As the years roll by and I keep honing my SEO Consulting skills, my Keyword Analysis process and documentation has gone through several transformations.
The deliverable Keyword Analysis document is on an Excel spreadsheet with several tabs. The main contents of my keyword analysis are:
1) Keyword Volume/Discovery.
2) Keyword Ranking.
3) Keyword Demand.
4) Web Analytics.
5) Keyword Difficulty.
6) Next Steps.
Keyword Search Volume and Discovery:
I use Wordtracker and cross reference with other tools like KeywordDiscovery and the Google Keyword Tool. A separate tab is created for each keyword group. International SEO demands that the foreign language Google is checked. Eg: Google.no, google.de, google.co.uk. Once all the possible keyword combinations are generated, I look for the most relevant terms that are further down the Conversion Funnel for a better return on investment (ROI). Those are the terms that I use for the next step.
Keyword Ranking:
I take the identified terms from the Keyword Search Volume Discovery tab, and plug them into Web Position. Sometimes, I double check the keyword rankings manually against Web Position. This tab is used as the Baseline Keyword Ranking.
Keyword Demand:
Next, I plug those terms from the Keyword Ranking report into a Keyword Demand Matrix. This tab contains 5 Columns: Keyword Phrase, Monthly KW Demand, Actual search referrals, Share of Search traffic, Missed opportunities.
Web Analytics:
In this tab, copy and paste the Analytics report. Basic information I like to see is Visitors, by Keywords, by Search Engine, for the last 3 months. Each month can be it's own tab. Of course if they have conversion data, that is included. Occasionally, we need to correctly configure the Analytics software.
Keyword Difficulty & Competitiveness
At this point, I've usually narrowed down the keyword(s) I want to optimize for the Target URL to a couple of terms. A few factors I measure are: Domain Link Portfolio, Age of Domain, .edu .gov links, Alexa Rank, PageRank, and the Internal link percent of the Target URL.
Next Steps:
In this tab, you want to call out 3 things: Campaign Objectives, Target Keywords and their Success Metrics and the rationale behind it. The actual next steps are a Technical SEO Analysis & Recommendation document to Optimize the entire site.
My objective is to optimize the entire site for an increase in overall visitor traffic, with an additional success metric for a few specific keywords mapped to their corresponding Target URL's.
About the Author
Sortins Technologies as the name suggests is an Indian web designing & development company located in Hyderabad that provides professional services in web design, website development, web hosting, website maintenance, website redesigning, web promotion, search engine optimization, multimedia presentations, e-catalogs, e-commerce web development, intranet application development, software development, extranet applications, portals and vortals development from Hyderabad, India.
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