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Keyword Research Part 2 - Understanding Keyword Competition

Research competition begins with analyzing your web pages to find out how competitive your site both in general and for specific keywords. It is sometimes referred to page volume. I should note that there are actually two aspects on the force, the overall strength of a site and the specific energy of a page within the site. For the sake of simplicity, in this article I will use the "web page" for both. The next step is to check the keywords themselves to see how competitive they are. It is sometimes called keyword difficulty. Defining keywords difficulty is partly done by examining how competitive the page to rank well for keyword, although other methods may be helpful well. It can be tricky for two reasons.

1. No one except the search engine designers know how each search engine determines how competitive a site or page and the search engine folks are not talking.
2. Each search engine has different ways of determining how competitive that a site or page. So, although you can find one, it is not necessarily so in other search engines.

Despite these difficulties the search engine to give us some general information about what makes competitive web pages (what determines the strength page). The competitive strength a web page is determined by several factors including:

• Age - generally speaking, the older a site is the more value to the search engines give it. New site has a much harder time competing for those keywords. Similarly, the new page starts with less competitive, but, if the rest of your site is strong, new pages will quickly gain strength page.
• Traffic - The more popular a site is, the more value the search engines give it. Getting more visitors (web traffic) on a website page strength increases.
• Internal linking structure - The internal linking structure of a site is both a reference to the menu navigation and other forms of linking from one page of your site to another. This is an often-overlooked aspect of both site design and SEO. Never underestimate the value of a good internal link structure.
• Incoming Links - The most famous piece of the puzzle competition, inbound links (also called back links and incoming links) is a key element in determining the competitive strength of a web page. In general, the more inbound links you better, but the quantity is not as important as quality. Links from influential sites (sites that are very competitive) is worth more than links from smaller sites, and links from sites related to your keywords are worth more than links from unrelated sites. Also, you need only consider the inbound link to the specific page you are optimizing, the links directed to other pages of your website will increase the overall competitive strength of the website and therefore the individual pages of that site as well. (We will talk more about it in a future article on link building.)

These are some of the key elements in determining the competitive strength of a page. As you can see that it's starting to get complicated. There are several online tools available to help , but there is a wide range of ideas about what's important and how important each element. Instead of using only one tool, you may want to use a few. It will take longer, but can give you a more accurate analysis. In the end, if you keep track of your keyword research and your results, you can find one tool is more accurate than others and be confident that tool to others. It can help you determine how competitive to your page or site and if you have a chance to rank well for a particular keyword at this time. By looking at how competitive to other web pages are currently ranking well for a keyword, you can compare that to how competitive your page. If your page is about as competitive as other sites, you should be able to rank well for that keyword after targeted keyword search engine optimization. If other sites are stronger than your site, then you should choose less competitive keywords until you improved the strength of your page web. If other sites are weaker, then the keyword is a word duck.

Other Ways to Determine Keyword Difficulty:
• Adwords: In addition to evaluating other web pages competing for the keywords you want, it can be helpful when trying to determine how competitive a keyword is to look to other sources such as pay-per-click search marketing stats. Google Adwords is a tool that will show you the estimated cost per click to rank well in the paid search results for one keyword. If the cost per click is high, an indication keyword difficulty could be high as well (it's also an indication that the keywords are important).
• Keyword Effectiveness Index: Another way Some people find difficulty keywords Keyword Effectiveness Index (KEI). Kei values are generally available in the keyword popularity tool. The KEI compares the as a keyword search gets the number of results that keyword brings up a search engine. If a keyword gets 100 searches a day and a Google search returns 1000 results, then Google KEI is high, which indicates the keyword is probably worth targeting. Other hand if a keyword gets 100 searches a day and a Google search returns 1,000,000 results, Google KEI is much less, indicates the keyword may not be worth targeting. A less popular search Keywords KEI also impact the same number of results Google has a higher or lower depending on whether Google KEI keyword gets searched for more or less, respectively.

Tip: KEI could be used as part of the difficulty in keyword research, however, I recommend only using this information as it is not necessarily an accurate indication of how hard to rank for a keyword. After all, since only 100,000 pages are returned as results for a keyword, it does not mean that they pages are strong and it will not mean any of the pages are well optimized for that keyword. A keyword can have 100,000 sites with weak results. So, it is easy to rank well for that keyword. Similarly, a keyword may have only 1,000 sites in the results, but if the 100 they are very strong site, and then rank well for keywords that may be difficult

By understanding how competitive keywords is and how strong your website, you can optimize for keywords that your site can compete for the soon to get some immediate results. You can also think properly what further work (especially targeted link building) need to do to be able to compete for more competitive keywords.

About the Author

Kurt Steinbrueck is the author of the Church Marketing Online blog. He has been Director of Marketing Services with Ourchurch.Com for over 5 years providing Christian search engine optimization services including services specific for church marketing solutions and private school marketing. Kurt is also a Deacon at his church.

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