Keyword Research - Ensure that YOU get found Online

What is Keyword Research?

"People are still not finding my site even though I am well up on the page listing"

Are you using the right search engine keywords?

OR

Are you using industry jargon assuming everyone knows the "right" words to find you?

Definition

"The term given to identifying the best and most appropriate words or phrases that searchers use to find the products and services that your company offers.”

Search engines measure your site by the keywords in the site copy and the metatags.  These keyword phrases are stored in the search engine databases.  When you search on these words the search engines identify from their database the most appropriate sites and uploads them.

Often there is a difference between the words YOU think searchers use and what visitors ACTUALLY use to search for your product or service.

Keyword Research 

Why do it?

If you have no keywords or your keywords are too general then you will have little or no chance of your website being visible to your target audience through the search engines.  it is critical to identify the words your target market uses to search.

Far too often marketers assume they know what words their target market uses to find them in the search engines.  Research and experience indicates searchers use terms based on their experience and the way they relate to your product or service. 

Keyword Research

How do we identify the right keywords?

Extensive keyword research looks to integrate your keyword choices with the search terms most used by your targeted visitors.  Understanding your target audience language makes a significant difference in your site listing /ranking in the search engine results.

The first step i-Marketing does in any Search Engine Marketing programme is to identify a comprehensive list of keywords and key phrases.

This includes:

	Site analysis Review your site and identify core keyword segments, review the competition and understand their strategy and positioning
	Keyword list expansion Develop a series of keywords that site alongside the core words by using synonyms, word-stemming and thesaurus tools
	Keyword analytics Determine what is searched on and how much

We then analyse the keywords for effectiveness by comparing them against search engine results, competitor sites and any related search results.