Objective:

To arrive at the set of keywords which

• Describe business correctly (are relevant)
• Attract traffic (are popular & are searched for)
• Have less competition (are relatively un-optimized for)

Steps:

Dartboard keyword selection strategy revolves around two central steps:

• Theme determination
• Word selection to represent those themes

Step I:

With Google’s move towards adopting and using LSI while indexing a page in its database. Determining and building the overall theme of the website has absolutely essential to garner top search engine placement for a combination of keywords and keyphrases which helps to maximize search engine visibility and accelerate traffic to your website.

Therefore, the keywords should be generated which are in sync with the theme structure of the website to achieve the desired results. DOM ensures this, as we will see later.

The home pages & the other higher level pages should target more specific and main theme keywords. While, the inner pages (embedded in subdirectories or sub domains) should target general theme related keywords.

Using subject centric keywords, we build the overall theme of the site. So it may qualify for more searches over the search engines.

Step II:

The finalization of the keywords for any given site is done in DOM as follows:

Generation of the seed keywords for the site (theme keywords).

Expansion of the seed keywords into key-phrases by adding qualifiers (sub theme keywords)

Generating a larger set of keywords by word play on the key-phrases generated in previous step. (sub theme targeting)

Let’s take them one by one:

SEED Keywords/Primary keywords:

The seed keywords can be generated by either of the ways mentioned below:

The client provides the terms he feels are relevant to his business.

Outside domain consultant can also provide them.

Another way of generating seed keywords is to look for the Meta tags of the competition web sites.

Typically, seed keywords are single word.

A good number of seed Keywords that we generate are between 10 and 12.

We at Mosaic generate the seed words by understanding the business domain & the business model of the client.

SUB theme Keywords (Qualifiers)

Now using DOM, we add qualifiers to these seed keywords.

These qualifiers can be anything: location/sub-product/color/part no./activity/singular etc.

By utilizing these qualifiers we expand the list of the seed keywords which may be anywhere between 20 and 30.

Typically a sub theme key phrase is 2 to 3 or even 4 words long.

Recent study suggests that the typical searcher often uses longer queries which are a combination of two to three words.