Keyword Research and Development / Content
Strategy Planning

Keyword research in SEO can best be described as the foundation of the entire campaign. With that, this aspect is the most important: if you miss the target here, you will have wasted months and months of optimization work only to realize that you are either targeting keywords with too little volume to rationalize the associated cost or you are attempting to reach keywords which are too broad or competitive.

Once the keyword targets are established, it is necessary to determine how the keywords will be focused on each page. The homepage of the site cannot focus on all of the keywords as that will create a diluted keyword focus and will usually not be successful. Depending on how competitive the keywords are, a proper number of keywords per page, their association to one another, and their distribution across the pages will determine how successful the keyword strategy and the SEO campaign will be.

The next step in the process is to develop a content strategy around the focused keyword grouping. This content will include a wide variety of informational, service, product and article-type content. Throughout these processes, it is vital to remain on topic and make certain that the keywords on the page are in line with the content and are supported by the navigational structure, outstanding text on the page and inbound link development.

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