Keyword Research

Cornwall SEO

Keyword Research is a a major part of Online Business Research.  We look through the eyes of your potential customers, and understand what phrases they might type into the main search engines of GoogleBing and Yahoo.

So what are the main definitions in keyword research;

Keyword – the word that you want to appear in the search engines for;

Keyword phrase – a 2-3 word phrase that the search public might use to find your website;

Level 1- Major search terms – the high-level words that represent what you offer.  These form the basis of you website;

Level 2 – Core terms – 2-3 word phrases that fall underneath your major search terms;

Level 3– Keyword groups – groups of related keywords that fall under your core terms.

Detailed Keyword Research is the most important aspect of SEO (search engine optimisation) because if your site is targeting the wrong keywords, the search engines and your customers will not find you.

When you target the wrong keywords, you waste money, time and effort, and have no online business as a result.

Keyword Selection

The Keyword selection process should always consider:

– Mistaken beliefs
– Longer keyword phrases
– Type of traffic
– The first keyword research list
– Detailed keyword research
– The final keyword list
– Website page content

1. Mistaken Beliefs

Online Business Research work with a wide variety of clients. Our understanding of offline bricks and mortar businesses means we can understand their business, goals and motivations. But at least 90% of our clients have one misconception in common, they believe that they already know which search terms their potential customers will use.

Our keyword research always produces new viable keywords because we use software and analysis based on what search terms the search users actually type in.

The “search general public” can search in ways that are difficult to predict.  You have to clear your mind of any preconceptions and trust the research results whether they are logical or not.  We explain to our clients it is a type of reverse engineering.

The keyword research must come before the final wording and layout of the web site.

2. Longer Keyword Phrases

It is a fact that search engine users are now typing in longer, more specific keyword phrases. The users have learned that the more precise they are, the better the results match and consequently they will spend less time looking at irrelevant results.

Short Generic keyword terms can be too difficult to rank and if you do manage to rank when the search public click on your site they will not stay, because you are not what they think they were looking for.

It is very simple; 20 real prospects with the intention of buying from you or your competitors soon, are much better than 200 browsing prospects who don’t know when or if they want to buy.

3. Type of Traffic

Do you want quantity or quality?  It is a valid question because some companies use the internet for brand awareness and they have a different view of Return on Investment (ROI).

For the vast majority of online marketing, focused quality traffic that is relevant, is the holly grail.  It is this traffic that will give you the change for conversion (in the form of a sale or collection of an email address), when the search user clicks on your website.

4. The First Keyword Research List

The idea of detailed keyword research can be daunting.  When you have a list of keywords to drive customers to your site, your site has to be very relevant to allow you to rank high in the search engines and improve your conversion rate.

Online Business Research’s first step in this process is to create a list of potential keywords.  We work with the client and their staff to brainstorm a list of words and phrases that explain and describe the services the client company offers.

Next we focus on describing in a maximum of two sentences what the company does using words or phrases from the list of potential keywords.

Online Business Research then do detailed competitive research and look at all the keywords that the client’s competition is targeting.  Then we compare the two lists and compile a final list of potential keywords.

5. Detailed Keyword Research.

The final list of keywords is input into Online Business Research’s keyword research software tools to determine the popularity for each of the proposed keywords. The list is then segmented to narrow the list to grade the attainable, sought-after phrases that will bring the most qualified traffic to the client’s site.

Our keyword research software tools, give how many users are conducting searches for that term every day and other analytical information. Online Business Research also run keyword generation tools for the top 20 keyword phrases to produce additional words, synonyms that may not have been included In the original list.

Finally, we check the top 20 keyword phrases to see how competitive that phrase is in terms of rankings. Analysis of the competition strength tells us how difficult it will be to rank well for that phrase.  If the client has an existing web site there may be some historic data on the existing keywords to consider.

6. The Final Keyword Research List

Using factors like search volume, competition and addition analysis criteria, Online Business Research are able to calculate how valuable each keyword phrase is for our client.

We then produce the final keyword list with suggestions for headings, site copy, broad and exact phrases.

7. Website Content

The final keywords describe what our client does in relevant, clear and focused terms.  The words on the list must appear in the site content. The headings in the final keyword list will help to determine how many pages the web site needs to support the keywords, and how and where the keyword phrases will be used.

Where to Put Keywords

Online Business Research recommend using one main keyword per page, supporting a maximum of three keyword phrases per page.  The keyword and keyword phrases should be used in the content in a natural, flowing and grammatically correct manner.  Keywords should also be used in several of these other elements on the site:

  • Headings
  • Title tag
  • Anchor text / navigational links
  • Meta description tags

The final test criterion is to relate the wording of the website to why your visitors are searching:

  • To solve a problem
  • To buy something
  • How to do something
  • For advice
  • Just browsing

Call to discuss your keywords and how they are used in your website.

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