Keyword research and SEO performance

Here at Pumpkin Web Design, we provide dedicated web design and web marketing support for clients across the region. From Preston to Chorley, and Blackburn to Wigan, we are the professionals you can count on. One of the big aspects of the web marketing we provide is SEO, or search engine optimisation. This means optimising clients websites for search engine results, using a range of strategies, including keywords. But what are keywords, and what is the relationship between keyword research and SEO performance?

What are keywords?

Keywords are used within the written content and the structure of a website, to improve the overall ranking performance for relevant searches. There are different types of keywords you can use, which are generally split into long tail or short tail keywords. For example, a local mechanic might use the short tail keyword “MOT Preston”, and the long tail combination “How often does my car need an MOT”. These keywords both mention the same topic, and by writing relevant and original content, and using authoritative backlinks to discuss these keywords, the website should rank highly for answers.

As you can see, the short tail keywords are focused more on people at the end of their buying journey. People that are looking for professional service providers they can trust. In contrast, long tail keywords are targeted at interested search parties looking for more information. Using a combination of both keyword types to influence content creation, companies can raise their online profile and notice more traffic, with the potential to convert.

Keyword research

Using these different types of keywords is a great idea for any company. This is because it taps into the language and terms that potential buyers will use to search via a search engine. However, you cant simply pluck keywords out of the air. Instead, it is much more cost effective to research your keywords before using them.

Keyword research involves a range of methods. You can:

⦁ Check out the content your competitors are creating and write along similar topics. After all, they’ve probably done the keyword research already, right? Well, possibly, but its a bit of a risk. If they haven’t used effective keyword research, you could be wasting time and money.

⦁ Use a keyword research tool that can suggest possible keywords for your business. This is a good idea although its not just the keyword you need, you also need to know the performance of the suggested keyword.

⦁ Use a full keyword tool, like those provided by Google Analytics, to show the highest performing keywords for your business area.

Making an informed decision about the keywords you use can have a positive influence on your websites performance, and your company as a whole.

For more information about keyword research and SEO performance, or for professional web marketing and web design support, get in touch with the experts here at Pumpkin Web Design today.