The True Meaning of Keyword Research
When it comes to making money online, sometimes I think its a good idea to revisit the basics. Alot of times we tend to get caught up in the grand scheme of “online marketing” and we forget where it all started: search engines & keyword research.
As I’ve mentioned in previous posts, especially for new marketers, the first advice given on forums (in this case for keyword research) we take as gospel. Let’s take a look at what I like to call, the “nuts & bolts” of internet marketing: seriously finding what the customer is searching for.
What’s on your list? There’s an old marketing slogan used by a grocery store on the west coast to the effect of, “Whats on your list today? You’ll find it at….” Well, it’s a good idea to make sure you have the right list so you CAN find it. This is the beginning of a good search campaign. We’ve all heard the famous movie quote “If you build it… they will come.” In most cases, building it is the hardest part…and responsible up keep so “they” continue to come.
All lists are not created equal: Don’t be satisfied with keywords pulled from one research tool. In fact, the cool tools from Google and Word Tracker, for example, are not enough when building effective keyword lists. If you’re trying to boost your paid marketing campaign, find out what organic search terms visitors are using to find your site. The opposite can be applied for organic optimization. I won’t list them right now, but there are plenty of free keyword research tools available. Start with Google.
Never stop growing: I’ve never been one to believe your keyword list will ever reach full potential. It’s one of those things that will continue to evolve (at least it’s suppose to) as long as you’re in the online marketing game and search is being used to reach your customer base. As the internet continues to grow; so should your keyword list. In the past year, search phrases have been increasing in length, and the search engine is slowly turning into a “decision engine.” You can thank Microsoft for coining this phrase.
Make the list and check it twice: Just like Santa Clause (I had to say it) making the list is not good enough. You are bound to have some keywords who haven’t been so “nice.” In paid search campaigns, these keywords should either be deleted or relegated to the lowest bids. The deeper meaning here is to make sure you are running the most targeted and focused campaign as possible. Continue to wash the list of any imperfections…rinse …and repeat.
Have a plan: I don’t know about you, but when I walk into the grocery store (even if I have a list) I prefer to have a plan. Most of the time when picking up an item, it’s a good idea to grab other products which are in the same section. Please don’t have the “monkey with a machine gun” attitude when it comes to search engine marketing. This will pay huge dividends in the future…as well as make your funds last alot longer. That’s the goal right?
Also, bidding on a keyword because it’s the most common search term is not recommended. Sometimes buying the the “off brand” is just as good, or better, than falling for the hottest item. Finding the best deals and discounts in the grocery store is the same as finding good keywords; it just takes a little research. Most of the time it will pay off and you’ll get the best bang for your buck.
Stick with what works: This is not to say you shouldn’t continually optimize…be sure to slowly work in new keywords. A truly dedicated marketing manager will spend time daily building his list, however, a new idea doesn’t have to be implemented on the spot. A good way to work in a new set of keywords, without disrupting the existing plan is to: a.) start a new ad group with custom ads and set low bids (for paid marketers), & ,b.) slowly create relevant content and backlinks while including the new keywords (for organic marketers.)
If you’re struggling with your search campaigns, or a newbie to the search marketing concept…the above tips should get you pointed in the right direction. Also, be sure and drop us a line here at MetaFever if there’s sometime you would like us to cover…I figured I should say that since we were just talking about finding what the customer wants 
Cheers!
