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Keywords are those words or phrases that you use throughout your content that enables the searchers to locate your site in search engines. Having the right keyword research is one of the most important tasks – if not the most – for your campaign, for search engine optimisation.

It’s extremely vital to understand which keywords you will use to make your website rank higher. The keywords will be the key to driving traffic to your sites and can make or break your ranking in search engine results.

Below is an example of a site that is only 2 months old. Because we researched the keywords and phrases potential customers are using to find similar services we are already getting targeted traffic to the site.

Once the keywords are chosen, ensure that the users will see information about these topics. If keywords are too competitive, use long-tail keywords instead (i.e. those with two to five words) so it’ll be easier to rank. Longer keywords mean less competition for those phrases in search engines.

A common question I get asked is how can I rank for X. Now X may be the most competitive keyword in your market so it will be highly competitive and will take a serious investment of both time and money to get your website to feature in the results and make the ROI work. If you look at this in a different way you will still get the same results but without the major expense.

Let’s look at the following example to see how you can still get results without fighting battles with the big guys.

Keyword X has 10,000 searches a month Globally, its a very competitive market and has some of the biggest companies featuring in the results. These companies may spend hundreds of thousands of Euros on SEO to get these results because they know the value it brings to their business if they are number one. To go after this keyword phrase will take time and potentially a lot of money.

Now let’s look at an alternative. Keywords X1, X2, X3, X4, X5 each net about 2000 searches a month globally and are far less competitive. There are some very small niche style websites in the results and we know straight away that we can get you ranking with only a percentage of the work required compared to the 10,000 a month keywords.

The end result is you still get the same amount of traffic to your website from people all looking for the same thing they are just looking for it in a different way. This example alone is why keyword research is so important to your business. Far more than you might ever think. Without the right keyword strategy, you are going to fail.

With years of Data and Analytics knowledge backing our team, we can find these high-value low competition keywords for you.

By building a web content strategy around these keywords you are going to get your information in front of the right people every time.

You’ve always heard that ‘content is king’. This is also critical to the success of any SEO strategy. Search engines somehow understand when your site has great and reputable content. Keywords scattered all over won’t help if your content isn’t good. What you need to do instead is create content that’s not too complicated, brief, appealing and valuable.

Having good quality content on your web pages won’t only help you rank higher but also create positive experiences for your readers. Content comes in different shapes and forms; ensure that your content helps educate your customers. By doing so, you’ll become an authority which in turn will lead to more traffic coming to your site.

Another thing to consider is this. If you provide relevant and valuable content to your readers they are more inclined to come back to your website again, share your content via one of the Social Media channels which will result in more visitors to your website or because you have provided value you have a much greater chance of converting them into a customer where you have the ability to generate long term and repeatable sales.

Social media is present in SEO as well. Most content websites today are community-oriented, hence it’s best to create a well-known presence on social media sites such as Facebook, Twitter and Pinterest.

Consistent blogging, on the other hand, is a good way to produce optimised content. Producing fresh content from time to time will make you relevant in Google’s eyes. You can share your posts on social networking sites, and being active in social media will send signals to search engines that such sites have both influence and authority.

You should not underestimate the power that Social Media can have on your business. 80% of buying decisions today start with a web search, a customer getting a referral from a friend on social media for a product or service does most of the work for you. The customer in this instance is getting validation from a friend that your product or service is good and therefore will be more inclined to avail of your services in the future. Free marketing at its best.

Backlinks are hyperlinks that connect a web page to your own site. Google will come up with your page rank in relation to the quantity and quality of these backlinks. But of course, quality still favours quantity.

Create the best possible site, so that people will talk about it, and will share your content as well as put links that lead to your site. Have newsworthy content and graphics that influence bloggers. By doing so, more backlinks will be produced.

A word of warning about backlinks though do not under any circumstances go out and buy them for your website and make sure whatever SEO you decide to use does not participate in this practice either. A recent update almost annihilated a lot of online businesses because they were using this strategy to rank their websites. More on this later

Other minor components also play a part in SEO.

Meta tags play an important role in optimising search engines. Entering a keyword in a search engine will provide results and indicate how the keyword is reflected on the page. Search engines such as Google will look at the title and see its relevance on the said keyword.

If you think images aren’t too useful, then think again. Some consumers look not only in the site’s content but also in the images inside them. Quality images that contain relevant keywords will also help your site rank well in the results’ page. Just look at the success of any of the newer style news websites. It’s all about images supported by some text. By using images you are giving your users that ability to share interesting stories with their friends on Facebook or associates and business colleagues on LinkedIn or Twitter. Sometimes it only takes one picture to get a website noticed because it has gone viral. I have experienced this in the past on another website where a single post attracted over 20,000 hits in a single day. Imagine if that was your website.

Mobile optimisation is also a huge factor, as Google states certain sites might be penalised if it’s not too mobile friendly, hence will have lower page rank.

An SEO audit should form part of every seo services engagement. Not to be confused with a company audit, this is designed to benchmark your site against all competition in the top results. It will also provide a baseline for all the work required to get your site performing at the top.

Local SEO is hugely important to a company with a shop or building offering customer facing services or products, because they rely on customers walking in the front door of their company to make a purchase.

Country-wide seo services rely on a broader set of rules. Take Ireland as an example. If you want to sell products and services across the country or even abroad then you need to optimise for much more.

Keyword rankings will be uncovered during an audit and this process should be repeated monthly to track progress. Any professional seo company will do this automatically as they have a suite of tools to do it on auto-pilot.

If you are utlising link building as part of your seo services then a report will be required to track existing links, but also new link placements and success rates per campaign.

A full technical SEO audit is always a great starting point. This gives you a baseline to track the results from day 1. Any good SEO agency will always start with this. It keeps everything transparent and allows for more concise reporting.