Constructing a Search Engine Optimization (SEO) campaign without the imperative research that is required from keyword research will ultimately lead to failure. By conducting keyword research through the use of the Google Keyword Planner, or any other major keyword researching software, an expert SEO consultant should then be able to start their planning. The plan would then consist of, how the pages of the website should be constructed, the titles and targeted keywords for each of the pages, along with the meta description and meta keywords for each. Although this information can be adjusted over time, it would far better to get the research right in the first instance to avoid duplicating work in the long run.
When you search in the major search engines, Google, Yahoo or Bing you are giving them phrases for items that you are looking for and it is their job to provide you with the most relevant and useful information for the search term that you have entered. Say for instance a person is using Google and they are searching for a scaffolding company based in Essex, actually they might only be interested in searching for a company that is based in Southend, Essex, they will most likely search for a term such as “Scaffolding Essex”. It is not likely that they will be searching for a term called “ Can you tell me where the best scaffolding company is in Southend, Essex please?”
Google and the other search engines are smart enough to understand that the person is looking for a scaffolding company in Southend and will provide website and other website properties that have been optimized for the term “scaffolding Southend”.
Now, hypothetically speaking, if you’re a scaffolding company and you were based in Essex and your areas of coverage were generally the South East of England then you would want to have a website based around the geographical locations that people are searching for. For instance, you would want to have a page that is targeting the term “Scaffolding Southend” for people that are searching within Southend and searching for scaffolding, as well as the other major towns in Essex. It would also be useful to have a specific page dedicated to the term “scaffolding Essex” on the website to capture more traffic and leads for your business.
But say if you are based in Southend and you now want to find an SEO consultant to help you research, plan and correctly build out your website – how would you go about searching for that company? Well, the obvious way would be to search in Google for the term ”SEO Southend” as any reputable SEO company should have their own company listed high in the SERPs for a term that they themselves ought to be targeting.
The Southend SEO consultant should be aiming for the use of the keywords only once, perhaps twice in the content of the page, and the keyword or a synonym of the keyword in the meta title, description and keywords. Any more than that and it could appear to Google that they might be over optimizing the page for a particular keyword and then the website might get penalised.
There used to be a time when SEO specialists were able to place the main targeted keyword numerous times on the content and in the metadata, to an extent that the page would not really ‘read’ that well for anyone reading that web page. With the introduction of search engine algorithm changes that occurred from 2009 onwards, especially Google Panda. That ‘over optimisation’ of a particular keyword term is not permitted now.
One last thing to remember when conducting any sort of keyword research is to really think “what would a person actually be typing into the search engines when searching for the services I supply?” It is important to get the keyword research right, before starting a campaign of any kind. That way you will convert more traffic into customers for your business and not leave the traffic returning back to Google to another website to look at.