Position Research 314 W.

3
rd
Ave. Escondido, CA 92025 tel: (760) 480-8291 fax: (760) 480-8271 www.positionresearch.com
Strategic Theme-word Analysis pg 1 of 1 Revision B-10/02
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Overview
This analysis identifies the most popular and most focused
keywords that represent the products and/or services for website
promoted.
Target site analysis
Log file analysis
Competitive site analysis
Brainstorm keywords
Related words
Synonym analysis
Word popularity
Market conditions
Relevance to business
Newer generation spider-
based search engines
employ complex mathematical algorithms in an attempt to assess a
websites theme. By reading visible and invisible text found on a
website and on other website pages that link to it, search engines
are able to determine which words and phrases represent a
websites theme. Where as website optimization helps the search
engines establish an intended theme, determining which keywords
are best suited is an essential starting point for any website
optimization campaign.

The Evaluation Process
There are 2 basic steps in establishing the best keywords:
1. Define the served market universe of all potential
keywords and their popularities.
2. Define keyword relevancy for served market.
A 3
rd
step, covered in a Strategic Link Analysis, must be
added to determine which keywords have the best value.
The first step is the seeding process. In this step, potential
keywords are gathered:
Review website visible text for possible
keywords.
Review competing websites for possible
keywords in metatags and visible text.
Brainstorming sessions with other company
employees and departments
Use Googles keyword suggestion tool
(https://adwords.google.com/select/main?cmd
=KeywordSandbox)
The next phase is to expand the seed list to include
all possible variations and synonyms, thereby
attain a universe of all potential keywords.
Use Overture (http://inventory.overture.com)
(FREE) and WordTracker
(www.wordtracker.com) (Subscription based)
suggestion tool for alternative keywords
These tools also report keyword popularity values.
Once a universe of potential keywords and their popularities
are defined, the popularity for each keyword needs to be
tempered with a relevancy value. Keyword relevancy is a
measure of those visitors who are truly looking for your
products and/or services.
Those keywords that have a combination of high popularity
and relevancy (factored popularity) are sorted in descending
order to reveal which keywords are best.
Seeding
Process
Competiti ve
site
eval uation
Rel ated
phrases &
synonyms
Target site
log fil es
Brainstorm
Expand
Universe
Compile
results
Define
Relevancy
Build
optimization
strategy
Overture
Word-
tracker
Consult
with
client
Keyword Popularity
Relevancy
%
Factored
popularity
database software 10512 90.0% 9,461
database design 8822 90.0% 7,940
relational database 4886 90.0% 4,397
database management 4804 90.0% 4,324
database 70864 5.0% 3,543
database programming 4610 50.0% 2,305
database development 4247 30.0% 1,274
relational database management system 829 90.0% 746
relational database design 519 90.0% 467
scheduling 8973 5.0% 449
Inventory Management 6604 5.0% 330
labels 36787 0.5% 184
Point of Sale 13279 1.0% 133
A Strategic Keyword Analysis (SKA) concludes with a descending sort of
keywords by factored popularity