Page 38 - Preview-copy-Online-Marketing-English

Preview copy
9

CHAPTER 9

9. Keyword research in practice

Keyword research is necessary for the successful selection of competing keywords. Because
people's preferences often change over time, you also have to repeat this research regular-
ly. After all, the competition does not sit still. Keywords that are strong and competitive now
may not be so successful in the future. Moreover, good keyword research is no guarantee of
success. Practice will eventually show whether a keyword has sufficient effect or whether the
research has to be repeated.

9.1 Who can do keyword research ?

Keyword research is best carried out by people who have a lot of market and product know-
ledge. The research involves the use of free software tools that generate keyword suggestions.
Only people with knowledge of the subject can appreciate the value of these suggestions. It
may be that you are using tools that investigate keyword use by competitors. In this situation,
knowledge about these competitors is required.

9.1.1 Keywords for thematically linked pages
If you have pages that are linked on the same theme, it is useful to align the keywords of these
pages. For the user, this will seem "natural", while at the same time you can apply many vari-
ants of the primary keyword. In order to maintain an overview, it is useful to create a keyword
map; we call this; "keyword mapping".

Bicycles
Ladies bikes
Men’s bikes
Kids bikes

Ladies bikes
Ladies mountainbikes
Ladies city bikes

Men’s bikes
Men’s mountainbikes

Men’s race bikes
Kids bikes
Kids bikes girls
Kids bikes boys

Keyword mapping.

69