Features Keyword research is essential to get your SEO campaign off to a good start. A successful SEO campaign will benefit in the short and long term from diligent and extensive keyword research. During keyword research, you need to be aware of the following when deciding on your keywords and search terms:
Branding Perceptions: Large companies have their own viewpoints on how they want their product and/or company portrayed online. Before starting a campaign for a large company, you need to establish their chosen targeted keywords. I would suggest getting a list from the client and asking for terms that they want to be given a preference. Not only can you give them what they desire, but you can also optimize the content for long tail searches. Doing this will not only give you an idea of their chosen demographic(s), but will also give you an excellent opportunity to obtain traffic from further expanding on their chosen search terms. With a smaller, more local company, refining their search visibility with a local search campaign will go a long way to achieving success.
Existing Brands: Be careful when selecting which existing brands to compete against. Whether you're selling brand name items or computer equipment, out of a total 142 million sites online (and growing), you'd be better off spending your time focusing in on a niche area rather than competing with a company whose brand is so predominant.
Generic Keywords: Unless a highly competitive generic search term will bring you a large amount of traffic, it is almost futile even to begin attempting to compete. Instead of doing this, try targeting specifically what is more relative for your site. For example, if you sold shoes on your website, you could target 'women's open toed shoes' instead of 'women's shoes.' This is more likely to achieve a better ROI and attract a greater percentage of customers looking to buy.
Overlooking Geographic Targeting: It should certainly be an ambition of a start-up company to appear in nationwide searches. However, it could be to your detriment if you ignore your local area. Establishing your website as a presence in your local market should be a priority before taking over the world.
Long Tail Searches: Not taking into consideration and neglecting to optimize your content for the long-tail search could see you being left behind in the SERPs. By themselves, long tail search terms may not account for significant traffic, but collectively, they can drive a lot of organic traffic to your website.
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