Keyword research 'is vital for SEO'

14:00 11th June 2009

Those involved in search engine optimisation (SEO) need to ensure that they properly research their keywords in order for their campaigns to be successful, it has suggested.

According to SEO expert Garrett Pierson in his Search Engine Journal blog, this is often one of the main flaws with SEO strategies.

He claimed that it is vital to research the target market that a campaign is trying to reach.

"I have seen over and over again SEO campaigns focusing on keywords [or] phrases that not a single soul searches," Mr Pierson commented.

He added that keywords should not be made too broad or competitive because this can set back SEO efforts.

The expert noted that it is possible to get great traffic and have a "lower competitive reach" with long-tail keywords.

Using keywords of this sort could make it easier to rank in search engines so a significant amount of time should be spent selecting the correct keywords and ones that it is possible to achieve rankings for.

Once this is completed, Mr Pierson said it would be possible to branch out and consider broader more competitive keywords.

As well as looking at keywords, SEO professionals should remember that content needs to have "human value", according to Jill Kocher, manager of natural search consulting firm Netconcepts.