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I’m in London this week to meet with the Institution of Civil Engineers – talking about keyword research for the field of Civil Engineering.
The idea is to align web content with the words and phrases that people use when searching the web. Hopefully, this can help make content more discoverable.
Site content should always be written primarily for human users. However, creating the best website in the world is pointless if it is not optimised for search engines – few people will ever see it.
Search Engine Optimisation (SEO) is the process of optimising your website so that it is prominently displayed in search engine results listings for targeted keywords. SEO involves careful crafting of content so that it is easily accessible by both human users and search engines. This is illustrated by the fact that the number of global monthly searches for “film footage of the Panama Canal” is zero, whereas the number of searches for “video of the Panama Canal” is 5,400.
This suggests that using the phrase “Videos of the Panama Canal” will help search engines serve up your content – thereby increasing the number of people who see your content.