After the planning stage, we will have made a note of a range of potential keywords that are important to your site.

In this context, we're describing the keywords and phrases that people search for and that it's essential to optimize your site for.  This is different to the keywords metatag, that in September 2009 Google declared they no longer even consider (though Yahoo do).

The important keywords or phrases come from a range of sources - what your business focus is, what you think clients are likely to search for, geographical locations, etc. We will also suggest extra popular phrases in our analysis and report and use this to prioritize the most highly searched for keywords and phrases (balancing this with how competitive they are and how likely those keywords are to result in a sale).

For example, if you run a hotel in Paris, more people might search for 'France holiday' than they would 'Paris hotel', however 100% of people searching for 'Paris hotel' are looking for the service you offer, whereas someone searching for 'France holiday' could be looking for a self-catering house, a B&B, a campsite, or somewhere in South France, rather than in Paris itself.  'Paris hotel' would therefore be more important search term for your website than 'France holiday'.

This is an obvious example and when we choose the keywords to focus on, we take into account other, less obvious factors.

See Writing good meta tags for more information on how we incorporate these keywords into the coding of a web page.  As well as including them in the Metatags, we will also include them the correct number of times in the Titles on a page, in the text itself, in file names of images, in links between pages, in links to your site, etc.

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