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02.15.10 Building Your Site Ranking Through Keyword Research  By Stoney deGeyterKeywords are the blue-prints from which all your marketing efforts are built upon. Keyword research tools provide valuable insight into what words people are searching on the major search engines. But research tools are just the first step in a thorough and well-planned keyword research process. Great tools like Keyword Discovery and Wordtracker or even Google's tools don't tell you the intent of each search, however that information can be deduced with a bit of analysis and keyword organization. But before we get into that, let's look at how people search so we can better understand how to segment and organize your keywords into an effective optimization campaign. How People Search 
Over the years searching trends have changed. Once upon a time the majority of searchers used one word queries. Eventually they started realizing they they get better, more accurate, results when you give the search engine a bit more information about what you are looking for. The more accurate the search phrase you use in your search is, the more accurate the results will be that are returned. Studies have shown that four and five-word phrases often have a higher ROI than one and two word phrases because the searcher is more likely to get results that meet their needs. The downside of longer phrases is this increases the keyword combination potentials so the number of searches for any one phrase reduces dramatically. This makes optimization more difficult. Instead of optimizing for one general phrase you have to optimize for five very specific phrases. This is the long-tail of keywords, also known as the low hanging fruit. These longer phrases have far less competition and are much easier to get ranked, but also produce lower traffic volumes. Long-tail phrases should not constitute the primary focus of your optimization efforts. Nor should you focus primarily on short-tail phrases either. A good keyword optimization strategy goes after both simultaneously. Continue reading this article. About the Author: Stoney deGeyter is president of Pole Position Marketing (www.PolePositionMarketing.com), a search engine optimization / marketing firm providing SEO and website marketing services since 1998. Stoney is also a part-time instructor at Truckee Meadows Community College, as well as a moderator in the Small Business Ideas Forum. He is the author of his E-Marketing Performance eBook and contributes daily to the E-Marketing Performance (www.eMarketingPerformance.com) marketing blog. |
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