How to Select Keywords - An In-Depth Guide

by Mike Bradbury, 12/6/2006

When beginning a Search Engine Optimization campaign, there are a few basic steps that every SEO knows to take before they begin. The first is always to build a keyword list of which there are varying methods of doing so. The right methods will aid you in creating and supporting a site-wide SEO strategy. The wrong methods will run you in circles, wondering what went wrong.

It is the intent of this article to teach an effective method of keyword selection that will enable you to land more keywords on the first page with less work.

Getting Started: Know the Site

To create a great keyword list, you will need to know your website backwards and forwards. You should know what the site features, and just as importantly, you should know what it doesn't' feature.

The first step is to brainstorm a list of somewhat generic keywords. For example, if you are a shoe store in Poughkeepsie, the temptation will arise to try and rank number 1 for the term "shoes." Well, that's a start, but ranking for the word "shoes" is probably aiming a little too high for a mom and pop shop in Upstate New York, which is why it's very important that you know the site well enough to come up with a good list of pseudo-generic "modifiers" for your keyword:

Location (Poughkeepsie shoes, shoes upstate New York, shoes 12601)
Price (cheap shoes, affordable shoes, quality shoes, comfortable shoes etc)
Types (running shoes, walking shoes, jogging shoes etc)
Industry specific (anti-pronation shoes)

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