step in any search engine optimization effort is to
conduct detailed keyphrase research and competitive
intelligence. This is a crucial step and is skipped
over by many firms, who simply take the word of the
client. It is important to remember in keyphrase research
that the client is not always right.
The client's input is
critical and important, but it is not the end all and
be all of keyphrase research. The point of keyphrase
research is to discover the keyphrases the client hasn't
thought of, and to optimize for those, as well as the
client's suggested keyphrases. Typically, a client may
only be aware of a small fraction of keyphrases relevant
to their business. As the goal of search engine optimization
is increased traffic and, presumably, sales, keyphrase
research allows us to ascertain additional, high traffic
keyphrases which people are actually searching for
on the search engines.
But how do we know this?
We use a real time database of Internet search engine
queries provided by Keyword
Discovery. This is the keyphrase research tool of
choice by industry experts. This database of real search
engine queries allows us to examine keyphrases related
to the client's suggested keyphrases, and discover those
hidden gems which have high search engine query volume
while at the same time have gone largely ignored by
Don't worry, we are
not saying we will only optimize for "long tail"
keyphrases for which nobody is searching. We will optimize
for the keyphrases you ask us to. But, we will also
optimize for additional keyphrases which are likely
to generate a large volume of traffic to your site.
The keyphrase research provides a useful tool for generating
quality search engine traffic to your site in a relatively
short time period, while we work on the more difficult
As an example, let us
use the term "search engine optimizaton".
It is one thing to optimize a site for that term. It
is quite another thing to optimize for "search
engine optimization austin texas". And quite another
thing still to optimize for "search engine marketing
firms". So, while a client might come to us with
a suggested keyphrase, we will optimize for that keyphrase,
as well as others that may have been missed by the client.
This results in maximum visibility for your business
over the spectrum of search engine queries performed
by your potential customers.
Once the keyphrase research
is completed, we begin the process of competitive intelligence.
We want to discover what your competition is doing,
so that we can do it better and beat them. This is a
process by which we examine various keyphrases, who
is ranking for them, and most importantly why.
We look at a number
of factors in our search for the "why". We
look at on page optimization factors as well as external
factors such as inbound linkage and the nature of those
inbound links. Once we are armed with this sort of competitive
intelligence, we develop a powerful search engine strategy
designed exclusively for your business. In other words,
we beat the competition at their own game. We do everything
they are doing, plus things that they are not doing,
to get you to the top of the heap.