Keyword Research & Analysis
Keyword research is the most fundamental and important stage in a successful
SEO campaign. It is vital that we ensure that we are optimising for the
right search terms. It's no use getting to the top of Google
for a phrase which nobody searches for. Keyword research is about identifying
the key words and phrases that real people type into search engines to
find your product or service. Quite commonly, these may not be the phrases
you might expect, particularly in fields where the customers may not
have the same level of technical knowledge or industry jargon as the
site publishers. We use a range of online research tools to identify
lists of hundreds of search phrases which have been typed into search
engines.
Keyword analysis takes this a stage further, and seeks to refine these
lists and identify the best targets for optimisation. We are looking
for terms which people use regularly (have a high search frequency) which
we also have a realistic chance of achieving high rankings for (have
relatively low numbers of competing pages). We analyse and rank keyphrases
using a measure called Keyword Effectiveness Index (KEI), which compares
search frequency with competition. The higher the KEI of a phrase, the
better the target for optimisation.
Typically we refine our list of potential target search terms to a shortlist
depending on the size of the website in question. We generally find that
working with a larger list dilutes the effects of the optimisation too
much to
be
effective
with
all but
the largest sites.
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