Initial Keyword Research

At Browser Media, we believe that keyword research should be a fundamental stage in almost any form of marketing, but is absolutely critical for successful search engine marketing.

Effective keyword research gives you an incredible degree of understanding of your audience and their requirements. Keyword research can be compared to a focus group of unparalleled size and can provide invaluable insight into how your (potential) customers.

Whilst we would undertake more comprehensive keyword research in the early stages of the search engine marketing implementation phase, we believe in spending time very early on to assess how search engines are being used in relation to your business. These initial findings are an important factor in developing a search engine marketing strategy.

A much quoted example that demonstrates the relevance of keyword research is that of the insurance industry. The ‘industry’ likes to talk about ‘motor insurance’ whereas most consumers like to talk about ‘car insurance’. Those insurance companies who used this information and spoke to their audience in their language, rather than ‘industry speak’, instantly had a key advantage over their competitors.

An initial phase of keyword research at this stage will help ensure that the search engine marketing strategy is built on solid foundations. Failure to appreciate how your audience is using search engines, and the terminology being used, can undermine all future work.

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