There is a lot of posts out there about finding good and relevant keywords for your pages. Basically your method all depends upon what your purpose for the page is. Some keywords are highly converting such as “buy underware now”, but the traffic to such a keyword might not be that high. So, if you are looking for traffic, use another word that you think you might receive better traffic ratings for.

Post about Keyword Research
In this post I will not go on and on about different methods as there are so many good posts out there. Finding relevant keywords is really the art of SEO. Sometimes you can strike a gold mine where no one else is working. Eventually other SEOs will find out what you are up to and competition will be back on. The standard method however is:

1. Think of what you want to do with this page
2. Find a group of keywords in your head that corresponds to this purpose
3. Search for keywords related to what you want to do
4. Look at what ranks and how well they are optimized for the keyword searched for
5. Go to Google Trends and see what the trend is for the keyword with the least competition, then for all of them
6. Now go to Google Keywordtool to see if there are any variations you have missed with high traffic volume
7. Start writing and constructing content
8. Test your different keyword variations and see which one converts the most, buy ppc if you can to get some initial data
9. Optimize for traffic or for conversion

Here are some videos from YouTube that talks about keyword research: Enjoy!!

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Keyword management can work wonders with your search engine optimization. You might not believe me. But the theory has proven successful in many different areas. When I came to think of this I was reading through my Masters thesis about price premiums in international trade of eco lables.

Rights to do stuff
I went on proving mathematically that the return to scale in an emerging economy actually motivated investment in industry, rather than in their resource abundant fishery.. and investing into fishery in the industrialised world as we have a decreasing return to scale. Yada yada… This was not what I was going to write about.. however! It got me thinking of another problem I was struggling with at the time. Namely, the problem of property rights to fish. There were some experiments in Iceland, and some studies done on the Swedish west coast. But no real significant solution to the problem. Ie. Fish move, hence who has the right to fish it from the sea??

The same problem is aparent when it comes to pollution as it moves, and thus, who should have to pay for the problems it causes. The old Jay-Z saying “What you eat, don’t make me shit”, is probably the best way to describe much of the economic theory in this area. However, then Nash came along and we all got happy. But it was not this either that I was going to talk about. Not because Nash was crazy (yeah.. we all saw the movie “a beautiful mind”) but because this post is about keywords, and not about economics. Or is it??

The problem of duplicate content and internal link structures
On very big websites, as most corporate websites are today, deciding upon what keywords to use on different pages, are ALL about economics. The problem most corporate websites are facing in the search engines are not their websites power. They have the brand, they have the links, they have the PageRank, they have everything externally beautifully put in order for them.

However, most websites are planned porly, and even though the information design and usability features might be excellent. Most of the time they are totally and utterly clustered with duplicate content and bad internal linking. This is a HUGE problem.

Why is this a HUGE problem. Well think about it this way. You get told by one of your friends that there is this building and the building contains one person with ALL the information you’re seeking. You go to this building and the door says “The answers to your questions are inside”. You get inside and you see a million doors. On every single door it says “The answer to your questions are inside”. WHAT THE HECK!! Where are the answers to your questions???? Your friend told you that there was one room with one person in this building who had the right answers. But every door says the same thing. How the heck are you supposed to know where to go?

As you are in quite the hurry to get your answer, you get out of the place, planning to go back to your friend for some more information. On your way out of the building you see another house. That house has a sign that says “I have the answer to exactly your question inside”. As it is on the way, you think “what the heck, it is on the way so why not give it a shot”. You get inside and there are a million doors. On all except one of them it says “Not in here”. On one door it says; “Come on in, here is your answer”.

Now think of your friend being a link and yourself being the search engine spider. They think the same way!! If you cannot make your content unique, specific and to the point the right link to the right place, the search engine bot will leave your website as it didn’t know where the heck to go. All the links (friends) in the world won’t save you then.

[When adding social media, you would offcourse have a cellphone, and thus never have to worry, you could just call your friend up and he'd give you the answer --> n that is why social media will one day make search disappear]

Web governance through Keyword ownership
This can very easily be solved by giving property rights similar to the ones for fish and CO2 emissions to keywords. Ie. You give ownership of the most important keywords for a section of a website to the person in charge of that part of the website. If anyone else wants to post something on the website, containing this keyword, then they have to ask for permission from the owner of the keyword.

The owner also decides what the user of the keywords has to pay. The currency? Well ofcourse –> a link with the keyword properly stuffed in it’s anchor text. Voila, you’ve created a self regulatory content ownership and self working content governance system based on keyword ownership.

What this actually solves
Well, first of all it will solve the internal linking as all links for a specific keyword will point to the place on your website that best describes this keyword. Secondly you will solve the problem of caring. All of a sudden different content owners will care what is written on other parts of the website, as they know they will not rank as good in Google if others use their keywords.

You will actually start a content creation trade of rights to use certain keywords. This will not only solve your duplicate content problems but it might actually get people to talk to eachother wich is also a very big problem in big organizations. People should talk to people.

//Jesper

A keyword site-map should be created for any web project you engage in and that you aim to launch through the search engines. Not to confuse with the Google XML sitemap that should enlist all your web pages contained in your website, the keyword sitemap should contain:

• all your used keywords
• on what page your keywords are located
• how different pages are interlinked
• what external links you look to attain for each page
• what internal links should point towards this page
• it should also show what co-citation cluster you want to put your page

You should start out by listing your most important keywords. Then find their semantic neighbours by using Google Sets or Google KeywordTool. Each main page which a designated keyword needs to contain three sections:

News section
Some information that changes regularly because you want users and the search engine spider to like this page, return to it often and think of it as relevant and important

Density section
A keyword dense section that is on top of the page, highly dense with the most important keyword and variations of it – NATURAL, so that it gives the reader a good flow – remember – you want them to link to this page – tell them why in this section

Related page section
Focus on which pages you think completes this page, Latent Semantic Analysis (LSA) tells us that you should use clusters in order to show authority – ie. you know a lot about the topic and hence you can provide internal links to further reading on different perspectives of the same keyword – ex. rental cars, used cars, car insurance, car financing etc.

How these sections correspond with eachother over your website is VERY important as you do not want ANY duplicate content which can be the result of some news feeds or sidebar-creations that provide the same site-wide includes.

Sometimes it is good to have a link in a site-wide navigation. Some times not! The important knowledge that the keyword site-map gives you is that it really has you covered. A place where you can check what is used and help you plan updates and new production of your content.

My tools for a keyword site-map

• Excel – or other spread sheet to keep track on what words I’ve used under each section
• Mindjet Mindmanager – to show how different pages are linked to one another

Best of mapping!

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