In the search engine optimization (SEO) world, keywords are the lifeblood of a successful campaign – but according to one expert, too many companies are not doing enough research into the keywords they’re using.

Mike Murray of FathomSEO says that most people use online keyword tools to come up with the lists they are going to use in their search engine optimization (SEO) campaign. He says that while these tools can be a good start, they are by no means the only way companies should select their keywords.

Instead, Murray tells WebProNews that sites should look at competitors to see what keywords they are tracking along with using website analytics to see how their keywords are responding.

He also tells the site that small companies or websites should not necessarily compare themselves to the titans of the industry who rank at the top of the list. Murray says they should focus on sites that are similar in age and size, among other factors, when comparing.

But even without work on keywords, some small businesses may see an increase in search engine optimization (SEO) because of one of the latest changes from Google. Recently Google made local searches the default setting for a number of search queries which means that a person searching for a restaurant will find results close to his or her area without typing in where they live.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.