Google is undeniably a ubiquitous part of most of our lives. It is an official word in the Oxford English Dictionary. Additionally, more and more business transactions and dollars are done online and away from Traditional Media: Television, Radio, Print. As a business owner or director of marketing/advertising or a related role, more and more of Business/Marketing individuals must be educated on how to effectively reach the most amount of visitors/users to your website. The key is through Google. Google is a link to many different business websites to potential clients/visitors; who are ready to buy: Internet users already have an intent or need/want for a product of service & their first step is usually through Google.
The following will illustrate and explain the flow of internet traffic to a typical website. In this example we will use Mr. Widgeteer. The owner that sells and buys widgets:
Figure 1. Mr. Widgeteer effectively selects which type of traffic that goes into his website. He doesn’t sell square widgets so he doesn’t want that type of client. Therefore he doesn’t advertise there. On the other hand, he advertises Blue & Fast widgets because he’s most profitable and he continues to like that type of repeat client.
To a certain extent Google becomes the gatekeeper of who gets clients or visitors. As Google’s search engine market share is growing and growing, it holds and dictates the rules of doing business via Search Engine Marketing. One of those rules is to effectively execute your keyword research. You must do your keyword Research!
Why Must You Do Keyword Research? Resources!
Advertising or placement on irrelevant or nonessential keywords can be a waste of time, resources and money! In the aforementioned example, one sees Mr. Widgeteer only sells Blue & Fast widgets. If he’s not selling square widgets he shouldn’t advertise or show internet users. Top search engine placement on the square widgets page would mean lots clicks but none will provide you a return; because you can’t sell them widgets.
Keyword research is very important in finding and qualifying the type of clients/customers that you’re looking for. With the internet, people are overwhelmed with choices. Keyword research can provide business owners with insights on what most average internet users are looking for. Keyword research can provide a wealth of data and statistics about which terms are being searched most and which keywords are currently unmarked territory.
Without using keyword research would amount to selling product x without knowing what demand you’ll receive. A good expert will filter and refine keywords that will be a best fit for your business. Even if you do keyword research the top result may not be something that is a best fit in terms of execution and strategy.
Be sure you contact SAM and discover your Keyword Potential and unlock those new clients that you’ve been looking for.
