Keyword Research & SEO

By now most people with business websites are aware that it’s not a case of building a website and leaving it there. You have to constantly review, re-new and add content to the website to keep visitors and search engines coming back for more. A regularly updated site will boost your SEO, attract the attention of the search engines and keep your pages indexed. Having a company blog is a convenient way to add more content to your site and gives you the opportunity to write articles on a wide range of topics without having a complicated navigation system.

We have talked about content strategies before on our blog and how they can feed your whole digital and communications plans but with the need to generate so much content how do you prioritise?

The first step is to think about the sorts of things you want to be found for, make a list and then with the help of an on-line keyword research tool look at each phrase in turn. We use Google’s Keyword Planner Tool. Whichever keyword research tool you use, it should be able to provide you with a list of similar or alternative words. You can use these to expand on your initial list to make sure you cover the terms that people really use to search and not just your industry jargon. They will also tell you how often people search for that term and what the level of competition is.

Categorise your keywords

Once you have got your full list it’s time to prioritise them. The easiest way is to export them into a spreadsheet and sort your lists in terms of numbers of searches and the level of competition. Then divide your keywords into a number of categories.

  • * High number of searches, high competition – effort better spent on lower competition terms
  • * High number of searches, low competition – the terms to start with
  • * Low number of searches, high competition  not worth the effort
  • * Low number of searches, low competition – add these to your target list, while not that many searches, you might as well take advantage of the low competition


Now those terms with loads of searches, the ones that you would really love to rank highly for, are so tempting but with high levels of competition, unless you have limitless resources you are better off targeting some of the easier terms. Once you are generating lots of traffic and ranking well for the easier terms then maybe aim for the top terms but in the meantime start writing for the easier terms.

Once you have your prioritised list you can use it to form a content or blogging strategy that not only will be engaging to your readers but will contribute to your SEO strategy too.

If you would like help with your digital marketing or creating a blog please do get in touch.


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Content MarketingDigital Marketingweb marketing