Keyword Research & Optimisation

With over 90% of all new visitors to a web site coming from one of the threee primary search engines Google, Yahoo, MSN, it is essential that you implement a search engine optimisation marketing campaign that allows customers to find your web site.  While most web site managers recognise the importance of a top search engine ranking for their business, very few have the search engine optimisation and marketing knowledge (or required resources) to ensure their web site is ranked above the competition. 

Keyword Research is terribly important in the initial (and ongoing) stages of your online marketing strategy. 

With Xanthal's Keyword research & Optimisation outsourced marketing services, you now have the choice of outsourcing this task to a leader in it's specialist field.

The initial stages of our work with clients often involves exactly this - keyword research and optimisation.  We analyse our client's business, along with their products and services, to understand how their potential customers search for and find them on the internet.  We then plan and implement the agreed keyword strategy.  This ensures that clients are focusing their web site and search engine optimisation on the exact terms that will bring then business.

For example, consider how people search for cheap air fares on the search engines..... “low fares” is an airline industry term (121 searches predicted at time of writing); however, “cheap flights” is a term potential customers will use (8,057 searches predicted per day). It is obviously far better to use the terms that customers use, rather than the terms you might use within your industry.  The details provided in this example are taken from a document published by one of the main Keyword Search Engines, Wordtracker.  The complete document can be downloaded from the Wordtracker web site or by clicking here.

Xanthal's Keyword Research and Optimisation comprises three main steps:

î DISCOVERY - Our first step is that we work with you to research for and find as many keywords as possible relating to your business.  We use your web site and those of your competitors.  We use online tools (such as Wordtracker (and there a number of others) to speed up the research process.  However, the most important aspect of this part of the process to work with you to ensure that we understand what your business, what you are selling or promoting, what terminology YOU use when discussing your business as well as ensuring that we use the terminology that your customers would use and, finally, map this process to how people (potential customers) would use Search Engines to search for your offerings.

î RETURN ON INVESTMENT ANALYSIS - Your business may have literally hundreds of keywords associated with it.  We therefore work with you to fully understand which of these terms and keywords are of most value.  As we implement an pay-per-click or Search Engine Marketing plan, then this focus on a smaller list of keywords is imperative, as you might be paying for certain keywords.  We therefore will quickly need to find and use the the most valuable keywords for your Web site. This will include finding both generic keywords (one that are most widely searched for) and competitive (which may have less throughput in terms of clicks but will produce far greater "per click" conversion rates.

î COMPETITIVE ANALYSIS - We analyse the strength of competitors for potential keywords. Competitive factors include how attentive sites are to optimisation issues and the number of relevant inbound links they have received.  We incorporate our findings into the keyword and keyphrase strategy, as discussed above.

Click here to find out more.