Keyword research
One of the most important aspects of any internet marketing project, Keyword Research is the process that identifies the words and phrases that people use to find your business online.
Identifying your keywords is the first thing you should do, before undertaking any form of online marketing - without this knowledge it is all but impossible to put yourselves in front of the right people.
The problem with keyword selection
There are a number of factors that complicate what should really be a simple process.
Firstly, it doesn’t always follow that just because you have a keyword or term that relates to your product, people will actually use it when they search the internet.
Many words are also fairly generic by their nature, take for example the supplier of bark mulch that spends a fortune on a pay-per-click advertising campaign for the word bark, only to find that 90% of their budget is spent on people looking for information about stopping their dogs barking. A costly mistake to make.
Some words will relate directly to your product, but we may find that very few people use them when they search - a small change or different choice of words can make a huge difference.
Just to complicate matters further, the choice of keywords may need to be modified depending upon the time of year. As an example, consider the fact that near to Christmas (or perhaps Valentine’s Day) more people will be looking for “guaranteed delivery” in addition to their normal keyword searches. The inclusion of these two words is likely to boost the number of people who click through to your site.
Can I do keyword research myself?
In theory, at least, the answer is Yes.
The reality is that it is often best to get professional help with keyword research as it can be a time consuming task, and as mentioned previously, there are also a number of issues that make selection of suitable words and phrases somewhat harder to make.
Of course it is imperative that you are involved in the keyword research process so that we can leverage your industry and product knowledge, to get us off to a flying start in the search for our list of profitable keywords.
We also need to know what you want to achieve from your online marketing. For example, do you want to boost online sales or are you looking for greater brand awareness?
Why can Zest do better?
We have access to tools that tell us which words are most popular for given topics. These same tools are also capable of generating similar words (synonyms) that people also use.
Our experience allows us to analyse these results with a degree of common sense, in order that we can provide you with a highly relevant and useful list of keywords, that should help boost the return on investment gained from your online marketing.
The next step
Keyword research can be provided as part of an online marketing campaign, or as a standalone service.
To find out more about keyword research, please call us on 01606 557916 for a no-obligation chat about your requirements or email sales@zestinteractive.co.uk.