16 Apr 2025
Search engine optimisation should be a ground up process rather than a retroactive fix. Keyword research can help inform you of what your customers are searching for and how you communicate with them.
Gone are the days when the top position on Google and other search engines could be “hacked” by posting links to your site on broken forums and dodgy link-spam sites.
Meta-tagging irrelevant subjects to try and game the system is a recipe for ensuring your site slips down the ranks past the top 10 thresholds of relevancy.
With advanced computing power and new “A.I.” language models that search engines utilise while indexing your site, Google and others now have a much better understanding of all your text content.
The key metric search engines use to understand if your content is relevant to a search term is engagement.
Engagement refers to how users interact with your site — such as time spent on the site, clicks, scrolls, videos viewed, items added to the cart, contact forms submitted, etc.
If engagement on your site is high for a search term, Google will rank you higher for the next person who searches that term. But to ensure you even appear for that search term in the first place, your website needs to include those keywords in the first place.
This is why keyword research is so important as a first step in developing a website. Ensuring you’re communicating in the same language your customers use is the only way to make sure your content reaches them.
There are extra nuances as well, such as identifying less competitive search terms that align with your business niche, to help boost initial penetration into the broader search landscape.
This same process applies to online advertising, meaning your keyword research can also directly inform your Google Ads (AdWords) campaigns.
Competing for the most generic terms in your industry is a guaranteed way to increase your ad spend and reduce your overall reach.
You know your business, and with our suite of tools, Inclusive Creatives knows how to connect with your future customers.
We take the time to understand what you offer and identify your unique market niche. By using a ground-up approach to keyword strategy across your site, we help grow your organic reach and maximise the effectiveness of your AdWords campaigns.
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