Keyword Research Services
Finding out how people use search engines and the kind of keywords they use is essential to the process of search engine optimisation (SEO). By identifying keywords that potential customers might use to find your site, Assertive Media can help you create a content and link development strategy that works for your site.
Keyword research is an important foundation of the SEO process, and will show us what people are currently looking for when they arrive at your website. We can then make suggestions of potential search terms that might currently be overlooked, and help your pages rank higher in search engines when people look for these terms.
The right keywords are the keywords that are going to “convert” or keywords that will deliver results towards positive business growth be it turn over, enquiries, online revenue, brand awareness etc. Finding the right keyword is an intensive and specialist process which is where we can help.
Enquire About Keyword Research
What are SEO keywords?
What are SEO keywords
Keywords are the terms that people type into search engines that are then matched to terms on your website. If good keyword research has been carried out, then the keywords that people enter into Google will closely match those on your website, helping you climb the search engine rankings.
See also: what is SEO
Why is keyword research important to my business
Why is keyword research important to my business
Around four out of ten SEO campaigns fail in the early stages because of a lack of proper keyword research. The keywords you currently use may be too niche and specific, or might be too vague, meaning you slip down the rankings.
Using the right keywords also helps with conversion rates, as the right customers land on your webpage and are more likely to buy a product or make an enquiry. It can also help with brand awareness, as being high in Google’s organic search rankings will establish your business as a major competitor. Keyword research also helps you keep bounce rates low by ensuring the right customers visit your site, and can help maximise time spent on your site.
Do you use Google Adwords?
Do you use Google Adwords
Google Adwords is a popular platform for carrying out keyword research, but it’s often inaccurate. The team at Assertive Media use a variety of keyword research tools, and add the human touch to keyword research, so we can identify short and long tail keywords that are relevant to your site. Some of the tools we use include tools with existing data such as Google Analytics, Google Webmaster Tools and any 3rd party tracking tools.
By carrying out keyword research, we can create a picture of keyword traffic and identify the potential for converting visitors to customers. Finding these specific terms is much more affordable and cost effective than using a large number of generic search terms, as the visitors who use them are more likely to be searching for your products and services.
Although using platforms such as Google Adwords and using generic terms can help bring in large visitor numbers, it can mean low conversion rates and a high bounce rate, where clients only view your first page before leaving as it’s not what they are looking for. This means a higher return on investment (ROI) for your website. In addition to using keyword research platforms, we will also look at what your competitors are doing, and help you to compete with similar businesses.
How long will keyword research take?
How long will keyword research take
Keyword research usually takes about five to ten hours, and depending on the kind of business you have, we may recommend a review every few months. This may sound like a lot, but it means we can identify the keywords with the highest value to your company, and build a content and link strategy around this.
Because keyword research is such an important part of SEO, we carry it out early in the process to ensure the maximum effectiveness of your campaign. The reason for regular reviews is to keep identifying new keywords based on market trends, and to see how your current keywords are performing. We want to ensure that the right visitors are coming to your site, and that the conversion rate is high.
The time taken to carry out your keyword research will depend on the kind of site you are looking to optimise. Large commerce sites generally take more time than simple websites promoting a service.
Can we suggest keywords?
Can we suggest keywords
While Assertive Media will help you find the highest value keywords for your business, some companies have a list of terms that they’ll want to rank. However, if these are too niche or too vague, then we would advise against using them. We work closely with clients to ensure they’re happy with the final content and link development strategy, and will always give an honest opinion on any keywords suggested. If you want to find out more about keyword research and how it can be used as part of your SEO strategy, then get in touch with Assertive Media today on 0845 299 7642, or fill in our online enquiry form.
Why is keyword research so important?
Why is keyword research so important
Going after the right keywords is vital as it can mean the difference between campaign success and failure. Some 4/10 SEO campaigns on average will fail at the first hurdle if the correct keyword research has not been carried out. Either the target marketplace will be too saturated or competitive, or the keywords will be too niche and are unlikely to generate much web traffic.
Getting keywords right is not only important for online success, but also for brand awareness and development. If a business is to position in organic search from prominent terms it needs to have built up a brand image overtime to maintain successful placement.
Keyword research is important for so many reasons, more than just making sure the right visitors land on your website, but also to keep bounce rates down, maximise time on site and to really engage landing visitors.
Can I do my own keyword research using Google Adwords?
Can I do my own keyword research using Google Adwords
Although Google Adwords is a primary platform for keyword research can also be inaccurate and much of the data is completely unfiltered. Comparing actual website analytical data against what “Google Adwords” claim a keyword can deliver can show the stark differences in keyword volumes and search volumes.
Assertive Media uses a series of keyword research tools and amalgamation processes to generate a far more accurate picture of keyword traffic and conversion potential. It is our job to identify and target powerful, valuable keywords which are rankable within a realistic time frame.
We do not advocate the immediate use of generic, highly competitive terms because of the A) Cost to position and B) the time required to position. Although it may sound counterproductive, going after highly generic terms is often a bad idea for conversion reasons and bounce rates.
For example, A Car Dealership in London may want to rank for “Cars”, but being such a generic term the search possibilities could be endless, maybe thousands of searches are looking for “Cars” to learn about the history, or top 10 models, or maybe “Cars” the film? Unspecific terms although having high traffic potentials are often bad for conversion potential.
How long does keyword research take?
We generally advise at least 5-10 hours’ worth of keyword research to successfully identify high value keywords which can be ranked for within a realistic time frame and that can deliver traffic that is most likely to convert.Speak to Us about Keyword Research
Keyword research however is not always a onetime process, more often than not Assertive Media will recommend a keyword review at the 3-6 month period and at the 12 month period to identify any other potential keywords for the campaign.
Keyword research time can be dependent on the market place / client site theme. A large scale commerce website will require more granular keyword research whilst a generic service website may require less keyword research time.
The keyword research process is conducted early on after the acceptance of SEO contracts.
Can we suggest our own keywords?
Assertive Media will generally ask clients to provide keywords by preference related to the business. With the provided keywords Assertive Media will conduct research to find out what people are searching for in relation to the provided keywords.Enquire about Keyword Research
If there are specific keyword targets and goals that need to be met than we suggest a client provides a secondary list of “Must rank” terms.
We recommend exercising caution when recommending terms, some businesses recommend terms which maybe relevant to the business but not the marketplace. We will always advise against any terms which do not attract sufficient traffic or exposure.
Keyword Search Intent
Keyword search intent is critical for any marketing campaign. Simply picking out a keyword based on search volume or perceived relevancy will simply not work. A big part of successful keyword analysis involves understanding the intent behind the keywords and understanding what the searching audience would expect to see. Our intent analysis is coupled with keyword research and conversion optimisation. We ensure that all of the keywords chosen will fit the existing website profile or planned website profile (depending on which stage of the campaign the business is at i.e on-site changes, new copy being produced etc.).
Keyword Research a Vital Ingredient
Keyword analysis is a key ingredient to any successful SEO or Pay Per Click campaign as well as being the foundation for SEO Packages and Retainers, ensuring keywords are selected based on their traffic and conversion potential will provide a more solid foundation for optimisation. Traditionally, businesses have gone after terms just based on “how much traffic” is reachable rather than “is the traffic completely relevant?” “will the traffic turn into conversions?” “does the traffic carry the correct target audience?”.
Looking at the target market we can quickly identify if the keywords present conversion and traffic value. We analyse websites and their landing pages for each term to cherry pick out keywords which frequently return websites of a similar nature. We know this works because if it works for 5+ results on page 1 it will work for your business.
How we refine our keyword research
We take large volumes of keyword data, and filter it significantly. We don't just export data from Adwords and send it in a spreadsheet, our keyword research is very comprehensive. We refine based on match types for keywords, geo location and target, seasonal trending impacts, keyword to conversion value, it's CPC value, potential conversion against landing page and much much more. You will be left with highly targeted, high value keywords that will generate a positive ROI, and not the usual approach taken by SEO agencies of dumping adwords exports into a spreadsheet and sending it to the client to deal with.
I'm interested in Keyword Research, what next?
If you are interested in keyword research or would like to talk to us about it why not call us on 0845 299 7642 or fill out our online enquiry form and a member of the team will be in contact.
Enquire About Keyword Research
Some more commonly asked questions related to keyword research.
What is a Keyword Tool?
What is a Keyword Tool
A keyword tool is a piece of software designed to provide search volume data along with other metrics including competition volumes, suggested bids / estimated bid prices and more. A keyword tool can be online or offline (desktop software). More than 90% of keyword research is undertaken through Google Adwords.