Marketing Planning

The Importance of Keyword Research

Across all of the projects that I have worked on lately, the one area that I’ve noticed that people need the most help with is their understanding of keywords, the importance of keyword research and how to use keywords effectively.

I seem to be working on a great number of website and e-commerce projects at the moment, helping clients to bring their online presence and activity in line with their overall marketing strategy.  A brand must be consistent across all marketing and communication channels and the use of keywords in all copy helps to create a clear marketing message and deliver improved results.

The first place that I always start with these projects is by asking them what their keywords are. Most clients do not know. Hopefully this article will help to explain why its important to know your keywords and to use them effectively.

Keyword definition

A keyword is defined as “a search query that the Internet user types into a search engine”. A keyword is usually made up of one, two, or three words (and sometimes more), which allow the user to further define their desired search results.

For example, if you were looking to find some shoes, you would type in “buy shoes”. If you wanted to make your search easier and find some red shoes, in a shop in Colchester, you might type “buy red shoes in Colchester”.

With this example I think you should be able to see the importance of the keywords that you use. If you are only used the keyword “shoes”, you are missing out on the opportunity to sell your red shoes in your Colchester store.

Start with Keyword Research

If you want to improve your search engine rankings, your natural page rank, and get more visitors to your site, the best place to start is with some keyword research.  You need to define all of the keywords that will bring the right visitors to your website, the ones who are likely to purchase your products and services.

Organise your website based on your Keywords

The second thing you will need to do is to organise your website so that it contains and highlights the keywords you have selected.

For example, on my website, I have chosen to use the keyword “Marketing Services in Colchester”. This is used on the KG Moore home page. I included Colchester in the keyword because I try to focus my work in the local area.  I have optimised my About Kim Moore page with the keyword “marketing consultant in Colchester”.  I want to find companies in Colchester who need senior level help with their marketing, but who don’t want an employee.

Does Google use a Meta Tag for Keywords anymore?

Keeping up with the pace that Google changes for how it decides to rank websites is a full time job.  That’s why I work with search marketing specialists. Combining my knowledge of a companies overall marketing strategy and objectives, with their search knowledge, will drive results… in the right way.

A recent article in Search Engine Watch talks about this very topic.

At the moment, I am working with Blaine Peakall from Peak Demand on one of my projects. By working together, it will ensure that we have the best keyword research and SEO advice for the development of my client’s overall marketing strategy.

I asked Blaine to clear up some confusion about Meta tags and keywords and this is what he said:

“There is a meta tag for keywords, where in “olden’ days” you could load up all the keywords you wanted to be found for into this tag and include it in the page’s HTML. This hasn’t been used by Google or Bing for many years.


Keywords are at the very core of search engine optimisation. Keywords can be more accurately described as Key Phrases as they will typically be a combination  of words. Key Words/Key Phrases are the connection between someone carrying out a search and your website appearing in the search results.

If you want to appear prominently in search results for a given search term you need to have a page on your website that is themed around the keywords that make up the search term. For example, if we want to rank prominently for a search query like: “Where can I buy a storage tray trolley for my classroom?”, we would need to have a page focused on “storage tray trolley -classroom”.

The main point to remember is that it doesn’t matter how big or powerful your website is, if you don’t have a web page on your site that is talking about a keyword/key phrase, you aren’t going to rank for that keyword/key phase.

Once you (we) have determined which keywords to target on which pages, then we can optimise that page through content, meta-data and markup including the items you mention, page titles, descriptions, h1 & h2 headers, as well as other means including anchor text (internal & external).

The job of keyword research is to identify search terms that people are using that match the products/services you are promoting.”

If you require any help with your use of keywords, contact KG Moore on 01206 646 006 or email

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