Why optimise for search engines?

  • SEO is a high return marketing investment.
  • It is about the words that searchers type into a search box.
  • Add keywords to web pages that will increase search rankings.
  • Keywords tell search engines what the page is about.
  • Search engines index and rank pages according to keywords.
  • Get more organic traffic from search engines to web pages.


  • Top 3 positions get  50% of clicks
  • Attention drops off as users scroll down
  • 18% Click through rate for rank (1)
  • 10% Click through rate for rank (2)
  • 7% Click through rate for rank (3)
  • 1% Click through rate for rank (10)

Long Tail Keywords

  • Long tail keywords are 70% of the bulk search volume.
  • Long tail keywords are a large volume of less-searched keywords.
  • Long tail keywords converts 2.5 times better than head keywords.
  • Long tail keywords can catch people later in the conversion cycle.
  • Long tail keyword searchers are often ready to buy.

Which keywords to target with SEO

  • Keywords have different search volume trends
  • Seasonal events impact on user intent and trends
  • SEO involves ongoing research, experimentation and improvement.
  • Some keywords result in more traffic that never converts.


Do extensive research about keywords. Research the keyword demand to attract the right audience. Keyword research can predict changes in demand - pivot products, services and content to what the audience is actively seeking.

Select keywords for the main subject and sub categories of pages

  • Are the keywords relevant?
  • Are they head or long-tail keywords?
  • Will searchers find what they look for?
  • Will searchers like what they find?
  • Will the traffic be lucrative?

Research tools

Different tools and online resources can help us to gain insights about keywords.

Other SEO Tools

  • Google Webmaster Tool: In the crawl section select “Fetch As Google” which indexes the site very fast.
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