6.1 Keyword Research

Keyword programs form an indispensable part of Internet business planning. For any particular keyword or phrase, keyword search programs return:

1. An estimate of the number of Internet searches made monthly by the leading search engines with that keyword, as an exact phrase or one broadly corresponding.
2. Number of competing pages/sites with that keyword in the page text or page heading.
3. Cost per click-through for the keyword on the pay-per-click search engines.
4. Various combinations of items.
5. An analysis of prominent competitor sites.

Uses

Keyword programs are used to:
1. Obtain a good ranking in the search engines (seo: search engine optimization).
2. Find a marketing niche (niche miners).
3. Select the optimal keywords for pay-per-click advertising (ppc advertisers).
4. Design sites to earn money by carrying Google adverts (AdSense publishers).

There are many free services, which an Internet search will locate.

Most companies employ commercial services and/or software, of which the best known are:

Product

Price  

 

m=month


 y=year

Ranking by Criteria (1 is poor, 10 is excellent)

Niche

Miners

SEO

PPC Advertisers

Usability

Value for Money

Wordtracker

$50.50/m

8

10

6

6

8

Ad Word Analyzer

$67

7

4

6

8

8

Keyword Locator

$87

9

6

10

10

10

PPC Toolkit

$99

5

4

9

8

8

Market Samuri

$97

10

8

8

10

10

Rapid Keywords

$67

6

6

8

6

8

Keyword Discovery

$50/m

10

10

8

8

9

AdWord Accelerator

$20/m

8

2

6

10

10

Top Keyword Lists

$37/month

8

2

8

10

10

AdSense Accelerator

$47/m

4

4

8

8

9

Market Research

Wizard

$97

9

2

7

6

9

Product Idea

Profitabilty Evaluator

$147

9

2

8

6

8

Many of these programs provide free trials and/or videos explaining how to get the best from them.

Questions

1. What do keyword research programs measure?
2. Why is that information important?
3. What would you do if keyword research showed no opportunities in your market sector as
a. a large company with an established brand name and
b. a small company just starting up?

Sources and Further Reading

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