Key phrase analysis

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Key phrase analysis can usefully be split down into three separate stages:
Demand analysis, performance analysis and gap analysis.

By using this structured approach to key phrase analysis (to determine the potential volume of searches for a phrase), your current performance – and the gap between actual and potential – is a powerful way of driving results from SEO.

Demand analysis
Demand analysis is where we identify the popularity of each search term, its relevance to the products or services offered and competition on it.

When reviewing individual key phrases, we suggest assessing the following attributes for analysis and categorizing each phrase.

As a minimum you need to assess search volumes, but some agencies will also assess relevance and competitiveness:

    # Estimated total search volumes: from Google Ad words campaign reports, Google traffic estimator, Google keyword tool Word tracker etc.
    # Relevance: an indication of likelihood for conversion based on intent indicated by the words in phrase, e.g. a qualifier ‘buy’ is high intent, while ‘compare’ is lower intent.
    # Competitiveness (From high to low): This can be based on number of pages containing the phrase on the page or in its title (For SEO) or on the number of advertisers.
    Performance analysis
    This assesses how the company is currently performing for these phrases.
    If you are already involved in a program of SEM you will also be able to integrate the following performance attributes into your analysis or report (Phrase should be broken down by SEO and PPC):


      # Average position in natural or paid listings

      # Click volume referred from search

      # Click quality (Conversion rates and ideally bounce rates to compare landing page effectiveness)

      # Outcomes (Sales, registrations or leads)

      # Costs (CPC and CPA)

      # Profitability (based on cost of sale on lifetime value models)
    Of course, which of these you actually have visibility of will depend on your tracking tools. This is also key area to assess when selecting vendors.

    Gap Analysis
    Gap analysis simply identifies where the biggest potential for improvement is, so you can target your resources accordingly. The gap is the difference for each phrase on how you should be performing vs. how you are currently performing, indicated by the demand analysis and performance analysis.

    For both SEO and PPC, the main purpose for gap analysis is to identify phrases which have high ratings for search volume and relevance, but which are not currently delivering click volume, position or outcomes.

    You may also want to identify phrases that are underperforming in terms of conversion, cost or profitability.

    Comments

    Roshna Joban said…
    This comment has been removed by the author.
    June 5, 2009 at 4:40 AM
    Roshna Joban said…
    Good Descriptive work....

    Seo Tips
    June 5, 2009 at 4:46 AM
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