Potential analysis
A potential analysis is an integral part of a keyword analysis. It is necessary not just to research relevant keywords, but also to find out – and this is the task of a potential analysis − whether it is worth optimizing on these keywords and phrases.
A potential analysis ascertains information as to how many users search for a specific term as well as when and where they do this. For example, you can optimize, your travel website on a term of a small village such as Posemuckel in Poland − and you would probably rank well because the competition would be quite small – however, this top position in the search engines would be pointless because so few people search for Posemuckel. No visitors mean no money. Analyzing the potential of this particular keyword would put it lower on the priority-list.
Potential analysis helps to structure SEO campaign
Just because a potential analysis says that a certain keyword is being typed into Google™ search a thousand times a month, doesn't make it a good phrase for your site. Let's take another example from the travel sector: the keyword “Italy” for example is being googled 4,000,000 times each month, giving it a high search volume. However, you have to take in to consideration if this keyword has this high of potential for you. How much work would it take to rank your website for that keyword? Certainly, you could do it with enough hard work! However, does every user, who searches for “Italy” want to visit Italy? Maybe not. They may also be interested in wine, cycling or history.
Other search phrases such as “travel Italy” are not being typed that often (~ 1,500 per month), but the potential of this phrase may be higher for your travel site. This phrase shows that the searcher has decided to travel to Italy. While this phrase has a much lower search volume, it has much more potential for your website and would rise to the top of the priority list.
So, it is important to remember that after you research keywords, they must be prioritized with a potential analysis. Those with a high potential should have priority in optimizing the page for them.
