“Quirky Bed and Breakfast” is a keyword for a company that provides awesome B&B service with a touch of “quirky”. If there is relevant information, the site will also attract the right people. Demand (monthly searches for this keyword) is lower, but it is a keyword whose marketing potential is stronger. This is because it is better to be 1st in Google for a keyword that has low demand rather than be in the 35th position for a keyword with high demand. (Almost) nobody looks at the 4th page of Google results. This is why search engine optimisation consultants are so important.
Knowing the keywords used by competitors will enable companies to imitate what should be used and what should surpass the competition by using loopholes/untapped keywords. SEO is a powerful, profitable strategy, which allows for a very important return on investment. Yet, it is a strategy for the long term, a strategy based on the creation and publication of quality content, something that must be useful to the target audience.
It is important to think deeply about each project and to establish the steps that are necessary for its realization. Often, there is an initial SEO analysis (which can be delegated to an external expert) and a series of classical measurement to optimize the existing content on a given website. To successfully implement a natural referencing strategy, there must be a budget that covers the financial aspect and any time used.
It is necessary to think about the tasks that are needed quickly and this can be provided by an external expert. It is necessary to plan and think about your budget at this point, not only for launching the site, but also for any long-term costs. This will help people choose certain keywords over the next 12 months. This helps a company follow their results in terms of increased traffic, new sales generated or new leads, etc. Whatever the quality of the external expert hired, companies must keep in mind that the person hired may not have experience in your field, which may prevent him or her from determining what your target audience is.