Importance of Keyword Research and Search Engine Optimization (SEO)


Importance of Keyword Research and SEO

Search engine optimization (SEO) involves achieving the highest position or ranking practical in the natural or organic listings as the main body of the search engine results pages (SERPS) across a range of specific combination of keywords (or keyphases) entered by search engine users. (Chaffey and Ellis-Chadwick)

In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.


If you have ever browsed the internet you have undoubtedly used the search bar of your browser to search for information about your chosen topic. By entering words or phrases that you have entered onto your search bar.

The more browsers that see a link to your website from a search result the more people are likely to visit your site. The search engine is critically important as it provides website links to browsers enabling them to quickly obtain information about products and services that they are searching for.

According to Marketing Sherpa’s 2012 Search Marketing Bench-market Report – SEO Edition, 2, 194, B2B and B2C marketers who were surveyed found that in their experience SEO was directly responsible for a 57% increase in the traffic to their websites. 42% found that it helped increase brand and product awareness and 34% reported that it helped them in lead generation.

Google accounts for 97% of searched that are made in Ireland. It uses a spider or a bot that is also referred to as a crawler. This crawler-based service provides instant search results on a myriad of topics.

The Google toolbar, found in most of the popular browsers including Safari and Firefox, allows searching to be more convenient than ever. Google provide a number of features that allow businesses to increase their SEO ranking. One of the key features that allow business’s to do this is PPC Advertising also known as Google Ad sense. Advertisers can place their ad links in the search engine’s list on a pay per click basis. This will assist in raising your SEO rankings.

Other major search engines include Yahoo, Bing and However it is important to note that as a business if you have an international brand or if you are an exporter of goods and services that Google is not the number 1 search engine globally. Business when marketing internationally must also consider leading search engines in different countries e.g. Baidu which has about 75% market share in China, Yahoo which has about 56% market share in Japan and Yandex which currently has about 62% market share in Russia.


There are four main areas involved in creating natural listings for SEO; 

Crawling – The crawler or bot identifies relevant pages for indexing. The bot access web pages and retrieve a reference URL of the page for later analysis and indexing. The bot is a piece of software that runs on a search engines server which request pages, follow the links contained on that page and create a series of page references with associated URL’s.

Indexing – An index is created to enable the searcher to quickly find the most relevant pages containing the query typed by the searcher. Rather than searching eage page for a query phrase, a search engine ‘inverts’ the index to produce a lookup table of documents containing particular words.

Ranking – PageRank is what Google uses to determine the importance of a web page. It’s one of the many factors used to determine which pages appear in search results. The main factors to optimise on are keyword density, keyword formatting, keywords in anchor text and the document meta-data including page title tags.

Directories – These are website hosts that contain a lising of articles that a potential searcher may use. These directories are categorized according to topics, making it easier for the user to find an article that maybe of interest. By submitting to articles and being part of these positioning tools businesses can help to optimise their SEO ranking, directing more traffic and browsers to the site.

There are a vast array of websites that will provide loads of valuable information to you as a small business to get you started on putting your SEO strategy together. Google provide a lot of excellent guides and information. They have a Google Search Engine Optimization Starter Guide which will help you through the initial steps of SEO.

Benefits of Search Engine Optimization (SEO)


The Results are Low in Cost in Comparison to Ad words and PPC

Organic listings are essentially free. When you are listed at the top, you don’t need to pay per click or allocate a budget for advertising, one of the main benefits of SEO

Definite Increase in Traffic

With Analytics and reporting tools, you’ll see a clear cut increase in traffic. This is a definite way to maximize your business efforts. SEO will give you results (not immediately but rather quickly) and as soon as you start your SEO efforts, traffic will increase at a steady indefinite Increase in Traffic

Better ROI (Return on Investment) Than Normal Ads

When you buy 1000 visitors from a paid ad, 2% of those visitors might convert into a sale. When you get 1000 clicks from SEO, 4% of those visitors will convert into a sale, leading to a better return on investment. This higher conversion rate is just another one of the benefits of SEO that cannot be matched by any other form of marketing

Your Competitors Are Doing It

SEO is a rising field and it is gaining ground. More people are starting to realize that the benefits of SEO are extremely high. Your competitors know this and are starting to take advantage of it. If your competitors are using it then they will appear before you on Google and get all those hits that can lead to sales before your website will.

60% Of Clicks Go to the First Result

This means that only 40% of clicks are left for the second through the millionth result on google for the keyword. Securing that top spot on Google is a sure fire way to gain thousands upon thousands of visitors





Posted on March 28, 2013, in Uncategorized. Bookmark the permalink. Leave a comment.

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