The Marketing Process: How we do it. (Back to Introduction)
Stage 2 - Keyword Analysis
This is perhaps the most critical stage. The consequences of targeting the wrong keywords include:
- Getting to number 1 on a term that nobody ever searches on. End result = no traffic.
- Ending up on page 6 (or worse) of the results because every other business is trying to do well on that word. End Result = no traffic
- Getting to number 1 on terms that aren’t relevant to your site. End result = traffic but no sales.
We will carry out in-depth analysis of search behaviour both globally and, if required, within specific target countries or languages.
From an initial list that we will draw up with you, we will develop a list of hundreds or sometimes 1000s of keywords. We will look for sub-terms as well as lateral variations. For example, if you give us the word “trainers” we will bring back sub-terms
such as “trainers uk” and “trainers shoes”. Going laterally we will also think “training shoes”, “foot wear”, “running shoes” and
“sneakers”.
Once we have a complete list we will then analyse each term on the basis of the three main criteria of search frequency,
competitiveness and relevancy. From this we will identify terms with the potential to bring you sales.
Next: Stage 3 - Site (Re-)Development
Previous: Stage 1 - Goal Setting
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