Aji Issac Explains, how you can use your own 'Boston Matrix' to get the right keywords for your site.
Let me explain it one by one:-
Check different key phrases using suggestion tools like word tracker,inventory.overture.com/d/ searchinventory/suggestion/ or www.espotting.com/ popups/keywordgenbox.asp, it doesn't have to be perfect as we are just looking for keyphrases with high search shares.Choose as many as possible with promising market.Google's Adword can also be used.
Search in Google or yahoo and see how many sites are listed under respective key phrase search.For example when I search for 'key phrase' in google it says, - Results 1 - 10 of about 4,800,000 for 'key phrase'- this gives the primary idea of the competition. Take the first ten websites in SERP and check the following factors:-
Competition is directly proportional to Back Links, saturation and onpage factors but I consider the back links more crucial as achieving better saturation level along with onpage optimization is comparatively easier to obtain.
If 100 visits are made to your website from a key phrase, how many will get converted (sigup or buy).For example the key phrase 'mortgage quote' will have higher conversion ratio compared to 'mortgage rate' as the person searching for 'mortgage quote' is more likely to signup.
B: You may choose not to invest at the initial stages of business as many of these keyphrases will automatically make it to top with time without any investment. After making few A's and C's, check the investment required for B.
In the initial phase of your business invest on 'A's,later invest on 'B's and 'C's. I will advice not to invest on 'D's until it starts appearing in top ranks with time. In marketing we say that retaining a customer is tougher than getting a customer.
About the Author: Aji Issac