Friday 8 February 2013

How Does Keyword Research Work?

Keyword Research
Keyword research is a vital component of the online marketing process. It can make a difference between your site being visible and attracting plenty of visitors or languishing on back pages without ever being seen.

Keywords should be specific words or phrases that reflect your business and the sort of expressions that your prospective customer will tap into the search engine in order to find what he or she wants.

When you are considering online marketing, it is crucial that you use the correct keywords. It is the first step to effective search engine optimisation but it also taps into older marketing principles of attracting the customers you want to your site. Good keyword research will reflect the type of customers you are looking for and use the same language, as they are likely to use themselves. It has to be relevant to your customers.

On a basic level you may use terms like "cheap florist Birmingham" for example - if you are a florist aiming at all sections of the market and want to pick up local trade because this is exactly the sort of search enquiry that your customers will use in order to find you.

Similarly "buy flowers Birmingham" or "Birmingham florist" but this is only part of the story because as well as these basic advertising principles, you have to consider the way that the search engines work behind the scenes. Online marketing has to work with the software that lays behind the major search engines such as Google.

There are three types of software that manage the search engine and because this is a non-human function, these "search robots" will not grade websites by quality or interest. Understanding how the Search Engines work is essential for getting your site at the top of the list. Good online marketing works with the Search robots as well as your customers. In simple terms, the spider software crawls the web looking for new content. It is interested in links and text but disregards images or flash content.

For example, your online marketing expert will ensure that your images all come with keyword friendly text so that the spider software will recognise and consequently value images as highly as text. The index software examines the text and is an algorithm that tries to make sense of content in order to deliver the most relevant websites to people who are searching. This means that it is essential that your site keeps on topic and does not divert attention away from your main objectives.

Online marketing identifies the correct and most relevant keywords while providing original text, ensuring that the index software registers your site content as best for enquiries. The query software deals with the part of the process that is visible. As your customers tap in their query, the search engine will endeavour to provide the best most relevant site. This will be ranked on text, links and relevance.

The online marketplace is highly competitive so it is essential that your website is as water tight and relevant as possible so that it stands out above others. Good keyword research is a major factor in online marketing and one of the ways that you can keep ahead of the competition.

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