Selecting the right keywords is the keystone to the success of any SEO campaign. Pick the right ones and your ROI will go through the roof; pick the wrong ones and you’ll have the opposite effect.

For this reason, there is a lot of strategy that goes into selecting the right words for you. We have strategists who keep on top of the latest changes to algorithms and are continually adapting our approach to ensure our campaigns perform to the best of their ability.

The focus of your keywords is important because, with most plans, there is only room to target one area. In our experience, the best performing campaigns are those with the most targeted, focused group of keywords. This means a list of keywords grouped around a similar theme will likely outperform one that isn’t, regardless of the industry.

When looking at your recommended keywords, you will often see some really valuable, highly relevant words with high search volume — words that it’s clear you’ll make money out of ranking for — and some similar words, just with lower search volume. We understand that while, theoretically, your most valuable, qualified leads may come from those higher volume searches, it’s important to keep in mind that we need the supporting phrases to enable you to rank for them.

If you have any questions about how this applies to you and your SEO campaign, please don’t hesitate to contact your account manager.