Section
Navigation
6. Marketing the Business
:Identifying the Customer
6.1 Keyword Research
6.2 Market Segment
6.3 Customer Tracking
6.4 Metrics
:Campaigns
6.5 Marketing Campaigns
6.6 Marketing with Social Media
6.7 Marketing with Mobile Platforms
6.8 Selling through Affiliates
6.9 Press Releases
6.10 Copy Writing
6.11 Pay per Click Marketing
6.12 Search Engine Optimization
6.13 Improving the Business
Control
Panel
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 |
Pricem=month
|
Ranking by Criteria (1 is poor, 10 is excellent) |
||||
NicheMiners |
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 ResearchWizard |
$97 |
9 |
2 |
7 |
6 |
9 |
Product IdeaProfitabilty 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
Keyword research is discussed on marketing
strategy sites, abundantly distributed on the Internet. A few of the
many:
1.
Bruce Clay. Internet business consultants with excellent
advice on optimization, marketing and Internet strategy.
2. Google AdWords Handbook: 21 Ways to Maximize Results. 153
pp. ebook by Andrew Goodman.
3. Keyword
Marketing Superstar. Brief articles and useful reviews of software
under nine headings, including ppc management.
4. PayPerClickSearchEngines.
A guide to the top ten pay-per-click search engines: includes brief
reviews.
5. Search
Engine Watch. Abundant information, much free. Otherwise by
paid membership.
6. Web Search.
Very full articles, tips and resources on all aspects of website promotion.
7. Marketing
Sherpa. Good range of ebooks on most aspects of ecommerce.
8. Compare
Your Clicks. Free online program that compares keyword prices
in 7 ppc search engines.