Keyword Research Methods
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Keyword research is one of the most important, valuable, and high return activities in the search marketing field. You not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. The usefulness of this intelligence cannot be overstated - with keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are already actively seeking. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of consumers in virtually every niche
Every search phrase that's typed into an engine is recorded in one way or another, and keyword research tools like those described below allow us to retrieve this information. However, those tools cannot show us (directly) how valuable or important it might be to rank for and receive traffic from those searches. To understand the value of a keyword, we need to research further, make some hypotheses, test, and iterate - the classic web marketing formula.
It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these "popular" search terms actually make up less than 30% of the overall searches performed on the web. The remaining 70% lie in what's commonly called the "long tail" of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day (or even only once, ever!), but, when taken together, they comprise the majority of the world's demand for information through search engines..
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