Keyword Research

If building a successful SEO Campaign is likened to building a house then Keyword Research is the concrete slab the house is built on.

Why is keyword research important?

We use the keywords determined at the beginning of the campaign as KPIs (Key Performance Indicators) throughout reports on the campaign. We will track you and your competitors page rank for these keywords and compare these month on month. Therefore, keywords are one of the most useful factors in determining the campaign achievements. 

How do we use keyword research in the campaign? 

The keyword list will help us prioritise time on the campaign and determine where there may be new 
opportunities. It is also used when writing Meta data, updating content and creating new content pieces. 

Benefits of keywords

Keyword research can be compared to Marketing Segmentation. Marketing segmentations give us the 
ability to group customers with similar preferences. Similarly, knowing what a user has searched for can give us clues about how to structure content for the type of query to convert users to customers. 

How do we do it?

  1. We start with an initial list by analysing your primary products and website to determine obvious keywords.
  2. We compare this list with keywords already ranked for to determine how the site is currently 
  3. perceived by search engines.
  4. We then utilise professional SEO tools to determine similar keywords and create a broad list (can be few hundred).
  5. We then fine tune the list based on metrics such as search traffic, opportunity, cost per click and relevance and removing any broad matches (duplicates in meaning eg ‘Business IT Southport’ & 
  6. ‘Southport Business IT’).
  7. The list then needs to be approved by you to ensure we are both on the same page.

How many keywords should idealy be on the list?

While it is important for your keyword list to be as succinct as possible to prevent efforts being stretched too thinly, it needs to cover all aspects of business without missing anything out. We try to aim for 50-100 keywords, however this will vary based on your business.

Expanding Queries with Synonyms

Search engines are becoming more and more sophisticated. The goal of a search engine is to provide the most relevant search result to a user’s query. This used to mean that a keyword need to match exactly. 

These days however, search engines are smart enough to understand that the specific words typed into the search bar may have a broader meaning. Eg showings results for ‘car’ when searching for ‘automobile’, fixing spelling mistakes, or stemming of words eg ‘drive’, ‘driver’, ‘driving’.

We generally only need to include one variant of a synonym in the keyword list.

Short vs Long tail

Short tail keywords are phrases that are typically 1-3 words in length. Usually these are unspecific keywords may have a high number of searches. They are therefore usually more competitive meaning they take a lot more effort to rank for. An example of a short tail keyword is ‘IT Support’.

Long tail keywords are phrases typically 3-5 words in length and are therefore more specific to a particular niche. They would usually have smaller amounts of search traffic however are also more likely to convert a customer. Eg ‘Business IT Support Southport’.

In this example a customer searching for the longer tail keyword is more likely to convert to a customer of Xtreme’s as we align more specifically with their search term.  Someone searching for ‘IT Support’ may be searching for personal IT Support which is not a service that we offer – meaning we could not possibly convert that customer.

We may use a mix of short and long tail keywords in your keyword list to ensure all bases are covered.

Location targeting

If your business is located based (ie people come to your place of business or you service a particular area or areas), then it is import to use the targeted location in your keyword list. This is an example of creating a longer tail keyword by focusing more relevant traffic to your business.

How do I analyse the list provided to me?

Each keyword on the list provided has been recommended based on opportunity (relevance), equivalent cost per click, average monthly searches, and difficulty (competitiveness). We also remove keywords that have identical meaning eg ‘IT Support Southport’ & ‘Southport IT Support’.

We need your input to ensure that the keywords selected match your businesses products and objectives.  Please give the list a once over and let us know if there are any keywords that may not be directly relevant to your business.

I think a keyword is missing

If you think a particular area of your business is not covered by this list then please let us know and we will provide an explanation as to why it was not included, or otherwise investigate amending the list.

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