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.

What's the reason for keyword search phrases?

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.