Selecting the correct keywords is the essence of any SEO Project. There are many tools available to help you find the most relevant keywords for your website

The Search-based Keyword Tool generates keyword and landing page ideas highly relevant and specific to your website. In doing so, the tool helps you identify additional advertising opportunities that aren’t currently being used in your AdWords ad campaigns.

The main difference between the Search-based Keyword Tool and the Keyword Tool currently used in AdWords is that the former generates keyword ideas based on your website content, and identifies those currently not being used in your AdWords account. Also, the Search-based Keyword Tool provides more detailed data for each keyword, such as category information, suggested bid that may place the ad in the top three spots of a search results page, and ad/search share.

You may observe that some of the parameters such as monthly search volume may vary slightly between the two tools due to different methods of calculations used.

Keywords research and analysis is undoubtedly the foundation of an SEO campaign. Every single strategy and all the modifications we would perform as an effort towards search engine optimization is a derivative and is dependent on the keywords you narrow down upon.

As SEO professionals, we rely heavily on Keyword Research tools and Web Analytics tools in order to discover core keyword phrases, which are commonly used across all of the commercial web search engines. Though we look at a number of factors and user search statistics during this analysis such as the competition, search volumes; there is an entire facet of reason we tend to ignore. This is – the connection between User Search Trends and Usability.

In a purer sense of the term usability means a users reaction to any website. Yes, a positive experience would include ease of use, appeal of the interface etc. but by far Relevancy is the most important factor to consider.

Keyword research tools reveal search behaviors based on which we would rebuild a site’s information architecture. We can also tailor ads and landing pages for Pay per Click marketing to searchers who typically use a single, targeted search engine. But does our web analytics data validate our keyword research? Is the particular keyword phrase appropriate for that type of website? Are we reaching our correct target audience?

As an astute SEO Company we realize that our work is not an exact science, but a combination of keyword research tools, statistical knowledge and intuitive judgment. We should understand when it is appropriate to implement keywords into a site’s information architecture with the perspective of the user as well. We do monitor the effectiveness of keyword-driven traffic via web analytics data. But without the correct user perspective of the target audience Keyword research data and Web analytics search data can be easily misinterpreted.

“Stickiness” is a metric that which can be measured by the number of page views per visitor via search engine traffic and the average time on site. Stickiness of the keyword along with the current global search trends (on a time relative graph) are effective parameters to be used in periodic iterations of Keyword Analyses.

In conclusion the most important aspect of an SEO campaign, the Keyword Research and Analysis, should be carried out with a good balance of the science (the data) and art (the intuition) that is SEO.

Some SEO experts believe in keyword density and some don’t. I’m talking about keyword density in terms of writing content for your web pages. Does it matter how many times you repeat the keywords and key expressions in your web page copy? Can a 5% increase in the keyword density help you boost your search engine ranking?

It is highly debatable. Of course your keywords and key expressions should appear on the web page being optimized, but just the density of your keywords cannot improve your rankings — many factors play a part in getting you a good ranking, and keywords are just a part of those factors.

With more and more search engines putting greater stress on the contextual relevance, the use of keywords is going to be less important. This involves optimizing pages for what people want, not what they are looking for. For instance, right now if you search for “web designing” you may get lots of results of online web designing tutorials. But there are many search engine users who search for web designing even if they are actually looking for a web designing company. Contextual relevance gives more importance to the actual message, not just the keywords.

Having said that, a certain number of keywords in your web page copy still rule the roost. It’s not necessary that every single sentence on your web page should have your keywords. Just take care that your keywords/key expressions appear twice or thrice on your web page, and also,

• your keywords should appear as anchor text
• your keywords should appear within all the important tags such <h1>, <strong>, and <li>

Generally you put the main points as headlines or bulleted lists. So if your keywords appear within these tags, the search engine ranking algorithm thinks that your page has some relevant information regarding this particular keyword or key expression.