Effective keyword research is the process of researching and selecting keywords that are relevant to your site and used by prospects on search engines to find the products and services you offer.
Selecting the right keywords can make or break a Search Engine Optimization (SEO) project. So, it is very important for web marketers to select keywords that are not only related to their product offerings, but also are generating enough traffic to worth the SEO optimization efforts. Here is where having access to a robust keyword research tool/software that provides different variations of searches done in the real life by prospects, the number of times they are searched for and how competitive those keywords are can prove handy.
Having access to paid or free keyword research tools even though a necessity, it is not enough. Understanding how to utilize a keyword research tool in the context of a SEO project is the key to success. It is also important to integrate the keyword research results with the copy writing and designing a website for maximum impact.
Keyword research is also integral to the success of PPC (SEM) campaign as finding the right mix of keywords can contribute to the ROI and marketers' bottom line.
As you can use a larger universe of keywords in an SEM campaign than that of SEO and you can measure the ROI for all those keywords, you can use the PPC campaign to find the best converting keywords. Then you may utilize those keywords to optimize your site organically. Even though visitors coming from different sources (organic vs. paid) might behave differently, this approach is much better than shooting in the dark.
So, in short, proper keyword research helps you discover new opportunities, tackle the misconceptions and increase conversions. However, it is important to keep in mind that keyword research should be a dynamic and ongoing process as the Web, people and trends evolve.
By Nima - Toronto SEM SEO Expert
Related Article: Google Search-based Keyword Tool
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