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Website Optimization Process: Step 3 - Keyphrase Research

The truth is, it is not too difficult to achieve an excellent website ranking for most terms. The challenge is choosing the terms that result in a lot of traffic, and more importantly, having that traffic convert to a sale. The Keyphrase Research stage may very well be the most important step in the entire website marketing campaign.

Before Alpine SEO begins website optimization, we utilize tools such as the Overture Suggestion Tool, Google AdWords Tool, Wordtracker, and the Alpine SEO ToolSet™ to see what people are actually typing into the search engines. We utilize the initial set gathered from our clients to first see whether or not their desired terms are being utilized and search for any derivatives that may be used. These tools will estimate the number of queries per day for the terms you are most interested in across the major search engines. It's not an exact number, but it will give you a very good indication as to what terms are best to target.

We have received several requests to optimize sites for certain keyphrases that do not even exist on the company's website. Proper website positioning requires you to have the content on your site to support the phrases you are targeting.

It is much better to target phrases with 2-4 words than one. Used to Internet users would go 3 and 4 pages deep into their search trying to find what they are looking for. Today, research has shown that if the user does not find what they are looking for by the second page, they will refine their search, usually by adding more words to the search string.

Alpine SEOs goal is not to see how much traffic we can generate to your website. We are only interested in how much targeted, qualified traffic we can deliver that will impact your bottom-line.

You have to draw a balance between:

• What search phrases will result in the most traffic
• Making sure the content on your site supports those phrases
• A proper landing page that relates to the search term
• Your visitors do what you want them to do…buy, contact you, etc.

After the research phase has been completed, Alpine SEO then proceeds on to analyzing your website and determining what can be done with the current copy, how much additional information will need to be created, and other various items we know of that will assist your website ranking. Simultaneously, if the client chooses, we will also begin a Pay-Per-Click advertising campaign to begin generating traffic sooner than later.

Website Optimization Process: Step 4 - Analyze Your Site

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