Once the company requirements are understood, the next step would be compilation of a list of keywords. These keywords should be checked for competition and search popularity. A keyword with hardly few searches will never yield high traffic returns even if they rank exceedingly well on all search engines.
Keyword analysis involves research on competitive keywords related to the website category. This helps in maximizing the impact of the website on search engines. When the site ranks well for relevant keywords, the number of targeted customers increases. Targeted customers result in higher conversion rates. Hence keyword research plays the major role in the search engine optimization process as it can either bring up the traffic or break the traffic and income if the right keywords are not carefully chosen.