Developing a List of Keywords to Target

The first step in developing a keyword list is brainstorming. Take some time and write down as many words and phrases as you can think of that relate to your site with the understanding that this is simply the start of your research. You should be able to build a list of 50 – 100 phrases without much trouble.
As you continue to brainstorm phrases some themes should being to emerge. Do you only offer web design or do you also offer web development? Maybe you also offer WordPress development and Drupal development. You might specialize in ecommerce design or small business web design. Perhaps you also offer web hosting. Each of these will likely become a keyword theme around which you’ll build a more detailed list.
Brainstorming will only yield so many words so your next step should be to expand your list through some keyword tools. Here are a few freebies to get you started.

• Google AdWords Keyword Tool
• SEO Book Keyword Tool
• WordTracker
• Keyword Discovery

The last two also have paid options that will return a lot more phrases and have additional features for research. There are also a variety of more advanced keyword research tools should you desire them.
Don’t worry about the absolute numbers with keyword tools. The numbers are estimates. For example when I typed “web design” into the free WordTracker tool, 8 of the top 20 phrases were specific to North Dakota web design. It’s unlikely that so many people are searching for web design in North Dakota and more likely that one or more web design firms in North Dakota are searching for those phrases a lot to see how well they rank.
Consider the numbers more in relative terms in comparison to each other. If all of the above tools show that more people search for web design than website design, it’s probably true. Just don’t count on the absolute numbers to hold true, especially as a prediction of future searches for the phrase.
A few tips about building keyword lists:

• Find the words and phrases your customers use instead of industry jargon. It’s great that you develop with progressive enhancement. How many of your clients do you think search for progressive enhancement or even know what it means
• Look for synonyms – Similar to the above seek the words potential clients will use. You call it e-commerce. They might type ecommerce. Is it web design or website design?
• Add qualifiers – Our Des Moines Iowa real estate agent might add Des Moines, Iowa, or both to most every phrase. As a web designer your services might be affordable or professional. Optimizing for “professional web design services” also optimizes for “web design services” Services would also be a qualifier.
• Qualify your qualifiers – You might be tempted to add a qualifier like “free” since so many people use the word. However someone searching for free anything isn’t looking to buy. Unless you’re offering something for free it’s probably best to stay away from “free” as a qualifier.
• Look to your analytics package to see what phrases are currently brining people to your site. These can tell you what you’re already ranking well for and give you ideas about similar phrases you can also likely rank well for.