Search Engine Marketing:
Choosing Keyword Phrases
Selecting the right keyword phrases is the key to a successful
search engine marketing campaign.
Industry statistics indicate that as many as 85% of all initial
Website visits begin with a search engine query, and according
to researchers NPD Group, more online purchases originate
from search engine listings than from any other source. It's
no wonder, then, that search engine marketing campaigns ?
which include organic search engine placement, paid inclusion,
and pay-per-click, among the major elements ? are a centerpiece
of every online marketing strategy.
A marketer's first step in developing a successful search engine
marketing campaign is optimizing each page on their website
with a set of relevant keywords. In the audiobook, "Sound
Advice on Search Engine Optimization," author Jill Whalen
says, "The keyword phrases you choose to focus on within your
visible Web Page copy is the key to success."
Whalen notes that marketers need to use keywords that are
most relevant to their Web site ? two and three-word phrases
that best describe their products and services. To develop
a list, start with a brainstorming session. What words will
prospective customers use to search for information? How often
are people searching for those words and phrases?
"Once you have a decent list," says Whalen, "head on over
to WordTracker.com, which will tell you how many people are
actually searching on those keywords." From there, rewrite
or edit the copy on each Web page, utilizing the best keyword
selections. "Submit these pages to the search engines, and
soon you should start to see your traffic soar!"
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www.SEOElite.com |
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