By Jeremy Sanchez, co-founder, Global Strategies International
The Web turns much of traditional marketing on its head because customers find content themselves, rather than the traditional model of content being carefully placed in front of them (such as with print or TV). In order to be found (and not summarily rejected when the user is dissatisfied with the resulting Website), you must know what words customers use when they search.
Keyword research is the practice of mining search engine databases for popular consumer search keywords and trends. The keyword search data stored in Google and Yahoo!’s databases is a gold mine of consumer insights and intentions. Think of this data as a huge focus group study that is conducted in an unbiased setting. the resulting data is powerful, and companies are leveraging search term data to not only create marketing content that can be found by search engines, but also to name products, develop future product offerings and more.
Marketing on the Web is less about telling your customers what you want them to hear and more about giving them information they need. Brands who cannot embrace this concept will lose trust (and clicks) in the world of digital marketing. The keys to success here are in doing this now, doing it well, and doing it honestly.
View the Speaking The Customer’s Language PDF (275 KB)
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Last 5 posts by JeremySanchez
- Creating Value Through Search - January 5th, 2009
Tags: consumer, Enterprise, keyword research, marketing
Great article. Some important take-aways are: 1) Content is king and 2) Know your audience. Spend the time initially to really get into the head of your consumers in order to do SEO well.
Todd Greenwood