Keyword Research & Analysis
The keywords you choose dictate how your website is found through the search engines. Your keyword research defines your search profile and is the foundation of your SEO campaign. Inspired by clear and defined business objectives, well selected, well applied and appropriate terms don’t simply deliver more traffic they deliver the right sort of visitors - the audience most likely to convert into leads, customers and generate fast and handsome ROI.
Keyword research will inform your entire site development
Keyword use in title tags, the anchor text of inbound and internal links as well as the entire site body text will be informed by keyword research. All ‘off’ page SEO should also be keyword driven.
Keyword research that defines your semantic space
The name of the games is to define your ‘semantic space’. The language, the terms and expressions that best define what you as an organisation are trying to achieve – your business objectives. Maybe you want to win votes, or generate leads, sell downloads or products, possibly just raise profiles and awareness. Whatever the bottom line objective you need to map your keyword research against the type of language terms and expressions used by your most potentially responsive target audience. The closer you can map these spaces against each other, the tighter the semantic space, the more profitable the campaign.
5 tips for effective keyword research
• Work with an SEO agency with access to decent keyword research software. Keyword search software identifies the most obvious search terms and is a good starting point.
• Consider your target audience and think creatively, laterally. Research jargon, street talk, colloquialisms, regional and demographically related terms.
• Rather than competing on massively common search terms you may enjoy more success developing terms based on niches or tight geographical locations
• Work site-wide, and appreciate that these days the search engines are looking for themed content. The Google search algorithm, for example, is adding ever-increasing weight to LSI (Latent Semantic Indexing). Synonyms, related tags, conceptually related terms, that reveal a themed depth of content are making increasingly strong gains when it comes to displaying relevance and delivering top search placements.
• Use analytics to monitor and manage keyword performance. Identify weakness, hot spots and forthcoming trends
For more information on how E-Strategy can help develop and manage your keyword research on a profitable, ongoing basis contact us now on 0845 838 2396 or complete the enquiry form below.
