One of the unique marketing strategies that has emerged with search engine marketing is keyword research and targeting.
This process involves using a keyword tool to determine which particular search engine queries are actually being made. It doesn’t make sense to target keywords if no one is searching for them. Your resources are better placed elsewhere.
The next step is assessing competition for the keywords that appear attractive for your business. If you operate a small, specialized used car dealership, of course it would be nice to rank Number 1 for “cars.” But that’s not going to happen. You should select low-competition keywords that are descriptive and relevant to your business – but also have healthy search traffic. Such multi-word queries are often described as “long-tail searches” and, especially for local-oriented businesses, are “localized” for search.
For example, instead of “used foreign cars”:
“used alfa-romeo austin tx”
“classic european cars east coast”
“70s model fiat bay area”
Effective keyword research and targeting is an ongoing process. If you begin to dominate results for high-traffic searches, your competitors will notice and take countermeasures. However, new keyword opportunities constantly arise that you can seize and use to the advantage of your business.
Why blow up your budget chasing a long list of very competitive keywords when you can focus on a few carefully chosen keywords – that will likely be more effective at driving customers to your business anyway?
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