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Wednesday, 29 June 2011 13:17

The marketing approach to keyword analysis

The last few blog posts have been looking at the tools and science behind finding and evaluating the keywords to optimise your website around. Unfortunately search engine optimisation isn’t a science. In this blog we’ll look at how using a solid marketing approach to finding keywords will help you identify what your customers are really searching for.

The first thing you’ll need to do is ditch the analytics hat and dig out your marketing hat. In essence keyword research is a similar process to that used by marketers – you’re trying to understand the messages that attract customers. Marketing is all about delivering the right message at the right time to the right person for the lowest possible cost. What you’re trying to do with your keywords is deliver the right keyword to the right prospect when they’re in the right phase of the buying cycle. By using the natural search engine results you’ll be doing this at the lowest possible cost anyway.

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