Keyword Research & Search Data Trends

A keyword is a single word or phrase that is searched for. It is an expression of a visitor's needs from a search.
To rank in a search engine, there must be a match between the keyword(s) searched for and their presence within the site's text and code.
Search engines rank web pages on relevance. This means the presence of the actual keyword searched for and related keywords.
The sum of the related keywords are called the 'theme'. A site with a high density of related keywords is judged to be superior.
But sites that are deliberately 'optimised' to fool search engines are negatively ranked or even banned from search listings.
The principle of 'theme' means that sites have to provide rich and constantly updated content. Static websites cannot do this.
There are many more 'one-off' search keywords than obvious keywords. This is called the 'long-tail' and is the Holy Grail of search strategy.

"In writing advertising it must always be kept in mind that the customer often knows more about the goods than the writer", said John Wanamaker.

But grand websites are often constructed with no regard to what people actually want. And, worse, what they want is laid out in a public record called search data.

The internet takes much of the guesswork out of marketing, but only if the premise of your website is not based on a guess.
Keywords

Google looks for the best website for each keyword. It's as simple as that.

'Best' means most relevant to the visitor.

'Most relevant' is judged by the quality of the content and links.

And 'quality' is determined mathematically by the density of keywords and a cohesive 'theme'.

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