Keyword research is the detailed analysis of commonly “Googled” terms and phrases that relate to your services, products and business, and the strategic selection of the best terms to optimise the pages on your website for.
It is the most fundamental part of any SEO campaign and should (ideally) be done BEFORE a new website is built, so that it underpins the strategy and structure of your site.
Keyword strategies are based on the following criteria:
- Specific relevance to you and your business. For example, if you are an installer of security systems you don’t want to be competing for searches for nightclub bouncers and “door security”.
- Quality – sometimes the less popular search terms, despite generating less traffic to your website, are the ones used by people with the more serious enquiries
- Search volume – of course we’ll always look to focus on the keywords that will generate you the most traffic
- Competition – we’ll look to select the keywords that give you the greatest chance of success.