Keyword Research
Before you start the positioning game, or better yet before you even build your web site, (basically the sooner the better), it is a good idea to spend some time researching the appropriate keywords to target.
Ideally you want to choose keywords which are both popular search terms and reflective of your site's content. However this is not the only issue.
It is also worth spending some time to research the competition. For example, most single words, like say travel are supercompetitive, so it's better to focus on shorter phrases like air travel or cheap air travel or even cheapest air travel.
Another issue is the level of competition. Some keyword combinations are simply more competitive than others - and if a zillion people are trying to get top ranking, then you will find it virtually impossible to push to the front. Therefore it's a good idea to try and make a competitive analysis of any search phrases you to decide to target.
All this research probably sounds a lot of work, and it can be... but as many things, the secret to success is in the preparation. Proper preparation and strategy can pay bid dividends!
Here is a tool that you might found helpful in your research: WordTracker
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