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How to Check Site Keywords for SEO Strategy

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Online publishers often perceive their sites one way, but search engines may view them in an entirely different way.

Publishers who push out content on a regular basis develop perceptions about their sites based the content topics.

If they push out a lot of content, they may not have time to analyze the articles for keywords that provide benefits for search engine optimization.

Bing keyword report

The Bing keyword report shows the rankings and performance of a site’s most important keywords.

Over time, the search engines develop a profile of the sites based on the presence of those keywords.

Bing and Google both have tools that provide a list of keywords that they extract from site content.

In the site search engines, use the keywords “Bing webmaster tools” and “Google webmaster tools” to find the links for those products.

Accessing the tools will require a Microsoft account and Google account respectively.

Although other tools are available online for analyzing site keywords, it makes sense to put the tools of the two biggest search engines on the planet at the top of the list.

Check Keywords in Bing

If the Bing account is new, go to My Sites on the left, enter the site in the submission box and follow the instructions for getting it verified. Wait a few days for Bing to develop a data profile.

Go back to My Sites and click on the link for the site profile. Scroll down to “Search Keywords” and click on “See all xxx” for the full list.

The keywords are ranked from top to bottom based on “Appeared in Search.” They can be ordered on the other column headings by clicking on those headings.

Several perspectives are worth trying.

Clicking on “Average Search Appearance Position” will show the highest ranking keywords. The best ones of course also have the highest numbers for “Appeared in Search.”

“Click-Through Rate” will probably show that the higher the position, the more clicks it receives.

But this keyword list is not just about clicks and rankings. It also reveals the strength of individual keywords based on several important factors — prominence, relevance and density (or frequency).

Competition also impacts their presence.

Check Keywords on Google

Google takes a slightly different approach. Once an account is set up in Google Webmaster Tools, click on the site name to go to the Dashboard.

On the left side, click on Search Traffic and Search Queries.

Just like Bing, the report shows keywords along with their impressions, rankings, average position and click-through rates.

But Google takes it a step further. Now click on Google Index on the left and then Content Keywords.

This report provides the volume of individual words on the site along with the number of variants and their “significance.” Google explains the report:

“The Content Keywords page lists the most significant keywords and their variants Google found when crawling your site. When reviewed along with the Search Queries report and your site’s listing in actual search results for your targeted keywords, it provides insight into how Google is interpreting the content of your site.

“The significance of each keyword reflects how often it’s found on your site’s pages. Click each keyword to see a sampling of pages on which it appears. Both keywords and their variants are listed in order of frequency of appearance.”

Clicking into each keyword displays the number of times it has been found on the site, a list of the actual variants and the most important pages containing the words.

It should be no surprise when a Caribbean travel guide contains beach, cruise and destinations as the three most common words.

It should be a surprise if “viagra” or some other sign of a hacking shows up instead.

The keyword reports from Google and Bing provide important insights about the current content emphasis on a site and how it might be improved to get better SEO results.

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