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Keyword Research

Step one: Research.

Getting your list of keyword right is so important; your whole SEO strategy is built around the keywords and phrases you choose to optimise your site for.

 

The purpose of keyword research is to identify the keywords and phrases potential visitors to your site are searching with. Even if you were able to get to position one in google it may be for nothing if the keywords are not relevant and targeted to your business.

The goal is not just to bring in more traffic to have visitors leave right away. The goal is to bring in qualified visitors who are actively looking for your site, product or service. Therefore, step one in your SEO strategy is research to identify the keywords potential customers are searching for to find a site like yours.
 
There are basically four steps in keyword research:

Keyword Discovery

Create a list of keywords related to your site and audience. To create this list you might do the following:

• List related terms for your industry, product or service
• Put yourself in your customer’s shoes
• Have a look at your website’s referral logs or analytics software if you have it
• Have a look at what your competitors optimise for
• Use a keyword suggestion tool - we have linked to some free keyword tools
• You may need a list of keywords for each page of your site.

Keyword Analysis

Analyze your list of keywords to find out additional information such as the amount of existing competition for the keyword, page rank factors and consider your potential to rank for it.

Selecting your keyword phrases

By now you have a list of keywords and additional information on them. The analysis information will assist in creating a shortlist of keywords you will optimise your site for.
Consider eliminating the following from your list:

• Extremely competitive keywords
• Low popularity, rarely searched keywords
• Non specific or off topic keywords

Implementing the keyword phrases

Now implement the keyword phrases into your site. You only want to focus on two, three or four keywords per page, any more than that and you risk diluting your page and optimising for nothing. Each page may have a slightly different focus which needs to be reflected with specific keywords.

How to implement your keywords is covered in our article: Search Engine Optimisation: On-Page Optimisation.

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