Keyphrase analysis is the cornerstone of any successful search marketing campaign, be it a paid search campaign or a natural search engine optimisation programme.
Keyphrase analysis boils down to the identification of a selection of relevant keywords and strings of keywords, known as keyphrases. Keyphrases are sometimes referred to as keyword phrases or keywords strings.
The analysis of keywords to be used in a campaign is not to be taken lightly. The initial review has to be carried out diligently with relevant keywords ordered into groups or categories of phrases. Sufficient time has to be dedicated to this critical aspect of any campaign to ensure future success.
At BORN, during the keyphrase analysis phase we group keywords into different categories. These fall into three main headings and thereafter are grouped into sub-categories. The three main groups comprise of Primary Keyphrases, Generic Terms and Tertiary Terms.
At BORN we then order Keyphrases into several sub-categories in a system of prioritisation and depending on the subject matter of website are then broken down further into separate themes.
What are Primary Keyphrases
These generally (but by no-means always) comprise of several words in the string and are often referred to by us as long-tail-strings. They will be exact phrases used commonly by searchers looking for a specific service or product. A good example of a Primary Keyphrase in the car insurance sector is ‘car insurance for young driver’. A website with a bias towards young driver insurance being optimised by us would highly likely have specific pages with this Keyphrase employed.