HOW TO: Perform keyword research for effective SEO

How to perform keyword research to ensure your content is pitched at the correct people, while staying in Google’s good books

You may have the flashiest website – but are you reaching out to your target audience effectively? Keyword research which effectively signposts your content towards search engine spiders but, more importantly, users, requires a level of planning to position your site towards the demographic whom you wish to target.

This year, we have seen a shift away from traditional search engine optimisation (SEO) techniques, which allowed for the manipulation of search engines, which could result in your site coming top on Google relatively easily. Those days are gone with the game changing ‘Google Panda’ update, which penalises sites that Google interprets as using ‘spammy techniques’.