Keyword and key phrase research is an important activity for any type of website marketing campaign, whether the focus is on ‘natural’ search engine optimization (SEO) or paid advertising placements. Research tools are used to find your optimum keywords and phrases, namely those with: – solid traffic – high conversion – limited competition
Website ‘information architecture’ and pay-per-click campaigns are structured based on strategic keyword research findings from custom research conducted around your website and the goods and services you are selling and where.
Maybe it’s the sociological quality of the research – a sort of everyday-ness – that so frequently results keyword research being overlooked. There is very frequently a mismatch between the terminology used by business ‘insiders’ and potential clients and customers searching for services and products online. By outsourcing the task of finding your best keywords and phrases for search, you get a fresh perspective on the type of website language that will best help you with the sales of your services or products using online lead generation or selling methods.
In terms of time needed to get meaningful, product keyword and phrase data results, this varies widely by client. Factors include the size of your website, in terms of the number of pages available to work with; breadth of your services and products; depth of detail researched by potential clients and customers during the online purchase research cycle; and geographic reach. Generally a minimum of 8 hours is needed, which includes a telephone meeting to discuss results (based on a 10-15 page Website). Some clients benefit from 20 to 40 hours of research, or more, plus regular, ongoing research.
