Keywords and phrases

The starting point for any SEO work should be to carry out keyword research. Keywords should form the basis to all SEO activity, from the copy on the page to the title tags you use and the links that you create.

The central marketing team have carried out research on all central pages and schools and services can now access an action plan which will help you to implement your keyword activity and carry out keyword research.

It is critical that before you move on to the other steps within this guide, that you carry out effective keyword research so you can monitor and evaluate the success of your SEO activity.