By Ray "Catfish" Comstock

Keyword research is the foundation of search engine optimization. Understanding what words and phrases that people are using to search for your products and services and then optimizing your site to target those phrases is the essence of SEO.

Typically keyword research is done at the beginning of the project and it drives the optimization efforts. But in order to maximize the success of your SEO campaign, it is very important to have a system in place to monitor the effectiveness of your keywords on an going basis and adjust your campaign accordingly.

The most important step in this process is to set up your analytics package so that you can track conversions on your site by referring keyword and differentiate between paid and organic traffic.

Keyword phrases that have the best conversion rates should obviously be the number one priority of your SEO campaign. So identifying these keywords on an ongoing basis and integrating them into your optimization should be the cornerstone of your campaign. That's why it is essential to have your analytics set up properly to track this data.

Once you have a way to monitor your ongoing conversions (as well as click through rates), and you identify which keyword phrases are the most successful for you, you will then want to build additional content that addresses those keywords.

One of the most effective ways to do that is to write relevant blog posts on the topic and link those posts back to the page on your site that you want ranked for that keyword or set of keywords. Having a consistent, ongoing strategy to target your most important keyword phrases should be one of the top priorities of your SEO campaign.

About the Author:

Ray "Catfish" Comstock has spent over 9 years in the search engine optimization field and has successfully ranked numerous companies in the top-10 of all major search engines for ultra competitive markets such as travel, real estate, computer software, retail, broadband internet and various manufacturing sectors.