Keyword research for Search Engine Optimisation.
Project planning and resarch is a big part of any marketing campaign, and Search Engine Optimisation is no exception. At the start of every new SEO project, we focus heavily on keyword research as choosing the right phrases can have a huge impact on the success of the SEO campaign. The keyword focus for the website not only needs to be relevant to the business or industry; the language used has to be in line with how your customers search, in order to make sure we are targeting high search volume keywords that have real value to your business.
Determining a keyword focus for your business.
When starting an SEO project, one of the first things we do is to highlight which keywords we are going to be working with. We go through a process of mapping keywords to website pages in order to plan for content generation, and this is completed through three different stages:
- Generate a list of relevant keywords, related to both the business and the industry that you operate in.
- Use the keyword planner tool to determine which keywords and phrases are the most popular.
- Match the chosen keywords to the relevant pages or pieces of content within your website.
By completing this process, we are able to not only determine the best possible keywords for your website, but it also allows us to begin planning ahead for other elements of the site. Mapping keywords for content creation is a key feature of our Search Engine Optimisation service, particularly as it allows us to create relevant, engaging and quality content to be implemented across the whole of the site.
Tailoring keywords to your business.
Throughout the process of conducting keyword research, we aim to strike a positive balance between relevancy and search volumes. We find that using relevant and realistic keywords often achieves the best results in terms of ranking high to attract more traffic to your site. By doing this, we can ensure that we are attracting the right type of people to your site, meaning that each individual viewer can be a potential customer rather than just a visitor to the site. In order to do this, we target a range of specific keywords including:
- Industry keywords
- Product and service related keywords
- Location based keywords
By using keywords that are related to your industry or products and services, we are able to target the most relevant people to your business. As the people using these keywords have already shown a knowledge or interest that relates to your business, we are able to more specifically target an audience of prospects. Using location specific keywords also means that we can target a more relevant wave of people, adding to the list of prospects for your business.
Long tail keywords.
Within our focus, we also use keywords known as ‘long tail keywords’. A long tail keyword is a very specific keyword phrase that consists of three or more keywords, perfect for ranking highly due to lower levels of competition. Although this type of keyword may have a lower average search volume than other keywords, anybody that is using these within their searches are potentially more likely to become a paying customer. Depending on the industry that you operate in, it is possible that the market is already crowded, and so introducing long tail keywords to your site can offer a diverse approach and provide a whole variety of new opportunities.
A perfect example of this would be for solicitors that are located within London. On the face of it, targeting ‘Solicitors in London’ may appear to be an obvious choice to include within the keyword focus. However, this would prove to be a crowded market and so using a more targeted approach, by using long tail keywords such as ‘family law solicitors in London’, you may be able to achieve higher rankings.
If you would like more information then please get in touch or complete our form to receive a free SEO review. To find out more information about our SEO service, please take a look at how we conduct our market research as part of your Search Engine Optimisation.