Learn how to define your search engine optimisation keywords

Keywords are how visitors find your web site and optimising for unsuitable words and phrases can have a direct impact on the campaign’s ROI. If you’ve previously run a PPC or paid search campaign, choosing suitable words and phrases will be easier as advert stats will show which keywords produced the most clicks and the most sales. These words and phrases should be at the top of your SEO keyword list as they are the ones proven to bring targeted, relevant traffic to your site.

You’ll also need to consider keyword competitiveness and ensure that you are using both short and longer tail keywords in your search engine optimization campaign. Both types of keywords must feature in on page optimisation and offpage optimisation so should accurately reflect your brand. Having very broad keywords will limit the effectiveness of a campaign initially as results will be harder to come be. To circumvent this, think around the topic and include more specific versions of that keyword. These will generally be slightly less competitive, meaning you’re more likely to appear higher up in the search engine rankings sooner. If your broad keyword is ‘bed’ for example, you can refine this and make it easier for your search engine optimisation team to work their magic by including specific types of beds you stock. This may then lead to keywords such as ‘wooden bed frames’.