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Keyword research is the most crucial aspect
of any search optimization and promotion campaign, without
exception. The keyword research process brings to light
information that is both beneficial and directly applicable to
many aspects of the business. The most
common criterion employed for keyword selection include:
Search volume - The number of searches performed for a
keyword. Competition - The volume and
strength of competitor websites. Keyword
research finds a balance between these two factors and comes
out with a compromise in terms of keyword quality or
relevance.
In order to find a compromise in
keyword research one should use new and innovative research
techniques and by approaching the process with a renewed
perspective based upon a more complete understanding of the
gravity inherent in keyword selection. The
idea of "picking" keywords should be abandoned. There are a
finite number of search phrases that accurately describe your
business; this process is one of discovery. Therefore a more
accurate perspective is keyword "identification".
Additionally the notion of "picking"
keywords describes (accurately) the common research model used
in the keyword research process i.e. mining every search
phrase possible that is remotely related to one's industry and
then picking the best one's from the list. This method is
highly imprecise, involves minimal business intelligence and
enervates resources. |
