Keyword Research
 Keyword
Research is simply choosing the right mix of words
that accurately describe your product or service which
are most likely to be used by potential customers.
This is the most important and challenging step in
the entire optimisation process.
The selection of the correct keywords is one of the
most important techniques for achieving high rankings
in the search engines. The search engine looks for
the keywords entered by the user while performing
a search in the database and then generates the results.
Selecting the most appropriate keywords or keyword
phrases is ultimately the key to successful search
engine positioning. If you're not targeting
the right keywords and phrases, then even the best
rankings are of little value.
Selecting keywords is a balance of choosing
phrases that are relevant to your website, are sufficiently
popular search phrases to warrant targeting (i.e.
people are actually using these search phrases) and,
where possible, have a low number of competing sites.
The ideal scenario is finding a keyphrase that
is relevant to your site, often searched on, but for
which there are few competing websites.
The reason for targeting keyword search phrases rather
than single keywords is because this is how real people
search. Single keywords generally are not specific
enough and return far too many results.
For this reason the majority of searches conducted
consist of a phrase made up of 2 - 4 words. A phrase
consisting of several words refines a search and delivers
more specific results.
These keywords/keyword phrases are the words and phrases
that our research and analysis will determine are
your strongest and have the most potential for reaching
new clients.
We will also suggest areas where we believe the creation
of additional copy will bring in more traffic to your
website based on the keywords/keyword phrases we have
found.
The Keyword Research exercise is traffic optimisation,
not traffic maximisation. In a nutshell, a good Keyword
Research helps in bringing qualified traffic to your
site that leads to high sales conversions, by being
focused and targeting specific search terms.
This Keyword Research consists of a variety of inputs,
both qualitative and quantitative, both creative and
analytical. Keyword Research plays a crucial role
in assuring that your prospective customers will find
you when they are looking for your specific products
and services.
Keyword Research is done keeping relevancy and popularity
as primary factors, while keeping competition as the
secondary factor. Relevancy would give the closest
association of the keyword with the product/service
to be promoted. Popularity is the high usage of the
keyword/keyphrase for searching for the product/service to be promoted. Competition is the number
of websites listed in the results page, when searched
with the keyword.
eMarketing UK shall ensure your site is optimised
for the most appropriate keyword phrases.
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