Tweet

The Importance Of Keyword Research In SEO And SEM

Written by: Omaro Ailoch

Article Overview: Despite their being no reason that a website can’t use both methods, there often seems to be a divide between the Search Engine Optimization and Search Engine Marketing schools of thought.

The Importance Of Keyword Research In SEO And SEM

Despite their being no reason that a website can’t use both methods, there often seems to be a divide between the Search Engine Optimization and Search Engine Marketing schools of thought. But if there’s one area that SEO and SEM agrees, it is that the selection of targeted keywords is an essential process within the marketing campaign.

PPC Keywords

For SEM or PPC campaigns, the best keywords will drive targeted traffic that has a high conversion rate. Bids will be low enough that a site can still profit from each visitor. While each individual keyword may not generate many searches or clicks, when combined they can generate an exceptional level of sales and drive very good profit levels.

SEO Keywords

SEO requires the same level of targeted keywords. Targeted keywords are typically easier to compete for, and again generate traffic that is targeted enough to offer a reasonable conversion rate. Where SEO differs is that when writing content you will naturally include long tail keywords. These are highly specific and are usually responsible for a very small portion of your search engine traffic. However, because of how specific and natural these keywords are, the conversion rate they offer is usually incredibly high.

Semantically Related Keywords

SEO keyword research has, in many respects, become more difficult since Google’s introduction of LSI and topic based indexing. As well as finding out the primary and moist beneficial keywords for a page, it is also prudent to look for semantically related keywords. Websites that appear the most organic through the use and placement of semantically related keywords will be those that have the greatest opportunities in the search results pages.

Targeted Keywords Are Better Than Generic Keywords

When conducting any keyword research bear in mind that appearing at the top of ads or index listings for generic keywords may not provide the kind of conversion rate your are looking for. In contrast, by targeting a large number of less popular but more targeted keywords, it can be easier and quicker to generate reasonable levels of traffic; traffic that is more inclined to make you money from sales or conversions.

The Exception

There is always an exception to the rule. Some websites or companies may benefit from targeting more generic keywords if they are attempting to brand their business or product. Getting your name and your website seen by more people, more frequently, will make it more memorable in the minds of your potential customers. This can prove a costly ploy and is unnecessary for most small interests.

The Most Important Factors

Search engine ranking isn’t everything and the level of search engine traffic is a better indicator, but this still lacks important information. Yes, your site needs traffic but the wrong traffic won’t improve your sales and profit figures at the end of the day. Targeting and testing are crucial parts of both SEO and SEM.

Keywords, Keywords, Keywords

While both SEO and SEM require equally well targeted keywords, using exactly the same keywords for both marketing techniques is unlikely to yield the best results. Keyword research for organic search engine optimization needs to be kept separate from PPC keyword research. This way, both campaigns have the opportunity to provide the best possible results and you get the greatest ROI from your efforts.

Related Articles
  Understanding Article Marketing Research
  The Basics of Keyword Research
  The Basics of Article Marketing Research
  SEO Course – 5 Essential Elements of a Perfect SEO Course
  Best Keyword Research Training

Article Tags: bear in mind, campaigns, conversion rate, google, index listings, keyword research, lsi, marketing campaign, profit levels, respects, schools of thought, search engine marketing, search engine optimization, search engine traffic, sem, seo, very small portion



Related Forum Posts
Re: What I'm reading this weekend - Feb 18, 2011 - Hi Evan, Thank you for a great list as usual, I haven't had the chance until now to read them as I spent all yesterday helping my father to re-build half of his house (or it seemed that way,LOL) I will make a start reading them today and I particularly like the look of Keyword Research in Google Webmaster Tools, thanks again, Mal.
Most Useful SEO Tools For Webmasters - Hi, My name is Jeff, I work for WebBizIdeas.com and we are developing an article called "50 Most Useful SEO Tools for Webmasters." We have ranked & listed our top 30 SEO Tools but want to get your opinion on what SEO Tools are most useful to you; as Internet Business Owners. Google Webmaster Tools Google Analytics Google Alerts Yahoo Site Explorer SEOBook.com Keyword Research SEOBOOK.com SEO For Firefox Tool SEOBOOK.com Search Engine Rank Checker SEOBOOK.com Back Link Analyzer SEOChat.com Keyword Difficulty Compete.com Quantcast.com Alexa.com Archive.org Stompernet Site Seer Technorati.com PRWEB.com ADDTHIS.com SHARETHIS.com EzineArticles.com Scribd.com Squidoo.com YouTube.com StumbleUpon.com Reddit.com Digg.com Del.icio.us Wikipedia.org Flickr.com NewsVine.com Yahoo Answers NOTE: When you list your answers please include a description on what the site is, why it is important to you, and your experience please....we may include it in our article. Jeff
Re: Keyword Selection - Hi All, Very interesting topic of discussion! Website success mainly depends upon the target keywords so the keywords should be relevant to website theme. Long tail keywords often rank easily in SERP. You can also use Ad word Keyword tool for keyword selection. Keyword having less competition and high monthly search volume are easy to rank.
Re: Best Internet Marketing Strategies - I'd disagree with the first point. Keyword research is important, but it should not be the complete focus when doing niche research. A niche is typically made up of thousands of keywords, and researching them all is very difficult, because the keyword tools won't tell you what most of them are. Plus a niche is not a bunch of keywords, it is a demographic interested in a particular topic. You need to learn about the people in this demographic. Keyword research tells you their search habits and gives clues to competitiveness and potential profit, but you are looking at through a very narrow window of a much bigger picture.
Re: New SEO Tool from WordStream - Looks like a new one. Need to explore for its intuitiveness. I use IBP and Keyword elite. Thanks Robert


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

The Digital Diet by Daniel Sieberg

How to Write Your Articles for Better SEO

Let's Skip the Offshore Horror Stories

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.