Briefing for keyword research

External keyword research (or search term research) meets with success only if it goes hand-in-hand with a proper briefing. You have to be attuned to the target group where keyword research is concerned. To that end, you need information about the target group and about the product or service.

When we refer to a search engine in this form, we’re talking about Google. Why? Because Google is the most important search engine and, consequently, is the leading contender in that field.

The questions that follow below are also relevant to other search engines, such as Bing, Yahoo, etc. and, by extension, are of relevance to the briefing for keyword research.

Take note: ultimately, you will have to respond to these questions for each webpage. If the various pages of a website have been optimized according to the same keyword, they will not be displayed as separate search results. In that instance, it’s highly likely that Google will not index all the pages using the same keywords, or it will place them lower down in the rankings. When the keyword is entered, these pages will either not appear at all or else they’ll show up lower down in Google’s results. That is why it’s necessary to optimize each webpage on a website according to its ‘own’, distinct keywords.

Now go on to answer these questions, or simply contact us by phone!

Start your briefing here

Describe in as much detail as possible the assignment that you would like us to take on.
Include in your response matters such as:

Provide a brief description of the content for the (future) website/webpage.

What is your target group?

What makes your product or service so special for the target group? What makes the product or service distinct from that offered by other suppliers (USP)?

Which media (images, videos, etc.) do you use on the website?

Which of the target group’s questions need to be addressed and require a response?

What terms do people type into Google to get answers to their questions? What terms do people enter into Google in order to find your product or service?

In your view, what is the most important keyword or search term?

In your view, which secondary keywords are also important?

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Assuming the briefing is clear-cut, we’ll be pleased to give you a tailor-made offer.