You can find many Web traffic analysis tools out there, but Google's includes all of the features that most small businesses need.
2. Research Keywords
Often, a business doesn't describe its products using the same keywords that its clients use. You may be promoting "portable media players," for instance, but your potential customers call them "MP3 players."
That's why it's important to talk to employees, partners, current and potential clients, and your sales staff to determine which words are most frequently used when people seek out your company and its products or services. Use those phrases to develop an initial list of SEO keyword candidates.
Several keyword-research tools are available to help you choose the best terms for SEO. The free Google AdWords Keyword Tool helps you gauge how frequently keywords are searched in the United States (and globally), and how competitive a keyword is. The tool is designed to help marketers choose keywords for Google PPC ads, but it's useful for organic keyword research, too. You'll also get lots of keyword variations that you might not have thought of.
When choosing keywords, some site managers take into account the Keyword Effectiveness Index (KEI), a mathematical equation that comes up with a score based on the number of times a keyword has been searched and the number of Web pages containing the keyword. The higher the KEI score, the better your chances are for "winning" that keyword.
The mathematically inclined can read a detailed KEI explanation to get the formula. Alternatively, you could sign up for Wordtracker ($329 yearly) or Trellian Keyword Discovery ($599 to $1895 annually). Both offer KEI and other analytics that the Google tool lacks. SEO Sniper is a $97 Windows utility that applies KEI scores (and other analytics) to Google AdWords Keyword data.
3. Use Keywords Judiciously
Using keywords effectively can make your site more discoverable. But overusing or abusing them can cause search engines to ignore you. Here are some tips for adding keywords to your Web pages:
Optimize each page for one keyword (and its synonyms). When the entire context of a page is about a particular subject, search engines are more likely to see that page as relevant to its topic.
Use keywords in the page's HTML title tag.