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It is important that a few Primary and Secondary keywords and phrases are agreed which will form the basis of the
SEO campaign. Once agreed these may then be liberally inserted into relevant places on the website to increase the
relevance for those key words. Primary keywords and phrases are people who appear often throughout a web site.
Secondary keywords and phrases are homeowners who appear on specific pages or sections of the website.
Generally speaking, the more words within a phrase the less their competitors from other websites. However, it is
also likely that there may be fewer people searching for these. It is no good being number one on Google for a
phrase that nobody ever quest for and so a balance has to be reached. SEO consultants who claim they can demand
that you number 1 on Google aren't lying; its that the search term will be so obscure that nobody will ever use it. If
you had a web site dedicated to "purple spitting frogs", you can be certain of a number one spot. Some keywords
and phrases have so much competition that it becomes very difficult to appear high up the SERP without a very big
budget. Therefore, finding a niche is very important.
It is better to appear presents itself Google for a Key phrases or phrase that only 500 people find each month than
on position 200 for a phrase that 50, 000 people search for each month. Finding the right keywords and key phrases
therefore is the foundation for your SEO campaign. Here, we aim to come up with a list of 50 to 100 keywords and
phrases against which we will analyze both the search frequency and their competitors. From this we may use a
statistical method for identifying the best selection that will give the best results. The following steps may be
followed, some of that happens to be iterative: - Analyze your active website to identify words and phrases that
already naturally appear, -Analyze your competitor's sites to see what keywords and phrases they use. Tools exist to
assist with this process -Come up with alternative phrases with regard to these keywords e. g. "social housing
consultants", "social casing consultancy", "social housing consulting ". Once all over again, tools exist
to assist with this process -Come up which has a good mix of 1, 2, 3 and 4 word phrases After we have the list of
keywords and key phrases we can then use these to find out the number of searches made each month and the
quantity of websites that contain a lot of these results. Once again, tools exist that assist in the operation including
Google's own group of tools. At the end from this process we should have a set of key words and phrases that are to
be the cornerstone of that SEO campaign but will still be refined over time. For example, to support new articles that
appears on the website.
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