The role of keyword research
November 7th, 2007 by Glenn
Understanding keywords, and knowing how to make use of keywords research, is a powerful differentiator for online business.
To help explain keyword research to business owners and those responsible for marketing strategy and planning, I’ve written an introductory article called Keywords Research: Sonar for Online Marketing.
The article introduces keyword research and explains how it can be used in an online business. The article aims to be concise (as simple as possible, and no more).
I’ve left a few concepts out. For example Keyword Effectiveness Index (or KEI) didn’t get a mention. KEI measures popularity of a keyword over competition, so a popular keyword with low competition has a high KEI.
It is left out because if you are running a business with competition, KEI just isn’t useful.
Brian Clark of CopyBlogger has recently launched his Teaching Sells educational programme (highly recommended if you are in any way involved in delivering education services online).
In the Teaching Sells course material, there is a quote that makes a very important point:
The idea behind entering into a high-demand market is not to avoid competition, but to successfully compete.
Rather than focus on where there is limited competition, I would rather work with strategies that allow you to compete successfully.
And that is the focus of the article, how to use keywords as a competitive tool.
Please read the keywords-as-sonar article. Let me know what you think and suggest any improvements - I do plan to add to it over time.
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November 7th, 2007 at 1:48 pm
Hi Glenn,
I like the way you’ve really simplified the topic of keyword searches, as other articles make it so complicated, you just want to give up!
Now that I’m further down the track with my business, I can see that the tools I’ve been using to date don’t have the same power as something like Wordtracker. I’ve been using a free tooll called “Overture Keyword Selector”, but it really is more frustrating than useful as it doesn’t give you alternatives to your search term.
I’d like to have the use of something like Wordtracker, but the cost does worry me. What if I only need it once a year? Is the expense worth it? What alternatives do I have?
I’m about to make some changes with one of my sites, so doing the research on popular keywords is essential. Any advice would be greatly apreciated.
November 16th, 2007 at 11:47 am
I agree with Janet that this article cuts through the confusion to the heart of keywords - I stumbled this brilliant resource.
Janet, I think you can sign up for a free trial of wordtracker at: http://www.wordtracker.com/free-trial.html
I’ve used it and it gave me a good head start.
They also seem to have a free basics email course when you sign up.
Good luck!