Keyword Strategy

The purpose of keyword research is to define which terms people use to find information about your products or services. Keyword research helps us to understand what people are searching for and also how they are searching, what words and phrases they are likely to type into search engines in order to find information.

Let's assume that you have a web site which sells vintage clothing. There are hundreds of terms that people may search for when looking for this type of product. Are people more likely to use the term vintage clothing or vintage clothes? Are there other terms which people are more likely to use when searching for this product. Is the term "retro" a term that people use? What about "second hand" or "used" clothing?

Sometimes keyword research can lead to interesting and surprising discoveries. Let's take the vintage clothing search term again as an example. I had did a bit of research on this terms when I began writing this article and discovered that search for vintage Barbie clothing and vintage doll clothing were both quite popular.

This could turn into a niche for someone already selling vintage clothing online. Especially if we find that the competition for vintage clothing is fierce whereas the competition for vintage Barbie clothes is rather small.

Keywords which are searched for a great deal but which have few web site's competing for visitors is something of the Holy Grail of online retail entrepreneurs. And this brings me the next feature of conducting keyword research, the competition.

By conducting research we can learn which search terms are the most popular to internet users. We can also learn how many web sites are competing for visitors generated by those search phrases. This type of information can help us to develop a keyword strategy for a web site. We can decide whether or not it is wise to try to compete directly against the competition or to perhaps target niche keywords.

Without a carefully thought out and informed keyword strategy a web site's marketing efforts are shooting in the dark. Research is the first and most important aspect of online marketing.

There are a variety of tools available online designed to offer data about key words and key phrases. There are many commercial software applications and online keyword research tools. Google and Yahoo both offer free online keyword tools. Wordtracker is available to try as a free demo but charges a fee for monthly full featured usage.

See also:
Generic Keyword Strategies
Targeted Keyword Strategies
Geograpchic Keyword Strategies

Copyright © 2007 Jeff Palmer / Semultra All Rights Reserved