Keyword Research and Analysis

This research is looking at what keyphrases people are using to find your products or services online – What words they are using when searching the internet. Using a number of tools our team can get an accurate picture of the types of keywords and phrases that get the most search volume in your sector. These can range from very generic phrases through to long tail keyphrases*. Having this information means that you/we can be sure the right keywords are then being targeted to drive targeted traffic to your website and maximise conversions. This is essential for online success.

Keywords Integrated Into Your Online Strategy

Keyword research and analysis is the cornerstone of your online strategy (whether you are looking at search engine optimisation or pay per click). It’s fundamental to getting your website ranked with the search engines, increase visibility online and bring high volumes of targeted visitors to your site.

That’s why we always recommend it as a starting point. It sets the direction for your website structure and content, landing pages, on-page and off-page SEO techniques, pay-per-click (PPC) advertising, email campaigns, blogging …in fact, your entire web marketing strategy.

If you target the wrong keywords – or even ones which are okay but not optimal – you can waste vast amounts of time and money…and make life easier for your competitors. You are likely to fail to attract the right visitors (ones who are genuinely interested in your products or services and who will ultimately buy from you) and while you may achieve high rankings for niche keywords, this is meaningless vanity if your visitors fail to convert.

Keyword Research Experts

The All Things Web® team understand how to trawl and then pinpoint the most powerful keywords to ensure you achieve – and continue to achieve – the right results in any and all online marketing activity. We use a wide range of tools and techniques, not just free software available to anyone. This includes the market leader, MOZ, for which our MD, Darren Moloney was selected and still serves as an independent advisor. Our five-stage approach to keyword research and analysis

1. Initial seed list

The start point is the initial collation of as many potential keywords as possible. At this stage we are not concerned about how popular each phrase is.

We ensure:

  • all your key products and services are represented
  • we have a mix of short one- and two-word phrases and ‘longtail’* search terms
  • we use terms your target customers would use (not necessarily what you’d believe!)
  • the list isn’t too jargon heavy
  • we avoid overly generic search terms
  • We reveal some of the best keywords through lateral thinking…

2. Competitor analysis

We then review some well-ranking competitor sites to get an idea of the keywords they are targeting. We combine our experience and specific software to analyse competitor sites. Note that while this can be a useful source of additional keywords, the fact that a competitor is targeting or ranking for a particular search phrase doesn’t mean it’s a valuable one to go after. They may well have it wrong!

3. Keyword research tools

We use a wide range of keyword tools to determine the level of searches and competition for each keyword on the list and to identify additional, related, niche keywords. There are a number of keyword tools available, some of which are free (and which many SEO companies rely on), but we have invested in the best.

4. The Final List of Targeted Keywords

Once we have reviewed all potential keywords for numbers of searches and competing sites, we analyse all the data and remove from the list those that don’t have sufficient search volume or possibly have too much competition to warrant targeting in a given time frame. We also check for ambiguous keyphrases which may look appropriate but wouldn’t drive you relevant traffic. We also consider the geographical aspect of the audience you wish to target.

We recommend keywords to target across your existing site and recommend additional areas of content to develop which target other keywords and phrases.

5. Planning Keyword Strategy

During this final stage we decide how to target identified keywords across the site. Generally speaking, each page should only target a few keywords (but cover long tail search terms), so we plan a strategy to cover as many recommended keywords as possible across the site as a whole, while avoiding losing the impact of any single page by trying to target too many phrases.

At the end of our process we’ll give you a detailed keyword research report of recommended keywords and a targeting strategy for them, in addition to the core data from the keyword research.

* long tail phrases are more targeted, specific phrases. They may have less competition and far fewer searches, but visitors who do use the term have a better intent and are more likely to convert. For example, a copywriter writing content for optimised websites might achieve good results from targeting ‘copywriting for SEO websites’ rather than just ‘web copywriting’.

Keyword research: the benefits

Utilising keyword research is absolutely essential for the success of your marketing efforts, without it you really are flying blind. Here are some of the key benefits of carrying out keyword research.

  • Discover the most common keywords related to your service or product that users are searching for.
  • Optimise your blog and news posts to answer the questions your customers are asking.
  • Identify long tail keyword opportunity relevant to your service or product.
  • Utilise relevant keywords to drive more relevant traffic to your website.
  • Increase conversions by ensuring find your website through your chosen keywords.

 

Keywords: what not to do

If you are carrying out your own keyword research, here are a couple of mistakes that may be damaging your web marketing efforts:

  • Selecting keywords that don’t reflect how your target audience actually search (avoid industry jargon).
  • Aiming for keywords that are unrealistic to rank for due to competition.
  • Picking low competition keywords that aren’t relevant to your business just to rank.
  • Ignoring the long tail keywords relevant to your business..

In addition, you can expect some severe turbulence if you still utilise any of the following keyword ranking methods on your website:

 

  • Keyword ‘stuffing’ –  filling your website with the same keywords over and over again in the hopes of ranking.
  • Keyword ‘cloaking’ – hiding keywords from search engines, often done by presenting different content or URLs to human users and search engines.

How can we help?

Keyword research is not a once-only activity. Rather, it is a key and integral part of ongoing web marketing. We regularly review keywords for our SEO clients, particularly niche keywords, to ensure their site continues to make the most of the search terms their target audience are using.

Unsure which keywords will reap you the best rewards? Not confident you’re using keywords correctly? Call us now on 01793 766040 for a no-obligation discussion.

Why not ring us for a no-obligation chat

Tell us what you want to achieve and we’ll tell you how we can make it happen. Telephone: 01793 766 040

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