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The focus on ‘keyword research’, ‘link building’ and ‘marketing’ for website optimization in Google is a highlight of the latest SEO checklist from Matt Cutts. Here is an illustration on these sections of the SEO checklist -

Keyword Research

• Make a list of the search keywords or key phrases that most of the users are likely to use while searching for your content or product or service or website. Choose the most and the least competitive of the keywords to optimize your web content. Google itself recommends potential keywords for a particular content. Adwords.google.com/select/KeywordToolExternal is a free tool from Google’s kit for webmasters to conduct keyword research at ease.
• Do not stuff a blog with too much information. For better search results, choose a blog topic related to a well-defined niche. Pick up keywords from that specific niche to optimize the blog content. Log in to the Google Webmaster tools account of yours and then, go to the dashboard of your site. Click “Keywords” under “Your site on the web”. The keywords reflecting the content of your website will be shown in a list, prepared by Google.
• Website owners are involved in neck and neck competition to get high search volume in Google for their websites. The only source of web traffic is not Google. There are other such traffic sources as Facebook, Twitter, Google map listings, MySpace, LinkedIn etc. than Google. It is easy and fun to promote your website on social networking platforms on the basis of a difficult keyword that is hard to get ranked number one in Google.
• Analyze Google Webmaster Tools report on your website and checkout the keywords or phrases that the site appears in Google search result pages. Instead of focusing on the promotion of a single keyword, categorize the web content into multiple sections and choose keywords belonging to those sections in order to get better long tail results on search for your website. A website promoted on the basis of more than one or two keywords draws more and more organic traffic.

Link Building

• According to Matt Cutts, the sites with huge traffic base and from a specific niche are the sites to get links from. Websites belonging to a specific niche are symbols of authority. Single niche websites are better than multi-niche sites like article directories to extract link juice. Links from the former will add search engine value to your site.
• Make sure to be careful of linking yours to other sites. Checkout the search engine relevance of those sites providing external links to yours. Checkout if the content of those websites relates to yours. The increasing number of links from the websites that are not in keeping with yours from any perspective does not benefit.
• To make your website flow with link juice, build links to only those sites that will benefit the users of your site. Do not let the navigation menu of your site feature them frequently. Build a good internal linking architecture instead of developing an excess of external links.

Marketing

• Instead of having several blogs or sites to fetch traffic, concentrate your efforts into developing a single website. It is difficult to manage several sites or blogs and improve them simultaneously from SEO viewpoint. Marketing a single website as a single entity across the World Wide Web is an incomparable strategy to get the best of the site in search engines.
• Think about how to brand your site to make it stand out from the milling crowd. Think of buying a brandable domain to differentiate your site from the rest. Branding is of immense importance to help you build your online identity. Being owner of a recognized brand in a specific arena, you will find it easy to implement the marketing of your website.
• Think of the things that make the visitors keep coming back to your website. Devise a marketing plan and enrich it with innovative products or services to make people return to the site. Updating the site with fresh content on a regular basis is a good strategy to promote the site among the visitors.
• For business or e-commerce websites, it is important to place the physical address on the contact page of the sites. The address including the city, state, country names and zip codes is a complete physical address. It is beneficial for geo-targeting and useful for the visitors. A website with a well-defined address is easily marketable.

In a SEO campaign, keyword research and analysis is the very first step towards optimizing websites for search engines. Searching for and ranking of websites in search engines is keyword based. Search engine spiders track only those sites whose keywords relate to specific search queries or phrases. In many SEO campaigns, researching and analyzing keywords is done at the surface level. I would like to recommend a few ways for SEO professionals to put flesh on this primary phase of a SEO campaign.

Free Tools for Keyword Research and Analysis – Some keyword research and analysis tools are available free on the web to get the task of finding out relevant keywords done for you. Google Adwords Keyword Tool, MSN AdCenter Research Keywords Tool and Wordtracker Keyword Tool are the mostly used such tools. These are efficient enough to help you execute it expertly.

Temporal Fluctuations – Knowing when specific search queries concerning a particular website are in demand is helpful. It can help you know which search phrases are in competition and when the competition is high. The application of SEO efforts for keyword research and analysis is based on the results. Target some other different search terms if the popularity of existing search phrases has dropped down in the search market.

Top Ranking Domains – To assess the relevance of your targeted keywords it is essential to know which domain ranks higher for those keywords than others. The outcome of this experiment is a great help to create a search engine friendly domain name by combining popular keywords and a top-ranking domain in a string.

Vertical Results – A measure on the reach of some specific search phrases related to a website, across the online search world will help you determine keywords for the website. Search for your targeted terms in the various departments of major search engines like local, product, news, images, blog, and video, and identify the vertical results appearing in the top listings from 10 to 20.

Searcher Intent – Knowing the objective of visitors is crucial to research and analyze keywords for a website. It will help you know if most of the visitors prefer using single word search terms or search phrases or queries in strings of words. It is somewhat difficult to know the search intentions of visitors as they are not steadfast in using the same search key phrases over and again.

Top Related Queries – Evaluate the popularity of other search phrases or queries that are related and relevant to your keywords. Pick up the most potential of these and add them to the list of your keywords in order to extend the reach of your website across the search world of search giants like Google, Yahoo, Bing and MSN.

Fresh Web (News, Blogosphere, Tweetosphere) Activity – The fresh web or the entire social media sphere can help you see the frequent appearance of your targeted keywords in the content of blogs, websites, forum posts, feeds and more. It is particularly recommendable to identify and follow the emerging innovative trends of keyword research and analysis.

Potential Relevance – The best way to determine potential keywords is to evaluate the relevance of search terms to the content of your website. Only the search terms that are related to your website content from multiple perspectives can generate valuable traffic in bulk.

Make sure to integrate this keyword research and analysis policy to your SEO campaigns for website promotion.