Keyword Research

Keyword research is the process of determining which keyword phrases people are using to search for the products or services you offer. Keyword research also involves determining which keywords are most relevant to your website: there is a big difference between optimising a website for keywords that are currently bringing traffic to your website and optimising for keywords that are better suited for your website.

Keyword research is a relatively complex process that requires multiple tools to provide quality keyword phrases and data on their relative popularity and anticipated effectiveness. Conducting keyword research should be the starting point for anyone interested in SEO for their website. Because SEO is a process, there are no guarantees of immediate success. But we will guarantee that without conducting effective and thorough keyword research, subsequent efforts at optimising a website or webpage for search engines will be far less effective. At SEO Technocracy we have the right tools and experts to get the job done effectively and efficiently.

How Our SEO Keyword Research Services Work

Our approach at SEO Technocracy begins by capturing all potentially relevant keyword phrases and then, through application of a variety of filters, whittling down that keyword universe to a final set of target keywords calculated to provide the biggest return. Factors we consider include:

  • Target Audience Demographics. Understanding the characteristics and search behaviors of your target audience(s) is important for selecting keywords that attract the attention of highly qualified prospects.
  • Competitive Keyword Research. Sometimes, the smaller volume phrase is more promising. A smaller competitor vying for organic ranking position for a phrase being targeted by major players may not have the budget to compete.
  • Long Tail Search Terms. Long tail keyword research identifies lower volume phrases with high conversion probability and/or high conversion profitability. For instance, only a handful of users may search for a particular type of overhead crane – but if each sale represents $1 million in revenue, it would be well worth targeting.
  • Relevance. The phrase “employee benefits seminars” may generate a lot of volume, but if a human resources outsource firm does not conduct seminars, it may not be worth targeting, since it can’t help users looking for this service and thus does not align with user intent.
  • Search Volume. A phrase generating 40,000 monthly searches is likely to be much more promising than a similar phrase generating 4,000 monthly searches.
  • Specificity. The phrase “packaging” has enormous volume, but it is too broad in meaning to attract relevant searches. In contrast, a phrase such as “buy packaging boxes” has considerably less volume but extremely high relevance and user intent strength.
  • User Location. If 35,000 of the 40,000 monthly searches for a given phrase are from international users and your company sells only in South Africa, it is probably not worth targeting.
  • Local SEO Keyword Research. Keyword research for organisations serving local markets requires a separate methodology and one in which we are very experienced.

How does keyword research affect your SEO campaign?

Keyword research is a key element in defining:

  • the strategy of your SEO campaign
  • how you define and promote your services
  • the level of work required to rank well against your competitors

At the end of the keyword research process, we’ll provide you with a detailed report that includes an executive summary of our findings, our recommendations for keyword phrases to optimize your site for, supporting data, analysis of the data, and suggestions for next steps.

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