Keyword research is one of the most important, valuable, and high return activities in the search marketing field.
Ranking for the "right" keywords can make or break your website. Through the detective work of puzzling out your market's keyword demand, you not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.
It's not always about getting visitors to your site, but about getting the right kind of visitors. The usefulness of this intelligence cannot be overstated - with keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are already actively seeking. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of consumers in virtually every niche.
How to Judge the Value of a Keyword
Is the keyword relevant to your website's content? Will searchers find what they are looking for on your site when they search using these keywords? Will they be happy with what they find? Will this traffic result in financial rewards or other organizational goals?
Search for the term/phrase in the major engines
Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.
Creativity is Key!
Don't fall into a "standardized" content strategy trap. Instead, focus on how to better measure the process and improve the formula. Things like metrics, ROI, conversion, and reach are a good way to change the formula in order to maximize results. In terms of business, this is the right way to go. But because clients are not interested in business models and efficiency, you have another element in mind. Independent from business models and metrics -- the creativity to create engaging and relevant content.
Global Marketing: 5 Common Mistakes to Avoid
Adopting a Universal Approach
Even if you have a product you feel has a true potential global appeal, make sure you adapt your message to the individual market. Many truly worldwide brands, such as Sony and McDonald's, adopt a local strategy.
Failing to Localize Your Online Presence
Traditional marketing such as TV, radio, and print advertising is naturally tailored to each target market. But there's sometimes a tendency to neglect international customers online. The nature of the web means anyone can access your main website.
Good quality translation is essential in all aspects of your global marketing strategy, from product names to slogans and website content. The most effective way of doing this is to work with native speaking translators who are also familiar with your sector.
Keeping The Same Keywords
Literal translations do not always make effective keywords as locals could use colloquialisms, abbreviations, acronyms or simply alternative terms to search for the same thing online. If you'll remember...Chevy had a difficult time selling a car to native Spanish speakers that was given the name, "No Go."