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will give the SEO engineer a more accurate number of the true monthly search volume and the keywords the users are typing into Google. This concludes the process of keyword brainstorming, discovery and analysis; the next section will go further into more keyword search analysis and keyword selection for the SEO strategies. 4.3.3 Keyword Selection for SEO As explained previously in section 4.3.2, once I had spent adequate time looking at all the keyword variations and keyword statistics such as monthly search volumes and competition, I needed to choose a keyword that would be the subject of my SEO experiment. It’s critical to spend adequate time going through the keyword research and discovery process because some keywords cannot be found in any other way. You cannot randomly choose keywords that you “think” users will search for to get to your site; a systematic approach has to be followed in order to discover the keywords that will be most effective in any SEO strategy. It’s important to know the exact keywords users are typing in the search engines to find information online. The worst case scenario would be to optimize a website around keywords that people are not using. For this research, the target keyword selected for the SEO implementation on the experimental site was beneficios del alpiste, which translates to “alpiste benefits” in English. The reason why it was chosen and the keyword research analysis will be explained next. Having selected Exact Match, All Countries and Spanish as the criteria in Google’s KST, Figure 4.15 shows the top keyword results based on the average monthly search volume. And in looking at the returned keyword results, there seemed to be low competition. But as explained before, the Low competition indicator applies more to PPC. According to KST, my target keyword (beneficios del alpiste) had global monthly search volume of 9,900; and in looking at the Local Search Trends bars in Figure 4.15, its search volume has remained relatively constant with a slightly increase in the last four months. 63PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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