A key part of your SEO Campaign is your use and choice of keywords. Without carefully chosen, and thought out keywords your campaign will struggle to produce consistent results. So how do you choose your keywords? Firstly, you need to need to understand that not everyone is an expert in your line of work, therefore you need to adapt your keywords to suit the everyday user.

Secondly, you could take a look at your competitions keywords for an idea on what people generally would search for.

Thirdly, you must remember that most people who are searching for your site won't go past 3 pages on Google, therefore you need to stay away from keywords that have lots of competition. Choosing your keywords can make or break your campaign, they need to be user friendly and easy to promote.