighted higher than hits occurring far apart. The hits from the multiple hit lists are matched up so that nearby hits are matched together. For every matched set of hits, a proximity is computed. The proximity is based on how far apart the hits are in the document (or anchor) but is classified into 10 different value „bins‟ ranging from a phrase match to „not even close.‟”

Here we need to mention that you should not over-optimise your page by repeating the same SEO keywords that you want to get high rankings, as this could hurt your web site, as search engines have become smart enough to understand when a search term is placed naturally in the content and when it repeated excessively only for the sole purpose of achieving higher rankings.  Furthermore, when writing the content always keep in mind that you need to include synonyms.

Furthermore, the whole search strategy is based on deciding which free search phrases to optimise for Google and other search engines or for which ones to bid upon. Whether you decide to work on SEO yourself or hire an SEO agency, you should always make sure pay enough attention to keyphrase analysis.

KEY LEARNING

Ensure sufficient SEM project time is devoted to keyphrase analysis, demand evaluation and selection.