SEO Strategy +
Management

The Critical Importance of
Keyword Research

Before we start creating your SEO strategy, it’s important to make sure the proper keyword research has been done. In short, keyword research identifies the words and phrases already being searched most often within your niche by your target audience.

Let’s say you sell tacos (good for you!). Who is searching for tacos and what would they type into Google? Maybe they’re searching for phrases like “best tacos near me” or “Mexican restaurants in Nairobi.” If they’re in your area, you want to be sure your business appears at the top of that customer’s search results.

Once you know what those words are, you can begin planning content and optimizing pages so your site shows up for the terms people are already searching.

Or, let’s say the customer is looking for a taco restaurant in Nairobi. They might search for “best tacos in Nairobi.” If your taco restaurant is in Nairobi, you want to make sure that your website appears at the top of those search results too.

It may sound complicated, but what it really comes down to is this — your business needs to appear in the search results for the keywords related to your industry that people are already searching for.

With the right keyword research and SEO strategy, you can outrank competitors in the search engines and bring more qualified traffic to your website.