Keyword Research: The Intelligence Behind Online Marketing

Today’s guest post is by Divya Rawat. Divya is an author with a passion for managing film festivals, is also a content writer with an SEO Company offering Content Writing and Website Development Services for the past 6 years.

Intelligence failure – two words that leave a country’s intel agencies in a tizzy. Not only security agencies, in fact, failure of acquiring proper intelligence, can be a bane for even the savviest online marketing agency. While launching/hosting a website for a product/service, agencies are seen going into overdrive to be ranked first on the SERPs. But a lot of them mess up the process due to either improper or lack of research in keywords.

Keyword research offers the marketer an insight of the online trends. It helps them understand who, what and where the potential customer is. Well-planned keywords not only provide insight, but help the marketer predict shifts in market demands and respond proactively.

When search engines crawl web pages, they are basically looking for specific words that best describe a site. And since these are non-living beings, they work on certain specifications. Every query on the web is recorded. The words used within these queries become a part of the search engine keywords. The search engine narrows the search down to the most widely used words in a given category and shows the results.

Mind-boggling as it may sound, marketers have to get it right. They have to literally sift through thousands of words that may or may not make any sense. The intelligence on which keywords work can be aided by keyword research tools like Google Analytics, Google Adsense, Google Trends, WordTracker and even Wikipedia.

To make sense of the chaos, marketers can follow a few guidelines, which are described in brief here:

Relevance

Before beginning on the quest for keyword research, define the target audience and then find out the keywords that they would typically use, with the help of keyword research tools. The search is going to display a lot of words. From these, focus on the ones that are relevant to the content that the website has to offer. Find out whether they would serve the ultimate purpose of the website hosted. If the answer is in the affirmative, then proceed to the next step.

Research the Search

Cross-verifying the keywords with multiple search engines will even make the listed keywords a strong search parameter in the content of the website. Though Google is the largest search engine, marketers need not ignore other search engines like MSN or Bing; a result that shows up on the second or third page in Google may show up in the first pages of another!

Pilot Run

Prior to embarking on a great online marketing blitzkrieg, it’s wise to run a pilot program, as it helps sift out the unnecessary elements. The pilot aids in estimating the value of the visitors that hit the site; i.e. it will help you arrive at an estimated conversion rate.

Putting in the time and doing your keyword research is the essence of any successful online marketing campaign. With a little diligence now, you can save yourself hours of wasted time in the future.

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