In the last post we detailed the keyword selection process.
We now have a spreadsheet with a list of the keywords that relate to the services offered by ABT. The next stage is to enter information relating to the competition.
For Search Engine Optimisation purposes learning about the strength of the competition is important so that we can develop a keyword strategy that meets the strength of our website. There is little point in targeting a keyword or phrase that has competitors website much stronger than your own.
We have written a script using Google's API tool to provide details on the strength of the competitions PageRank for our selected keywords.
This script works by querying Google for each of our selected phrases for the following match types:
For each result given our Google PageRank script returns:
This provides us with a gauge of current strength of the competing sites and the sites that have been optimised for the selected keywords. This will play an important factor in the selection of the keywords to optimise web pages within the ABT website.
This information is also entered into our spreadsheet.
At the time of writing our Home Page has a Google PageRank of 5, secondary pages 4 and deeper content 3.
Sumantra Roy of First Search Ranking developed the Keyword Effectiveness Index (KEI). This was made popular by Wordtracker a keyword suggestion tool.
Wordtracker has a detailed explanation of how the Keyword Effectiveness Index works.
Basically KEI is calculated as follows:
P/C * P
Where:
P = Popularity (Number of searches)
C = Number of competing pages.
The higher the KEI the more popular the keywords are and the less competition.
Although KEI has some use in identifying keywords to target it does not take into account the strength of your competitors for the selected keywords.
For example
"website design" has a count of 46,719 searches with 29,100,000 results at Google. This gives a KEI of 75.01.
"web design liverpool" has a count of 1,824 with 171,000 results. This gives a KEI 19.46.
Using KEI alone would state that the term to target is website design. However "website design" has an average Google PageRank of 7.1 while "web design liverpool" top 10 results have a PageRank of 4.6.
Unless you have an established website with a Google PageRank above 6 you are going to struggle to get a top 10 placing for "website design". For "web design liverpool" a relatively new site, such as ABT Web Services will have an opportunity to get a top ten placement at the major search engines and to pick up a percentage of the traffic.
We therefore use KEI along with PageRank to determine the keywords that we should target for our Search Engine Optimisation.
We will no doubt come back to KEI during later postings.
We have now published our keyword list that you can download in PDF format. This includes the keywords and competition analysis detailed throughout the posts.
Download ABT Keyword List - PDF 79kb.
We will analysis this keyword list and select phrases to target for our Search Engine Marketing services. Details of the keyword analysis will be published in further posts.
Barry Tedstone - ABT Permanent Link |
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