Proper Focus The first step to identifying proper focus keywords is to understand how people are searching for your company online. Conduct an initial analysis to get a better sense of the nature of your company’s web traffic and which keywords most people searched for when landing upon one of your webpages. Searching for common keywords like your company name, your company name with relevant phrases (using auto-complete), and your company name along with its location are good places to start for keyword research. It will also be valuable to review the highest ranking keywords from your Google Analytics account, as well as which keywords in titles, URLs, or meta descriptions seem to be appearing most frequently among negative content about your company. As you conduct this initial research, also take note of all of the avenues through which third-party content about your company is generated and develop a short-term strategy to eliminate any negative content from the first search engine results
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