In other posts, in my books, and always in my website, harp over the requirement of performing keyword research before you do anything. Typically, my reasoning is based on one of the core fundamentals of search engine marketing, which is that you ought to optimize and promote your web site for certain keywords. What those key words are will be uncovered on your keyword research and will be based on information instead of speculation. However, there is another reason for doing keyword research, and that is to match the reasoning, or thinking patterns, of the men and women who read you’re WebPages. By fitting their language, you will set your readers into a receptive mindset for getting your advertising message.
We will use a hypothetical example to get our point across. Let’s say you run a law firm in Houston, along with your primary area of practice is personal injury. You do some research and compile the following data associated with keyword search volume to your market Houston personal Injury lawyer: 12 estimated yearly searches Houston injury lawyer: 89 estimated yearly searches Houston Texas injury Attorney: 29 estimated yearly searches Houston accident Attorney: 17 estimated yearly searches Houston accident Lawyer: 61 estimated yearly searches Houston personal Injury attorney: 19 estimated yearly searches Again, this is completely hypothetical data. Our objective is only to demonstrate how you could go about assessing this circumstance.
Therefore by highlighting the words Houston injury attorney and Houston accident attorney, you are writing in a manner that best matches the thinking of your prospects. And, of course, you also optimize your website for the best keywords by default; the keywords which will draw the most traffic to your website if you rank for them. There is another factor that plays into the equation that is the amount of competition for each keyword. In our Stephens Law Firm Accident Lawyers example above, there is most likely not going to become a substantial enough competition differential between key words to influence our decision. This is because the example illustrates geographically-targeted key words, which is less competitive than more generic or broad keywords.
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