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3 Reminders About Performing Keyword Research
Friday, November 13, 2009
As we all know, keyword research is a critical part of any online marketing campaign.  No matter if you are discussing SEO or SEM, proper keyword research can lead to proper keyword selection which leads to proper keyword optimization which leads to traffic and ultimately conversions.

We get that and you should too.  The question is why then do many big brands sometimes forget about the importance of revisiting their keyword baskets on a regular basis?  I am of course speaking from an organic search perspective.  As you compile your natural search keyword basket, your work is not done.  There are a number of items that you need to factor in.  As a result we have come up with three important reminders about performing keyword research.

Three Reminders About Performing Keyword Research

  1. The Keyword Research Process is Iterative - keyword research needs to be on-going and repeated.  Just as the seasons change so can people's searching habits.  Keyword popularity changes and can change frequently and often.  Using tools such as Google Trends http://www.google.com/trends, Google Insights for Search http://www.google.com/insights/search/#  and even YouTube Search Suggestions can provide great insight into relevant keywords that your audience may be using as they search for a solution or answers to their search query.  Just because you have created a keyword basket does not mean that your work is done. 

    Reviewing your keywords on a regular basis should factor into your keyword research process if for anything else as part of the process of continuous improvement.

  2. You Need to Have Content to Back Up your Keyword Selection - quite often when we get feedback from clients on keyword recommendations, they want to add this keyword ans that keyword because their competitors are positioning and being found in the search results for that phrase.  Yet the client has no content on their site pertaining to the keyword in question.  Here's the thing, just because you place a keyword in your meta data or title does not mean that you are going to place well for that phrase in the search results.  You need to feature content on your site to back up the optimization of your keywords.  Some say that keyword density is not important.  Well that is partly true.  We're not suggesting that you go out there and start placing keywords in your content all over the place so that your website becomes spammy.  We do recommend that you create content themes to help the user and the search engines reference your site as an authority on a given topic.

    If you want to be found in the search engines for "insert keyword here", then you had better include "insert keyword here" within your page content where it makes sense to do so.  Some say that "you don't get if you don't ask" well in the world of search, you don't rank if you don't have keyword appropriate content. Simply put, you need to have content to back up your keyword selection.

  3. Your Target Audience does not always and will not always speak your language - forget all of the marketing mumbo jumbo, and remember thay industry jargon does not always jive with your target audience.  You need to speak the language of your target audience.  Keyword research enables you to gain a better understanding of what terminology your audience is using.  Forums, social networks and blogs can be a great source of intelligence for this type of keyword research.
Even in 2009 and moving into 2010, keyword research is as important if not more important than ever before. With the flash of Internet Speed and hyper-competitive nature of the SERPs (search engine results pages), being able to establish an effective keyword research process is a must.


posted by Jody @ Friday, November 13, 2009  
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