Starting Keyword Analysis |
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Inmany cases (usually dependant on the overall cost or value of a product) thesearcher breaks their search and purchase cycle into several distinct areas. Inmany cases the actual timeline from first search to final purchase can happenin 20 minutes or may be prolonged over several days or even several weeks.Knowing how this process works and where your products and services fit into itwill dictate how successful this process will be for your website. This isnot.(let me repeat that...) NOT a question of technology. This is a question ofmarketing. You must have or gain an understanding how yourproduct is sought by people who are in fact restrained by having to usesomething as crude as a search engine to find your website. Failing to understand how a user buys your product online (as opposed to anyother way) will spell disaster for your internet marketing endeavors ingeneral. There are many tools available online which will claim to give you theanswers you are looking for. However this is often interpreted incorrectly bythe novice optimizer. Keyword research is where an optimizer starts their job. In fact the veryfirst thing I would do with a client who sells say 'shopping vouchers' onlinewould be to go to Google.ie or Yahoo! UK and Ireland and type 'shoppingvouchers' into the search engine. This would be my base starting point forthis client and everything I do in research would have started from this onepoint. Let’s say you know from experience that about 20% of customers to your sitecome from Yahoo! Well the first thing you need to do is work out what customerstyped into Yahoo! to get to your site. More importantly what did searcherstype who DID NOT find their way to your site but rather to acompetitors. These keywords can now be used to optimize your site forGoogle which would easily double the sales generated by these keyphrases. Using SEO and PPC Tools.When the company selling you an SEO tool claim it will give you ‘betterinsight’ they generally omit to tell you that if their software worked so wellthen it would be owned by every company. In addition most SEO and PPC engineerstend to adopt certain skills along the way which negate the use of these toolsin the first place. Tools can be a little like stabilizers on a child’s bike.As you get better at understanding how your users interact online the need fortools falls. Eventually you simply don't need the tool. Most good SEO's canlook at a new site and tell the basics of its ability to list in about a minuteor so. Tools should be viewed as ‘time saving’ devices and reporting devices forinformation the client would need to justify investment. Tools areunlikely to tell you anything that you could not work out yourself, albeit at aslower pace. However since we are looking at Tools here specifically here is a list ofthe tools which are generally accepted to be part of an SEO's arsenal. Tools for Keyword Analysis and Research.Okay now that we've seen an overview lets get down to business findingkeywords. |
