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Keyword Research

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Digital Marketing - Study Notes:

Definition

Keyword research is the activity of identifying the most useful keywords to be used in describing your offerings. It is an essential component to carry out at the beginning of an SEO project.

Keyword research involves compiling lists of keywords and keyword phrases for each offering using various tools (for example, Google’s free tools) and techniques.

Before engaging in an SEO campaign, it is important to research search volume and search trends for keywords that are specific to your product or service.

The reason this is important is because you will be able to pinpoint high volume keywords that users are searching for and that you should optimize your page towards.

You may also uncover some longer tail keywords that have high search volume, but are less competitive.

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Digital Marketing Resources:

Shane Lyons

Shane Lyons is head of Search & Analytics at Mediaworks, an award-winning media and communications agency. He has been working in Digital both in Ireland and abroad for the last 8 years and now specializes in SEO and Analytics.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

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ABOUT THIS DIGITAL MARKETING MODULE

SEO Setup
Shane Lyons
Skills Expert

This module introduces the key concepts for setting up SEO and the elements to consider before beginning an SEO project. It outlines the key technical elements you need to consider when implementing SEO, how to implement on-page SEO, and how to implement SEO in a mobile environment. It explains how a business can improve its SEO strategy and local SEO. It also demonstrates how to measure and report on the effectiveness of your SEO campaign and the key SEO metrics to measure.