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It is important that a few Primary and Secondary keywords and phrases are agreed which will form the foundation of
the SEO marketing campaign. Once agreed these can then be liberally inserted into relevant places on the site to
increase the relevance for those key terms. Primary keywords and phrases are individuals who appear often
throughout a web site. Secondary keywords and phrases are people who appear on specific pages or sections of the
website. Generally conversing, the more words within a phrase the less their competitors from other websites.
However, it is also likely that there is fewer people searching with regard to these. It is no good being number 1 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 just that the search term is going to 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 a great deal 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 Keyword or phrase that only 500 people look for each month than
on position 200 to get a phrase that 50, 000 people find 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
key phrases against which we will analyze both the search frequency and the competition. From this we can use a
statistical method for identifying the most effective selection that will afford the best results. The following steps is
followed, some of that happens to be iterative: - Analyze your existing website to identify words that already
naturally appear, -Analyze your competitor's sites to see what key words they use. Tools exist to assist with this
process -Come in place with alternative phrases for these keywords e. grams. "social housing consultants", "social
homes consultancy", "social housing talking to ". Once ever again, tools exist to assist with this process
-Come up with a good mix of 1, 2, 3 and 4 word phrases After we have the list of key terms we can then use these to
find out the number of look ups made each month and the number of websites that contain a lot of these results.
Once again, tools exist that assist along the way including Google's own number of tools. At the end of this process
we should have a few key words and phrases that are to be the cornerstone of this SEO campaign but will still be
refined over time. For instance, to support new articles that appears on the site.
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