Search Engine Optimisation is an online marketing strategy aimed at improving the position of a website in the Search Engine Results Pages and, hence, increasing the number of visitors the site receives from search engines. Keywords are words, short phrases or sentences in the content of a website that allow users to find the site via search engines. By discovering how users are searching for products, services or information, website owners can make their own content easier to find.
Keyword research, or researching actual search terms that users enter into search engines, is critical to the success of any search marketing campaign. Different types of keyword are more effective than others, simply because they represent different levels of interest and intent. Brand terms or product terms are more likely to be searched for by users close to making a purchase than, say, audience terms, which are more likely to be searched for by users in the early stages of research. In any case, successful keyword research can help the right kind of visitors to find a website.
Keyword consistency refers to the repetition of optimisation in all the appropriate elements of a particular webpage. The title tag, which briefly describes the topic of the page, is still extremely important for optimisation, but the process should be repeated in the h1 header, the main body copy, especially the first paragraph, and any h2 or h3 sub-headings.
SEO is complex, so you may find that you achieve success faster, and more cost-effectively, by hiring an experienced industry consultant. Billions of pounds are spent annually on search marketing but, by seeking third party advice, you should at least ensure that your own proportion of that spend produces a positive return on investment.
Sources:
The Beinners Guide to Online Marketing Chapter 10, www.quicksprout.com
THE IMPORTANCE OF KEYWORD CONSISTENCY, www.sitevisibility.co.uk
Keyword Research, moz.com
How to do Keyword Research the Smart Way: Targeting Interest and Intent, blog.kissmetrics.com
Keyword consistency refers to the repetition of optimisation in all the appropriate elements of a particular webpage. The title tag, which briefly describes the topic of the page, is still extremely important for optimisation, but the process should be repeated in the h1 header, the main body copy, especially the first paragraph, and any h2 or h3 sub-headings.
SEO is complex, so you may find that you achieve success faster, and more cost-effectively, by hiring an experienced industry consultant. Billions of pounds are spent annually on search marketing but, by seeking third party advice, you should at least ensure that your own proportion of that spend produces a positive return on investment.
Sources:
The Beinners Guide to Online Marketing Chapter 10, www.quicksprout.com
THE IMPORTANCE OF KEYWORD CONSISTENCY, www.sitevisibility.co.uk
Keyword Research, moz.com
How to do Keyword Research the Smart Way: Targeting Interest and Intent, blog.kissmetrics.com