: Search Engine Marketing: Choosing Keyword Phrases by: Richard Cunningham Selecting the right keyword phrases is the key to a successful search engine marketing campaign. Industry statistics indicate that as many as 85%

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Search Engine Marketing: Choosing Keyword Phrases

by: Richard Cunningham


Selecting the right keyword phrases is the key to a successful search engine marketing campaign.
Industry statistics indicate that as many as 85% of all initial Website visits begin with a search engine query, and according to researchers NPD Group, more online purchases originate from search engine listings than from any other source. It’s no wonder, then, that search engine marketing campaigns – which include organic search engine placement, paid inclusion, and pay-per-click, among the major elements – are a centerpiece of every online marketing strategy.
A marketer’s first step in developing a successful search engine marketing campaign is optimizing each page on their website with a set of relevant keywords. In the audiobook, “Sound Advice on Search Engine Optimization,” author Jill Whalen says, “The keyword phrases you choose to focus on within your visible Web Page copy is the key to success.”
Whalen notes that marketers need to use keywords that are most relevant to their Web site – two and three-word phrases that best describe their products and services. To develop a list, start with a brainstorming session. What words will prospective customers use to search for information? How often are people searching for those words and phrases?
“Once you have a decent list,” says Whalen, “head on over to WordTracker.com, which will tell you how many people are actually searching on those keywords.” From there, rewrite or edit the copy on each Web page, utilizing the best keyword selections. “Submit these pages to the search engines, and soon you should start to see your traffic soar!”
Jill Whalen offers search engine marketing strategy advice each week in the free audio newsletter from What’s Working in Biz, www.whatsworking.biz/full_story.asp?ArtID=92

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