The importance of targeting the right keywords.
When it comes to SEO, every company is working towards the same goal – to appear in a prominent position in the search engine listings. But is your website ranking for for the right kind of traffic? Are the search keywords or phrases you’re currently targeting actually attracting paying customers?
Developing a clear, purposeful keyword strategy ensures that you’re placing your digital marketing spend into the areas that are going to generate the best return for your business.
We work collaboratively to become an extension of your in-house team.
Marketers and other decision-makers can benefit from asking a third party to assess their choice of targeted keywords because it’s all too easy to miss prime opportunities when you’re fully absorbed in your business. The fresh perspective provided by our consultants during SEO keyword research can open up new marketing avenues – we often identify alternative phrases and long-tail keyword variations that, when combined, can yield as much traffic as the more popular (and therefore more competitive) search terms, if not more.
Ready to take advantage of our expert SEO tactics?
Why is keyword research important?
Though it’s painstaking, effective keyword research is a vital part of the search engine marketing process, as it lays the foundations for the rest of your SEO campaign. Those who don’t invest time in keyword research and analysis often find they spend a lot of money for very little gain.
Our SEO consultants use a variety of tools to generate keyword ideas and analyse the value of specific search phrases to your business. When deciding on a keyword strategy, we’ll look at competition levels, monthly search volumes for specific regions, and key trend information (which is particularly useful for seasonal businesses).
We’ll also look at who else is ranking for particular keywords and provide you with a brief overview of their search marketing efforts – this will help determine what’s going to be required to compete for these, along with a realistic timeframe for strong exposure.
Once we’ve determined a list of targeted keywords that meets your objective, we can then suggest ways of incorporating these phrases into your website to improve its relevancy.
Our Approach to SEO
How we work with clients
Strategy
We’ll look at your SEO from a holistic point of view, taking into consideration important aspects such as user intent, so we can ensure your website gives both users and search engines what they want. Our deep understanding of ranking factors allows us to maximise the performance of your SEO strategy.
Onsite Optimisation
We’ll look at the various technical aspects of your website such as site speed and performance, as well as the content, including page titles, descriptions, and header tags. This will ensure your site is indexable by search engines and set up for success when it comes to SEO.
Offsite Optimisation
The reputation of your website depends on the quality of its backlinks and the content you distribute. We’ll build links from a variety of reputable sources, designed to ensure a steady path to success, identifying topics for relevant content which grabs the attention of your online audience.
Ongoing Consultancy
We offer transparency and communication at every stage, with monthly reporting as well as regular meetings. You’ll also have access to a dedicated Account Manager on hand to ensure continual improvement and refinement of campaigns to drive performance at all stages.
Recent case studies
We have a strong background in search, complemented by our extensive expertise in all aspects of digital marketing including website design, digital PR, content and social media strategy.
Halls Property Group
780
148%
56
TriMedika
400%
250
98
Hey Presto
1460%
156
513
Simplicity Smart Lockers
142%
238%
312
Essex Tree Brothers
210%
70%
7%
Fambridge Care
175%
23%
148%
Power Developments
139%
21%
4%
Horton & Garton
12%
262%
42%
London Drainage
2,000
51%
62
SEO works by optimising your website to perform better in search engines. By paying attention to a number of onsite factors (such as technical fixes, coding, and content), as well as offsite factors (such as content distribution and link building), your site can become more visible to people searching for the phrases most relevant to your business.
The benefits of a carefully considered SEO strategy are far-reaching. Of course, the primary aim of SEO is to increase your search positions for your most relevant keywords, and with this obviously comes an increase in traffic to your site.
In addition to this, a number of the onsite optimisation actions we undertake for SEO will also improve the quality of your site and user experience, such as unique, well written content, technical fixes, or improving your site structure and navigation.
Put simply, yes. While the main objective of SEO is to increase your search positions, by doing so you’ll see an increase in traffic to your site. To make more sales, you need to feed every stage of the funnel, and SEO is a sustainable way of doing this.
Done carefully, SEO not only increases your traffic, but provides you with the most relevant and likely to convert traffic. This is because an experienced SEO company will take user intent and competition into account when conducting keyword research.
The problem surrounding the SEO industry is that it’s not an area many clients (and indeed many generalist marketers) have a true understanding of. The fact that a lot of SEO actions aren’t particularly ‘visible’ (such as code tweaks or technical fixes), can make it difficult for business owners to see where their budget is being spent.
An experienced SEO agency, such as FSE Digital, will always begin with a full site audit, identifying areas that need attention and working on your onsite optimisation, whilst also putting together a comprehensive offsite strategy. This might include content creation and distribution to relevant websites and online magazines in your industry. A good SEO agency will establish a neighbourhood of relevant domains that take into consideration a blend of different metrics such as domain authority, readership, website traffic and social signals.
SEO can be one of the most cost-effective, and therefore sustainable ways of directing traffic to your website. Unlike PPC or social media ads, which stop when the budget runs out, SEO is working on behalf of your brand 24/7.
However, it’s only effective if it’s generating enquiries. An experienced SEO agency will help you increase traffic to your website by improving your search positions, but they’ll also carry out research to ensure you’re attracting the right kind of traffic, as well as paying attention to your content and user experience to increase your click through rate.
