Keyword Research: Understanding the Power of Customer Language
Far too often marketers think they know what words a potential visitor uses to construct a query to find their product, services or information in
search engines. But years of research and experience have shown that search engine users use terms based on their experience and the way they
relate to your product or service as a potential customer/visitor, which is often different than the way you refer to your own products and
services within your company.
Extensive keyword research seeks to harmonize your keyword choices with the search terms most used by your targeted visitors. Understanding your
target audience's language and behavior at this level makes a huge difference in how easily potential visitors can find your website and how your
site will rank in the search engine results as users hunt for products and/or services offered by you and your competitors.
Not All Keywords Are Equal
You need to know what words people are typing into search engine query boxes to locate products, services or information that you offer on your
website. But beware -- different keywords can signify different customer intent.
Here is a simple example: If a user types in the term "coffee," he may be looking for French-roast coffee, a six-cup automatic grind and brew
coffeemaker, or ice cream. Chances are, a user that queries a one or two-word non-branded keyword is not looking for exactly what you offer on
your website. When you're developing your target keyword list, first discover which keywords your visitors are querying to arrive at your website,
what keywords are producing the highest conversion rates -- and then research additional, relevant keywords and phrases.
Phrases of three words or more are becoming a more common way for people to search. So it's not only important for you to find the right keywords,
but also the right phrases.
Keyword analysis and optimization are not one-time procedures. To be handled thoroughly, the work must continue on an on-going basis. After all,
language, terms and jargon are continually changing, as is the content of your site - so the pace at which you optimize, analyze and re-optimize
must keep up with those changes.
