“Recent advancements in communications, computing and information

technologies have brought about today’s Information Revolution. As in

times past, this new paradigm requires that we learn new skills, employ

new technologies and use different resources. Most importantly, we must

learn to use technology to do things differently.”

Source: ICT Policy for Lesotho, March 2005

INTRODUCTION OF KEYWORDSWhat are Keywords?

Keywords are words or phrases that a company website

wants to rank for, on search engines by association.

INTRODUCTION OF KEYWORDSUnderstanding Keywords

To fully understand which keywords customers are using, a

business may use these three methods:

Web analytic

Customer survey

Competitor’s content

NB: But in the case of this analysis, I’ll focus on a web analytic to find the top keywords

about “Lesotho” which is Google Keyword Tool.

FINDING KEYWORDS

Google Keyword Tool

Google effectively shows you a keyword demands as they

publish various statistics for a respective keyword in their

Search engine.

Using Google Keyword ToolLet’s find Keywords about Lesotho

NB: We find our Keywords based on the word, ‘Lesotho’.

Using Google Keyword ToolData results obtained:

These are top five keywords people use to search the keyword, ‘Lesotho’ on Google. All of them are strongly related with the tourism of Lesotho. This can be useful when writing blog post to find optimised keyword for Search Engine Optimisation.

Keyword Glossary

Components of Keyword Glossary

Competition

Relevance

Category

Popularity

Keyword Glossary

Competition

Before choosing a keyword to use, you need to make a

sufficient traffic. For example, the keyword, ‘Lesotho’ has a

global monthly searches of 246, 000 and local monthly

searches of 40 500. This keyword is more competitive than

the search term, ‘Lesotho history’ with a global monthly

searches of 1000 and local monthly searches of 430.

Keyword Glossary

Relevance

Here you choose relevant keywords that attract high

qualified traffic for lead generation and high convention

rates. For example, if you are promoting Lesotho tourism,

then a keyword phrase, ‘where is Lesotho’ is relevant to

your corporate website.

Keyword Glossary

Category

When it comes to category, here an Inbound Marketer

divide his or her keyword selections into verbs, nouns,

adjectives, and adverbs. As a result keywords from

different categories may be used together to form a

brand position strategy.

Source: How to Implement SEO to Improve Search Traffic, Inbound Marketing University

Population

‘Popularity refers to how many businesses want to be

associated with a keyword. The more businesses rank

for a keyword, the more popular and thus competitive it

becomes. Using popular keywords might not necessarily

help improve a businesses’ ranking since it needs to

compete with many other websites for them,’

Source: How to Implement SEO to Improve Search Traffic, Inbound Marketing University

Keyword Glossary

“If you wanted to boil internet

marketing down to single starting

point, keywords are it.”

Source: The Essential Step-by-Step Guide to Internet Marketing, HubSpot.