Why are keywords so important?
For marketers seeking to improve visibility in the organic search results, the first step is to identify the search queries used by the target audience in a specific market. By conducting thorough research over a variety of sources to identify keywords which are relevant and have as high traffic as possible, a set of strategically important keywords can be determined and form the basis of all on-page and off-page website optimisation efforts.
All research is conducted by an experienced search marketer and native speaker of the target country. This blend of technical, marketing and linguistic skills is the most effective method of discovering relevant keywords and is something that cannot be achieved by applying a translation process.
The outcome of the research will be a report that shows a categorised list of keywords and corresponding data, such as average local or regional search volume.
Once we have conducted the keyword research, we will move on to keyword mapping. Keyword mapping is an essential process that decides which webpages should be associated with your strategically important keywords.
Clarifying which keyword should be associated with each URL can also serve as a guide for further optimisation tasks, such as improving webpage content or creating inbound links, whilst avoiding targeting the same keyword with multiple webpages.
This process should be conducted periodically to target new keywords that may have been found via keyword research and to allocate or redistribute target keywords to new webpages. It's advisable to conduct mapping for the entire website or as many webpages as feasible, to avoid targeting the same keyword across multiple webpages.