I love to collect free PDF white papers, but I hardly ever read them. I made an exception for the recent release of â€œKeyword Research and Selection: The Definitive Guide to Gathering, Sorting and Organizing Your Keywords into a High-Performance SEO Campaignâ€ by Stoney G. deGeyter (and Jason Green) of E-Marketing Performance and Pole Position Marketing.
â€œKeyword Research and Selectionâ€ is an excellent place to begin your keyword research. It offers good advice and best practices for keyword research. For example, â€œKRSâ€ advises: â€œDonâ€™t get locked into using the keyword phrase precisely as its most often searched, even if the stemmed variations show little search volumeâ€ (13).
Stoney and Jason address another attitude that Iâ€™ve encountered all too often: â€œDon’t promote terms on the basis of generating hits, instead promote terms on the basis of generating salesâ€ (15). I know lots of legitimate SEOs (ie not crooks) who focus too much on high search volume keywords that will never convert.
The points I happen to disagree with in the text are pretty minor:
- â€When researching competition it is good to type 2 or 3 keywords at a time into the search field as this will furnish a list of competitors that are specifically targeting a similar audienceâ€ (16). It might be a way to identify larger competitors, but itâ€™s also important to identify who each keywordâ€™s specific competitors are. There may not be overlap, even in highly similar keywords.
- That aside, there isnâ€™t enough on measuring the strength of competitor pages. If the top ten is dominated by Wikipedia, About.com, and other well-linked and vetted sites, cracking the first page is going to take a lot longerâ€”and may or may not be worth it.
- â€œWe like to organize our phrases in groups of five targeting no more than fifteen keywords per pageâ€ (19). Stoney and Jason do advise the reader to write naturally; Iâ€™m just not sure how â€œnaturalâ€ a page targeting 15 keywords, no matter how closely related they are, can sound.