Research is something that should be done before the start of any search engine optimisation campaign. Without researching which direction you want your campaign to go in, you could be targeting the wrong audience, using the wrong keywords for your business and linking to completely irrelevant websites. So, before you begin your search engine optimisation campaign, it is a good idea to brainstorm what you want it to achieve. By determining this, you can be sure that your efforts are all going towards the same goal, giving your campaign the best chance at success.
It is a good idea to begin with defining your target audience. This is probably ingrained in your company anyway, but if your website operates in a separate area from your business then this may change and should be looked at in great detail before beginning your seo campaign. Along with your keywords, this will affect the type of content that you put on your website, as this should be tailored to the audience that you are writing for. You should consider the age of your audience, their sex, location and typical needs.
Keyword research is something that is vitally important in an seo campaign. If you choose the wrong keywords, then your campaign will not work because you are not targeting the right areas to begin with. You should choose keywords that people already frequently search for and that are most appropriate to your target audience. The Adwords Keyword Tool, amongst others, can help to determine a list of keywords as this gives the search volumes of keywords for the previous month, both in the UK and worldwide. You can then predict from these figures the keywords that will be most popular going forward.
Linking to other websites and building a linking profile is also an essential part of any seo campaign. This helps the search engines to trust you, as the website linking to you is making the decision to do that, indicating their respect for you. Your linking profile is really important because you are associating yourself with other websites – if they do something to tarnish their brand, this will have an indirect effect on you, and your brand will become less reputable in return. So you need to take the time to research these websites to ensure that you are linking with reliable people, who can really help your brand grow, rather than have a negative impact on it.
It is important to evaluate your keywords on a regular basis, in accordance with the needs of your target audience, emerging trends in search and industry trends. For instance, at Christmas time you may want to tailor your keywords to include the word ‘Christmas’ if this applies. SEO is an ongoing process so research should be carried out continuously to ensure you have the best campaign possible for your brand.
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Posted by Sarah.
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