Keyword Research is by far the most important aspect in any Search Engine Optimisation initiative. Keyword Phrase Research is a process of selecting the â€œoptimumâ€? keyword phrases that will bring relevant visitors to your site. Even if you achieve high search engine rankings, you may not get relevant traffic if you select the wrong keywords (i.e. if you are an Irish law firm, do you want to target people who search for â€œAttorneyâ€? or people who search for â€œLitigation and Dispute Resolution Irelandâ€??).
The keyword research phase will consist of i) discovering keyphrases, ii) analysing keyphrases, iii) selecting keyphrases and iv) deploying keyphrases.
The discovering keyphrases phase will consist of combining existing keyphrases with ones gleaned from the site logs, competitors websites, and the target audience review and analysing them using tools like WordTracker and Overture to expand the list to include all possibilities.
In the keyword analysis and selection phases the keyword list will be refined based on factors like competition for particular phrases and PageRank to produce a focused list of 15-20 keyphrases.
Focused key phrases not only give your site a better chance to rank, they deliver highly targeted traffic resulting in higher traffic to client conversion ratios.
The keywords should be deployed on the site carefully to maximise their effectiveness (positioning the keywords optimally on the page, making use of H1 tags, etc.) while avoiding over-repetition of keywords on a page (might be interpreted as spam by the search engines). Also, devising individual customized keyphrase strategies for each page on your site will be vital to your projectâ€™s success – to this end, ensure you include your keyphrases in your page titles and page descriptions.