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Search Engine & Internet Marketing Strategy
Keyword Research
Optimization starts with keyword research. In the past companies decided what promotional material to send out and hoped they could reach an interested audience.
The Internet changed all that.
Now your prospective visitor is online and searching for something. They type keywords into the search engines that describe what they want to find. They are the ones who start the communication – they're actively looking for something and if you don't show up in their searches, they will find someone else.
But you have to know what they're searching for. – what keywords they use. And guessing is not enough - keyword research is the key
It takes careful, in-depth keyword research to find out:
- What your audience is searching for
- What keyword are they using
- Which keywords are most viable
- Who else is optimized on these words
- How many websites are you competing against
We often find that the words the owner or the executives of the business suggest, are not what the searchers are calling it. Only keyword research finds the actual words people type in to the search engines.
You may find it's a completely different word. One client was doing a website for a permanent display and they called it an exhibition. But very few people search the word exhibition. However, a large number search on museum.
It can be a slight difference in the words that prevents your success. It can be as simple as using the singular form or the plural.
Example: only 8664 people searched for ergonomic in the last 30 days but 28476 searched ergonomics
If you are off on your keywords, you miss all the qualified traffic. And people searching on the Internet are very qualified traffic. They are ones at the tip of the lead funnel. They are already interested and looking for information on a subject.
Before you start to develop any content for your website, blog or press releases, you have to start with good keyword research.
The right keyword research will increase your search engine visibility>>
