Keyword research
Before we get into the basic principles behind SEO, we need to identify what it is we're actually trying to achieve.
Certainly, good rankings in the SERPs of the major search engines for relevant phrases is the goal, but how do we determine what those relevant phrases should be?
And when we settle on a list of phrases, how can we be sure that people will actually be searching for them?
Identifying Relevant Phrases
One of the first and most useful methods of determining search phrases to target is simply to get the key personnel involved with the site to brainstorm them.
This brainstorm session should be based on what it is obvious the site offers, as well as those areas the personnel feel need to be promoted to potential site visitors.
For example, the V&A Museum web site personnel would no doubt come up with a list similar to the following:
art
design
photography
fashion
Asian art
museum
etc.
So how do we determine if these are the correct phrases to be targeting? I.e. if anyone is searching for them? - It is no use having a good listing in the SERPs for a phrase that nobody ever searches for.
There are various tools available to help determine keywords to be targeted, based on popularity of searches and other factors, with one we particularly use being the Overture Search Term Suggestion Tool.
