KEYWORDs, It’s All Quite Straightforward Really- If You Do The Research You’ll Pick The Right Ones

Posted by Online Reputation Handbook

November 16, 2009

A lot of marketing departments within companies that are selling on line think that they know how future customers will search for their goods or services. Unfortunately their thoughts are often clouded or prejudiced by the rest of their trade and the keywords they opt for may be way off the mark. So although they could well achieve a page 1 Search Engine Placement listing for a chosen keyword, the fact that no customer is searching on that basis means that the page 1 listing is worthless as no traffic will flow from it to the business website. We say “no” traffic at this point, the chances of absolutely no one using a chosen word or phrase is improbable, what we mean here is that the vast bulk of customers all use other phrases to find the products online and if the organisation is to make good money from internet sales this is what it must tap into.

Some firms have identified this fault in their Online Marketing and have tasked the appropriate team to brainstorm the whole product line trying to come up with the layman’s terms for all of the things they sell. This is a step closer to getting a much more helpful list of keywords, although here there is still a tendency for the chosen words to come very much from within the industry.

Asking customers what they did to find you is a great way of seeing things from the other side of the fence. However it can be quite time consuming and sometimes a little irritating for the customer, who just wants to make his purchase and leave the site, rather than filling in even the smallest of questionnaires. The other issue with this type of selection is that it will take a huge amount of time to get the amount of data needed to make an informed decision.

Although there is a cost involved, a good Search Engine Optimization Company can add a lot at this point in the proceeding. They are used to working with many different industries and product lines and will make no assumptions at all about what words or phrases to opt for. By working through all your ideas and adding a decent number themselves they will deliver the start of a full list. This can then be pushed through one of their internet tools in order to swell the list massively and to incorporate details of how many people are searching for each phrase or word on the list.

Making a decision from this expanded collection gives the company and the SEO Company the best possible chance of selecting not only some of the most popular keywords but also some of the ones that have the least competition on the net.

This process of identifying keywords is the most important of all in the online marketing process. If it is done badly at this stage the rest of the work that follows, which can be quite costly, will simply be the the same as throwing money down the drain. So any organisation that can avoid the trap of thinking that they know how their customers behave on line will get the most from their outlay.

Online Business, Promotion and Marketing