We are currently going through the keyword analysis stages of the search engine optimisation process for one of our clients. For me its the most important part of the SEO process. Choose the right keywords/phrases and the rewards are fantastic, choose the wrong ones and you’ll be scratching around at 3am in the morning trying to build more and more links from social media networks in order to save your reputation with the client.
The nice thing about this client is they have a very niche product and that means we are more likely to find less competitive keywords. However with very niche keywords the problem often arises that you can’t get any data on who (if anyone) is searching for those keywords. If no one is searching for those phrases, is their any point in optimising a page on your site for that keyword?
At this point Pay Per Click takes on another use. Run a small campaign for those keywords you can’t get any data on, making sure you put enough in your budget to ensure your ad will be seen. This will allow you to get a pretty good idea about the search habits for that keyword. What’s even better about this tactic is you can get data for a specific location, which is something you can’t get with the keyword databases such as wordtracker (although they do now offer data purely for the UK). Working on optimisation projects in South Africa for the first time, this becomes an invaluable tool when our clients target market is local.