Keyword research forms the basis for nearly every other digital marketing effort and is essential to successful search engine optimization (SEO). Keyword research identifies which words and phrases people type into search engines to find your products and services. By optimizing content for those keywords, you can improve your search engine performance while also enhancing the visitor experience.
Pole Position Marketing’s keyword research will help ensure this critical step of your digital marketing campaign is done right. Established in 1998, Pole Position Marketing conducts experienced yet forward-thinking keyword research.
We rejected keyword stuffing and other outdated practices long before was common to do so. Instead, we target keywords that fit in each page’s natural theme. The ultimate goal is to uncover keywords around which you can build authoritative content that both the search engines and users love.
“Pole Position Marketing has been our SEO company for [many] years and has been doing a great job. We have many phrases that are number one on Google and many of the major search engines. ROI is definitely there.”
— Steve F, Up North Sports
Our Proven Process
There are a number of ways to go about researching keywords. The following 4-phase process has proven to be effective for us and our clients:
- Core-Term Research: We comb the website noting all major and minor keyword themes presented. Then we dig into additional tools to find even more core term variations that will bring in relevant traffic.
- Search Phrase Research: Taking each core term, we search even deeper. At this phase, we are looking for any and all relevant core term qualifiers to produce a targeted list of thousands of highly-targeted phrases. This includes “long-tail keywords,” specific 3- to 4-word phrases. While long-tail keywords tend to have lower search volume, they generally bring in traffic that is closer to making a purchasing decision.
- Analysis and Elimination: We begin eliminating less-relevant or poor-performing phrases that won’t provide you with good ROI, leaving only those phrases that should be added to your site. This analysis also takes into account the difficulty of succeeding with each phrase and whether your business can meet the demand successful optimization may create.
- Organizing for Success: We sort, categorize and organize all your keywords into targeted keyword groups designed to make optimization easy and effective.
This process is unique because it allows us to select one or two high-traffic, primary keywords per page along with a tightly knit group of highly-targeted “supporting” keywords. This allows each page to be optimized for up to 15 distinct keyword phrases, based on themes the research produced. We work closely with you to ensure that all keywords are highly relevant and produce a measurable flow of traffic to your site.
We work closely with you to ensure that all keywords are highly relevant and produce a measurable flow of traffic to your site.
Ongoing Keyword Research
Keyword research isn’t a one-time process. There are always more optimization opportunities. Yet many SEO companies limit the scope of their keyword research, charging you more for additional analysis.
We understand that ongoing optimization is an integral part of the long-term marketing success we bring to your business. Pole Position Marketing never stops pursuing those keyword research opportunities for you.
Get keyword analysis that generates highly targeted, high-converting traffic. Contact us for a proposal today.
The Keyword Research and Selection Ebook will take you from the initial gathering of keywords all the way through optimizing web pages. And the accompanying Keyword Research Spreadsheet Tool makes it easy, allowing you to import keywords from online keyword tools, automatically eliminate duplicate keywords and easily sort and manipulate the data.