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About keyword research
Keywords bring site visitors
To attract visitors to your Web Site, it is vital to know what keywords (seldom individual words; more often keyword phrases like "Mexican restaurants Orlando") people are typing into search engines (like Google.com) to find the information they want. As your read further note that we use "keywords" to refer to individual keywords as well as keyword phrases containing several keywords.
Keyword research — definition and purpose
Keyword research is the investigative process of determining the very best keywords for the products, services or information on your web site. These keywords are then used to help you obtain more web site visitors by optimizing your web site and improve your ranking in natural search or by using the keywords in a pay per click advertising campaign.
Importance of ranking in natual search
According to advertising expert David Verklin, 80 percent of web visitors never look beyond the the first page of search results, and 80 percent of the activity is within the first five listings of the search results. Moral: High ranking in search results is critical to getting noticed in natural search.
Some keywords are obvious, some are not
Expertise in a field and its terminology may not eliminate the need for keyword research. It's true that some keyword phrases are obvious. However, when research is conducted, you always find much more than you can think of on your own. In part, this is because people look at information from many different perspectives, and word their searches accordingly. For example, a carpet cleaner may come up with phrases like "carpet pet odor removal," while a potential customer may be searching for how to "clean dog vomit on rug."
Tools for keyword research
The tools we use for keyword research (and you can use them too) are wordtracker.com and Google's research tool. A web site that offers these and other tools from one interface is nichebotv2. These tools are valuable aids. The very best tool to start with, however, is your own imagination (put yourself in your customers shoes - try to think like they would).
When should keyword research be done?
Keyword research can be done and the results incorporated into your existing web site. But it is best to do this research, and do it well, before you build your site. Why? Because then all your decisions about content can be focused around your keywords. Some people build their web site business plan around their top keywords. That's thinking ahead!
What is Keyword Effectiveness Index?
It is also important to try find keywords with a high Keyword effectiveness index (KEI). That means that there are many people searching with that term, but not many Web Sites delivering content for that search. This constitutes a niche market you can tap into. The Wordtracker tool displays KEI results.
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