After initial consultation and discovery calls with Whiteside Taxis we had a clear understanding of the target audience that they wanted to attract to the site.

Next we had to identify a collection of key terms that would allow us to deliver a solution to Whitesides requirements. Terms were identified on the following criteria

• Search Volume – If no one is searching a term what would be the point in being on the first page for it. I’ve seen agencies rank clients for terms that have no search volume and therefore are easy to rank for as there is no one competing for the placement. Doing this only frustrates a client when they see no enquiries and is short term thinking by agencies. We ensure our terms have strong search volume so clients will benefit from our work. In turn generating us more referral work and increased reputation.
• Commercial intent – If someone searches Airport Taxi it is highly likely that user will end up turning into an enquiry. However a search for benefits of using a airport taxi service would be less likely.
• Strength of competition – We use a suite of expensive specialist agency software to allow us to do background checks on the strength of competitor sites currently on page one. With our knowledge and experience we can then gauge roughly how likely it is for our client site to outrank them and if it can be achieved in a reasonable timeframe.

Once all the above criteria are met we then add those terms to our list for the campaign.