Is your head spinning from SEO jargon? Keywords, Search Engine Optimisation, search terms, spiders, trafffic, H1 tags, listings, ranking, indexing, organic...

If you are new to Internet marketing, it can feel like you are in a game where everyone else seems to know the rules, and you're on the sideline trying to keep up. SEO or Search Engine Optimisation needn't be complicated...If you are not sure where to start, this article simplifies SEO. You'll learn how to research powerful keywords, analyse and refine them.

Keyword research is all in the words

Search Engine Optimisation is about increasing your online visibility. The idea is to improve your chances of being found (or ranked) in search engine results. So it makes sense to identify which words you should target. Successful online communication depends on your word choices. Even though you might be full of good intentions, if your words aren't clear, your message will be lost.

On the Internet, your words need to attract readers (search engine traffic) as well as search engine spiders. Spiders 'crawl' websites looking for key information. Based on what data the spider robots find, your website will be indexed. If you ignore either audience, you'll fail to capitalise on the golden opportunity open to you...

Where do you start? Initially, you need to identify your keywords...

Generate a list of 'seed' or 'primary' keywords

Jot down words your customers might use if they were searching for you online. Use everyday, natural words - not business jargon. Think 'outside' of the box. If you are a massage therapist, people might look up the following search terms to find you: holistic massage, complementary therapy, alternative healing, holistic healing, holistic health and stress relief.

It's important to think of a variety of search terms at this stage...

Are you on the map?

Consider whether geographical words are relevant to your business. If you need to attract local business, geographical search terms are critical. i.e holistic massage therapist Oxford. If your business is remote or 'virtual,' it's useful to use county or country based geographical terms - before you tackle world domination!

Define and refine

Once you've established a 'primary' list, you need to consider a 'secondary' list of keyword search terms. Your 'secondary' list might consist of specific services you offer. Think of it as a more refined, detailed list of words.

For example, let's go back to massage therapy. If you offer 'reflexology' and 'Indian Head' massage, these should be on your secondary keyword list. The objective is to create a list of words to target throughout your web pages, social networking sites and blog posts.

Keep it organic

An organic result is where someone finds you through a natural search, as opposed to a Pay Per Click (PPC) paid listing. It's far better to invest time in improving your listings using natural or 'organic' techniques. At this stage, it's all about establishing what you do and communicating this information using simple language.

How to analyse keyword lists:

By this time, you should have two lists bursting with keywords and phrases. Now you need to test them! Use your initial 'seed' list to form the basis of your research.

Red hot keyword analysis techniques:

• Use Google's free 'AdWords keyword tool' to 'test' your words. This is useful as it can help to eliminate terms you initially mind-mapped and identify other strong search terms. That said, as with every 'tool,' test the results. Nothing is perfect! You can also try out other tools on the Internet, such as Market Samurai.
• Conduct a natural search through Google. Imagine you are the customer looking for your services. Type in your keywords and see what happens! Study the search results or listings carefully. Note which keywords are in the meta data titles and meta descriptions on the search listings. This can help to narrow down which search terms are performing strongly.
• Investigate competitors' sites. Note which keyword search terms others are targeting.
• Analyse your website's analytics to see how visitors are finding you. Bear in mind that just because 'some' people are finding you this way, it doesn't mean that these are your strongest keywords. Remember that single keywords such as 'massage' will return a huge number of hits, making it almost impossible to compete with.

As with anything, you need to keep testing and re-evaluating your keywords to see whether they perform for you...