Search Engine Optimisation

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Keyword Analysis

Keyword Analysis & Benchmarking

Search Engine Optimisation is about people and how they behave. At the heart of every successful SEO campaign are a set of keywords that connect your website with your customers using their language.

If you are experienced with Pay Per Click advertising, you may have a good idea of how people search for you. If you have no experience, don’t worry. At Upstream Connections, we have worked with over a hundred websites in a huge range of industries and have developed tried and tested keyword analysis methodology that mixes hard data from our specialist research software with expert interpretation.

Did you know that pluralised versions of some product searches can bring over five times the traffic of the singular form? And that this isn’t always the case in Spanish?

At the start of an SEO campaign, depending on your needs, we identify key groups of keywords that will connect your site with searchers. We provide you with estimated traffic and timings for each keyword and set out clear benchmarks, upon which progress is assessed.

Core keywords

Every SEO campaign has core keywords that steer the work. These are sometimes the highest volume, generic searches that will drive a high volume of traffic. But not always.
At the start of the campaign, we will sit down with you to identify the keywords that will bring the right visitors to your site. Through campaign tracking we will help you identify which visitors are turning into business and sculpt the campaign to target these users.

Quick Wins

Natural search results do not come overnight. To ensure you see quicker returns on your investment, we benchmark Quick Win keywords at the start of the campaign. These are keywords that are not as competitive as your core keywords but will drive valuable traffic sooner.

Strategic keywords

These are keywords that may not drive high volumes of visitors but have strategic importance to your business. An example might be your company name, if this is not the same as your URL, or a concept that is at the heart of your business.

Seasonal keywords

These searches drive a much higher volume of traffic at certain times of the year. Many of our e-commerce clients have seasonal keywords. Planning for seasonal keywords is an essential part of holistic SEO work, as the hard work has to be completed months before the actual rankings are needed.

Long Tail Keywords

Long tail keywords are the multiple word keywords that may not be immediately obvious when planning a campaign. If your main keyword is:

Brighton Property

A long tail keyword might take the form:

Looking for a semi-detached property in Brighton

By creating excellent content on your site, you will hugely increase opportunities to attract traffic from these long tail keywords.

Foreign language keyword research

Find out more about our multilingual SEO services.