Search Engine Marketing: Keyword Research & Strategy

Pay per click advertisements are triggered by keyword searches on search engines, and as such it is critical to identify those keywords that will not only bring you traffic, but which will bring you the traffic that turns into customers. Chances are you already have an idea of some of the keywords for which you want to create PPC ads. We'll use those keywords as a starting point and then perform research using various tools and then combine that with other research and experience to create a list of relevant keywords and keyword phrases. That list might be 20 words, or it could be thousands, depending on the nature of your business.

The strategy part of our work is to decide which keywords are going to be of the greatest benefit to you. For a large ecommerce company there are going to be at least one or more important unique words for each product being sold. For another type of organization or business there might be just a few keywords that are of critical importance while all others are of secondary importance. Although we may refine our opinion over time as we work with you, we can generally predict which keywords are going to bring the greatest return and therefore demand the greatest attention.

For more information on SEM in general consult our Frequently Asked Questions About Search Engine Marketing or return to our main SEM page.

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