Keyword
Research :: The Cornerstone of All Internet Marketing
Keyword
Research is the science of determining what words, terms and
phrases end users type into search engines to find products or
services pertinent to your web site.
Keyword
research can be performed using database software which can tell
how often a given term is queried in the major search
engines within a defined period of time. Good keyword
analysis will also tell you how "competitive" a
term or phrase may be.
In
addition to software, benchmark analysis and industry
specific research, other tools such as a search engine
thesaurus, lateral term matching and common misspelling
lookups play an important role in a well rounded
keyword analysis report.
Keyword
research is most beneficial as the first step in an
Internet marketing initiative. It is the basis for
search engine optimization, web site layout, and online
advertising. As many Internet marketing initiatives are
triggered by an end user query, it is critical to know the key
phrases end users use to find a business like yours. Many consumers have a pre-conceived notion of what terms and
phrases their web site "should" rank well
for, but in most cases these terms are not the most valuable
ones, or they are limited in scope.
Keyword
research is a necessary first step in almost all Internet
marketing initiatives, including :
- search
engine marketing
- e-mail
marketing
- online
content syndication
- pay
per click marketing
- online
advertising
Keywords
and Search Engine Marketing
The
foundation of all search engine marketing relies on carefully
selected keywords and phrases. If you target the wrong
keywords, all of your search marketing efforts will be wasted.
The
real science to search engine optimization is how the target
keywords or phrases are incorporated into your web site. The
most important feature of your web page that will have the
greatest impact on your search engine ranking is the page
copy. If you don't include the target term or phrase in your web
site copy, you will not rank well for it.
Selecting
the Appropriate Keywords and Phrases
Find "buyers," not "searches"
Try
not to be too general when selecting your terms. For
example, "Chicago real estate" can be a broad term,
with many implications. However "Chicago real
estate agent" indicates a desire to find a person who
sells real estate directly.
Avoid marketing "jargon" and "insider
speak"
Traditional
marketing of the last 10 years has pushed fancy phrases to
depict otherwise mundane services. For example,
"staff augmentation" is a term used for
"placement services," yet the former is searched far
fewer times than the latter.
Sell local? Market local
If
your business services a local or regional clientele, then you
should research terms that include a geogrpahic
qualifier. Type the word "lawyer" into a
search engine, and you will find a hodge podge of results from
all over the globe. But when users qualify their search
with a geopgraphic term, such as "Chicago lawyer"
they greatly narrow their resulsts to a valid pool of
candidates.
Prioritize
Keyword
marketing isn't everything to every market. Dedicate
more resources and effort to your most important products and
services.
Keyword
research is inexpensive and offers a high return by increasing
your ability to target your online market and encourage web site traffic.
Avoid
"pigeon holing" your efforts through intimacy with
your brand, seek ideas from web traffic reports, third party
end users or Internet marketing professionals.
Related
Services
|
