Effective KeyWord research is a crucial requirement to achieve good Google rankings

Why are KeyWords important?

For many markets there can be hundreds, thousands or millions of web pages competing to attract your target prospect. Given Google's dominant position, it is very important to achieve high Google rankings to attract as many web leads as possible.

KeyWords are words or phrases that help search engines like Google to index your website. The challenge is to identify which words your target prospects are likely to type into a search engine when searching for your product or service.

Many companies fail to do this research and go straight to search engine optimisation of their existing content, which means they could be optimising for the wrong KeyWords.

Criteria for choosing successful KeyWords

Successful KeyWords are:

• highly relevant to your product or service
• have relatively high search volumes (high demand)
• have relatively low competition (low supply)
• reinforce your brand thought

Tools are available that can help with the first three points but the fouth point requires input from an experienced marketer. Getting a good Google ranking is one thing but if the page content is not compelling once your web lead has been attracted to your site, they will be unlikely to convert to a customer.

I often find a number of KeyWords may have similar scores for demand and supply and use my 20 years marketing experience as an additional filter to choose the KeyWords most likely to reinforce the brand thought and be compelling to the target prospect.

Applying the learning

Once the KeyWord research has been completed, the can be applied to search engine optimisation and other strategies (such as blogs, podcasts and social marketing) to enhance your Google rankings.

Need help to improve your KeyWord research? Contact me...