Keywords are an essential part of web marketing effectiveness as many initiatives (e.g. search engine optimisation & Pay Per Click advertising) require the consistent use of relevant keywords likely to drive revenue producing traffic.
The keywords that work for browsers / researchers might be different to those used by people who want to buy now. Web searchers are increasingly using more specific searches as part of the research & buying process. Financial service companies can often use more than 3,000 keywords. Online retailers can use anything from 100,000 to 1 million keywords.
In some markets, sophisticated data analysis has demonstrated that key words can vary by day of week and even by time of day.
There are a number of tools available to help identify potential keywords. However, it is important to overlay marketing expertise and insight to fine tune the list to avoid wasting time, resource & money on keywords that will not work for your brand.
As ever, regular analysis of web metrics to identify what's working and what isn't is a key factor for business success.
Remember...web marketing is about solving customers' problems profitably.
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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