Website Marketing Basics: Keyword Research
Posted by Salem Global on Aug 24, 2009
For this weeks tip of the week we’ll start by getting back to basics.
This means keyword research. All search engine optimization and website marketing stems from keywords and from prioritization of these keywords. There are three variables that must be accounted for when doing keyword research.
1. Industry knowledge; you’ve been in business for X amount of years, no one knows your industry better than you, you are the authority on your company, your topic, your business, your industry. Therefore, your keywords start with you. Make a list of keywords that you think people will search for you under. Then ask you clients and customers how they search for you and ultimately find you. Also, what location are you trying to target? Are you local or national? If you are local to New York, and even more, targeting towards New York City, don’t forget that there are five ways of saying New York City (NY, NYC, New York, New York City, and Manhattan). And what about your street; are you on Park Avenue, Madison Avenue, Wall Street? And finally, if you are in suburbia or in a neighborhood are you downtown, uptown, UES, UWS, midtown etc.? All of these factor into researching your keywords.
2. Now that you’ve identified your own keywords, we need to go to Google. At https://adwords.google.com/select/KeywordToolExternal you will find Google’s somewhat exact (and we believe there is some margin of error) numbers revealing how many searches there are every month for a particular keyword or keyword phrase (i.e. “website marketing” yields 165,000 searches per month and it just so happens that SalemGlobal shows up first in Google for “website marketing” so you can only imagine how many leads we get per month).
3. The third variable is the marketing expert. Meaning, you will know your own industry and the software will reveal the numbers involved but only a marketing professional can add the insight needed to successfully market your business.
Your keywords and prioritization of keywords are the basis to any online marketing campaign, if you would like to know more or have any questions feel free to email me at raphis@salemglobal.com, call us at 212-993-5828 or visit our website, www.SalemGlobal.com
Next week we will talk about implementation of keywords, where and how to implement these keywords.
