Keyword Research

Keyword Research is the building block for search engine optimisation (SEO). All search engines work by taking keywords or key phrases and identifying relevant web pages. Keyword research is not as simple as collecting a bucket of words which users may search for. Today advanced tools are used to find appropriate keywords that will return good quality visitors. These tools will not only help find keywords but will also help identify and analyse the competition these keywords attract.

Using only generic phrases to optimise a website and links is not a good idea. Generic phrases that are most commonly searched for will be used by several thousand websites and competing with these already established brands may not attract more visitors. It is important to focus on keywords which are not overused and receive a fair number of daily searches with manageable competition. First optimise the website with these keywords in mind and then later the more generic keyword phrases will start to be a possibility.

When selecting less searched for terms, it will be a balancing act of getting more of less traffic against getting less of more traffic. It is generally understood that when people are looking to purchase they are very specific in the use of phrases whilst window shoppers tend to opt for the generic terms. It is the purchasers you want not the window shoppers.

Finding the right keywords is not a once and only once task. The success of any website will depend on traffic directed from search engines and it is essential to measure success with the use of website analytics. A constant review loop will direct appropriate changes to the website and chosen keyword phrases.