Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. Usually, the earlier a site is presented in the Search Engine Results Pages (SERPS) or the higher it "ranks", the more searchers will visit that site. SEO can also target different kinds of searches, including image search, local search, and industry-specific vertical search engines.
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SEO Key Phrase Research

Knowing how your target audience is searching is essential to a strong seo strategy. Just because you know what your product or service is called doesn't mean that a potential new client is searching that way.

Ranking well for the wrong key phrase won't help you much. If your industry jargon speaks one way but your customers talk another, then you'll need to accommodate your custom. Optimize your pages for the phrases that your clients are using in their search... not the phrases you might use to describe yourself.

SEO for Local Markets

If your target audience is local or regional in location then a different approach is needed. Emphasis needs to be placed into local keywords and linking partners. Websites should also be submitted to the right local directories.