Keyword Research Comes First
You wouldn't set off on a journey without knowing your destination (Well, perhaps with the exception of a pensioner on a Sunday afternoon), Likewise it's impossible to start working on optimising a website without a clear understanding of what our aims are. Without an effective and sometimes very detailed keyword research phase before any other work begins, it's highly likely that a lot of time could be wasted.
It's essential to find out exactly which words and terms your potential website visitors are typing in to the search engines when they go online. A common mistake is people thinking they know what is being searched for without confirming it. We also take a look at the competition for these terms to make sure that we can rank for them.
Setting Realistic Expectations
There is no point competing for keyword terms when the top results are held by long established, authority websites which are optimised for that term and offering the right information when people click through, as even being below them on page 1 will likely not get you many clicks.
Thorough keyword research enables us to aim for terms which your buying customers are using when they search the internet, but also for terms related to them and those where there is a sensible level of competition, either because people have not optimised for the term (which is becoming increasingly rare these days), or because the top results aren't offering the kind of information people are looking for, therefore increasing the chances of them clicking other results further down the page.
Our initial keyword research phase will provide statistics on how many people are searching for the terms you have thought of and suggest others which you probably haven't considered, along with trends such as which are becoming more popular and which have decreasing numbers of searchers. We can also research the competition for those words and terms and advise on which are likely to achieve good results in the shortest timeframe.
The words and terms ultimately used will be utilised throughout the entire seo campaign, in addition these words will be visible to searchers when you start appearing at the top of the search engines through the way they are incorporated into the overall website design, so web users will be much more likely to click on your listing, as they will instantly know it is relevant for them.
Although much more time consuming when launching a project, the keyword research is something which is continually refined over time, some terms will be dropped, others changed and new ones added to make sure we aren't just attracting people to your website, but attracting and retaining the type of people who are looking for exactly what you have to offer.
Of course, the keywords we focus on and track are included in monthly SEO reports, along with data and graphs about traffic arriving on the site and a range of other information.