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SERVICES » Internet »

Internet

Internet

Internet Media Advertising; Search Engines, Keywords, Analysis ...


Keywords are used by Web surfers to describe what they hope to find when performing a Web search. The ability to have your website "show-up" during this search is a very important function in internet marketing because the web surfer has an immediate want or need they need to fulfill.

There are two ways to get keyword searches to find your website when they are surfing the web, either through Search Engine Optimization ("SEO") or by paying for certain keywords through a paid keyword search program.

Search Engine Optimization
SEO is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. Usually, the earlier a site is presented in the search results, or the higher it "ranks", the more searchers will visit that site.

Paid keyword search
Because Google has the largest share of the internet search market, Google is always the best place to begin. There are three main steps to developing a paid keyword search campaign.

The first is Discovery - finding as many keywords as possible relating to your Web site. Online tools exist to speed up the discovery process by allowing marketers to search for related keywords and their relative search popularity.

The next step is to analysis the list of keywords - finding the most valuable keywords for your Web site. The most generic keywords are the most widely searched, but also the most competitive, and sometimes bring mediocre conversion rates. Generally, phrases that most accurately describe specific qualities of a site yield the highest ROI.

Last you have to do a competitive analysis - analyzing the strength of competitors for potential keywords. Competitive factors include how attentive sites are to optimization issues and the number of relevant inbound links they have received. Clustered metasearch engines such as Ixquick and Zworks can provide a quick overview of the competitive landscape on any given search term.

Questions or comments about the Web site? Contact the webmaster@fcmediabrokers.com