Keyword Research
The systematic search for terms that your target audience actually enters into search engines. These are often different words than the internal terminology used within the company. Keyword research is the foundation for good SEO and a sensible content strategy. It reveals which topics are worthwhile and how you should name them.
The research answers the questions your customers actually ask, in their own words, not yours. The most common mistake is optimizing for proprietary terms. Only someone who already knows the brand searches for a brand name.
An example from this company: The term "high-speed hosting" appears 56 times on this website, while the word "fast" only appears 12 times. However, someone searching for "fast web hosting" will enter exactly that term. The solution isn't to remove the branded term, but to combine them: The layman's term belongs in the heading, while the proprietary term remains in the menu, address, and body text.
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