search phrase strategy forms the foundation of project. It is a process of defining the size of the market, the search behaviour of this market, competitiveness, and the eventual phrases to be incorporated into optimisation and promotion processes, phrases that strike an optimal balance between volume, relevancy, and searcher intent. The process will entail:

• Digging & Refining – extracting search data from search engines, organising this data into relevant search phrases groups, and categorising based on searcher intent

• Strategy Formulation – priotising phrases with optimisation and promotional tactics in mind

• Benchmarking – creating a performance yardstick, once the site is live and indexed

On completion of the search phrase strategy, a clear link between the selected phrases and the optimision tactics to follow will be made evident.

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