Solid Keyword Research is the Key to Search Marketing Success
How can you claim to have a solid search engine marketing plan if you don’t do the necessary keyword research around your niche? In other words, if you want define keywords to purchase in a paid placement or to optimize your pages for organic search (i.e. natural search), you need to understand the search terms used by your target market.
Solid keyword research is the difference between delivering just any traffic and delivering qualified traffic. For example, if you are promoting a product for fading tattoos, you may want to purchase the key phrase “tattoo regret” but pass on the individual keyword “tattoo”, as that would likely deliver a lot of traffic at a higher cost per click, but not drive qualified traffic for your product.
Solid keyword research should include generating a list of long tail key phrases that can be purchased at a lower cost per click and while delivering higher conversion rates. The trade-off with long tail key phrases is that you will have to manage more keyphrase as each will deliver only a fraction of the traffic volume you require.
Whether your search marketing plan includes natural search, paid placement or both, solid keyword research is the cornerstone to your search marketing success and with free tools publicly available, there is no excuse to shortchange keyword research and by extension, your return on search marketing investment.
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Date: September 24, 2009
Categories: Search Engine Marketing
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