Keyword Strategy for Search Engine Optimisation
Keyword strategy is the most important part of SEO and targeting the correct keywords is vital in optimising a website.
Keyword research includes:
- Understanding your target audience
- Studying your competition
- Short listing keywords based on keyword relevancy scores
- Identifying ranking competition for each of these keywords
- Calculating approximate link building support required per keyword
- Recommending keywords for final selection based on ROI calculation
We recently did some keyword research for a prospective client and the pie chart below shows the percentage of traffic received during July 2007 for certain phrases.
A significant amount of traffic comes from the ‘long tail’. These are phrases that are less searched on yet are proportionally more valuable per visitor. The diagram below shows an example for the keyphrases
- air compressor
- 12 volt air compressor
- Air compressor part
- Air compressor oil
- Industrial air compressor oil
- Air compressor supplier
Notice the ‘long tail’ of smaller searches; these are more purchase-oriented and therefore offer a much higher return.
Long key phrases are subject to much less competition and should be easy to get to the top of the results. However, a high placing for a phrase such as “Pneumatics complete compressed air solutions in the South West” will not have the same effect as coming top for phrases such as “compressed air solutions”. The chart below shows how the number of searches reduces drastically for key word phrases containing 5 or more words. So, realistically, very few potential customers would type in a 9 word phrase like the one above. Effective search engine optimisation is about optimising for keywords and phrases that potential customers are most likely to use when looking for products or services. This is where the expertise and experience of a search engine optimiser like Phil Yarrow Consulting comes in .
87.56% of UK searches use Google, so selecting your correct keywords and coming top in Google is vital. Little or no presence in search engine results is very bad for any company’s online credibility.
The amount of Search Engine Optimisation required varies according to the degree of competitiveness for the keywords selected and a client’s precise requirements.
Would you like to get your website to the top of the search results? Make a start NOW by contacting us or ring us on 0800 082 7010 to arrange a FREE no obligation consultation and receive our 20 Top SEO Tips.
Written by Martin Boulton
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