Search Engine Optimization (SEO) is the process of improving the rank of a web page in the SERP of target search engines for a set of identified key-phrases. The three major search engines are Google, Yahoo and Bing. All three follow similar but different rules for ranking websites. In order to prevent webmasters (SEO agencies) from easily manipulating search results, all issue only general guidelines as to the factors that they rely on when ranking web-pages. Due to its popularity, Google is the search engine which we pay closest attention to.
What is a keyword / key phrase?
A keyword is a word that the owner of a website anticipates that potential clients will type in a Search engine if interested in his product or service. For example, a web design company may Identify “website” as a keyword. However, this is probably too vague to be of any real use. Far more Regularly identified are key-phrases. These are a combination of words that a website owner Identifies as relevant to his product or service. For example “outsource web design” or “outsource Website design.” A key concept in relation to keywords and key phrases is the “long tail” concept. This will be covered in more detail below. This is perhaps the most critical stage in the search engine optimization process. The goal is to create a list of keywords / key-phrases that satisfy three criteria.
Relevance:
The first criterion is that those who search for this key-phrase are likely to be interested in the Content of the website that you are optimizing. For example, those people who search for “bulk dogfood” are very likely to be interested in a website that sells bulk dog food online. There is no point ranking for this phrase unless you sell bulk dog food and your website clearly promotes this.
Demand:
The second criterion is that people must be actually searching for this key-phrase. For example, if Someone were to search for “Bags of dogfood larger than 50kg” this person would also be interested in the content of the online dog food sales website. However, as no one is searching for this key-phrase, ranking well for it is a waste of time. The goal is to identify relevant key-phrases for which there is demand.
Competition / Supply:
The supply for a key-phrase is the number of pages on the internet that a search engine considers to be relevant for a keyword or phrase. For example, a search for “security company” in Google.ie returns 176000000 results. Each one of these pages represents part of the overall supply for this phrase. The more supply, the more difficult attaining a top rank will be.
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