subject: Keyword Ranking Tool - Golden Rule 2 - Relevance [print this page] This article is the second of a four-part series which discusses the Four Golden Rules of Keyword Research and how they relate to the New Methodology of Keyword Research using the Market Samurai Keyword Tool (MSKRT).
Golden Rule 2 - Relevance
We propose the word Congruence as a worthy substitute word to convey the essence of what we are trying to pursue under this rule.
Relevance or congruence is often overlooked due to the seemingly more engaging interest for traffic. This is probably because the idea of achieving more traffic is most often the top advocated preoccupation among marketers. The dictum is often given as-- "more traffic means more sales." But be warned, this is not necessarily so.
We must never forget the matter of Relevance. Even if your site ranks well in the search engines and subsequently generates lots of traffic, better sales will not necessarily be guaranteed. Why?-- you may ask. If most of your visitors do not like the contents of your site, then sales will become lean. If your used keywords are not congruent with the essence of your site, it usually results in a situation where visitors are surprised to find your contents as unrelated to what they have been searching for.
The proper dictum should actually be--"targeted traffic means more sales." But what is targeted traffic? The second Golden Rule of Keyword Research mandates that you must always begin with keywords that are relevant to your niche-website. As synonyms and alternate word arrangements are returned during the search for the widest range of worthy keywords for a niche, there are oddments which creep into the generated list. These inappropriate and undesirable phrases should be considered with a watchful eye and subsequently removed from our candidate keyword list.
In the MSKRT, this is controlled by the filter on Phrase-to-Broad (PBR) Ratio. Google Search often returns certain keywords that lead people to believe that they have found an untapped niche. To prevent such occurrences, the concept of Phrase to Broad match ratio has been integrated into the MSKRT. PBR eliminates those misleading and dangerous keyword phrases that Google sometimes returns.
To understand PBR, we need to take up the concept of word permutations-- the rearrangement of words that make up a phrase. This will best be explained by an example.
The phrase-- internet marketing secrets; has 6 possible permutations.
1. internet marketing secrets
2. internet secrets marketing
3. marketing internet secrets
4. marketing secrets internet
5. secrets internet marketing
6. secrets marketing internet
Notice that permutations are simply alternate rearrangements of the words on the phrase.
After Google returns candidate word phrases, MSKRT will give an appropriate PBR for each phrase. As a percentage of its measure of Relevance to your niche. A low PBR is indicative of a misleading word order. In our above example, the PBR on all permutations (except 1 and 5) is zero. The PBR for item5. secrets internet marketing = 1% and 45% for item 1--the original phrase: internet marketing secrets.
In our example, only the original word arrangement is usable. All the other word arrangements (permutations) will be removed by the PBR filter; after it has been properly set using an appropriate percentage. Said percentage should be high enough to catch all irrelevant word arrangements.
MSKRT Recommended Setting, to be responsive to the Golden Rule 2 - Relevance: Set PBR = 15 %.
