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In short, the best uses of keyword research tools is finding the best words:
- to get search engine traffic,
- to persuade people to act,
- to increase return on pay per click investment, and
- to analyze the demand and supply of a particular product/market
Getting search engine traffic (search engine optimization)
When searching for information on the Internet, surfers (your potential clients, visitors, customers - whichever way you like to call them) use words to locate it using search engines. Search engines look for these words in the text of a web page, its indexable code and/ or in the links pointing to it. These are the words that are important to website owners and hence are known as keywords.
Knowing these keywords and optimizing your web pages accordingly, helps website owners to attract a lot of traffic through search engines.
Keyword research tools help you to identify these and any extra keywords that you may not have thought of by yourself. Not only that, a good keyword research tool should also be able to show you the competition for that keyword. A good example is Keyword Enchanter.
Persuading people to act (Copywriting)
Every web page is created for a purpose (I think
). Some pages are created to persuade people to buy certain products or services, some to give away things for free etc. To get people to do what you want, you need to demonstrate you can fulfill their needs. So how do you demonstrate this? We use words!Use keyword research tools to find keywords that your potential customers are trying to use to find information that fulfill their needs. Then use those exact words to persuade them!
Increasing return on pay per click investment
- Pay per click advertising
This is probably the second most popular use of keyword research tools. After search engine optimization, that is. Keyword bidding or keyword advertising across pay per click networks like Google AdWords is a popular form of advertising. It requires one to research keywords carefully if they are to maximize their return on investment.
The more competitors bidding on a certain keyword, the higher the cost per click that keyword is likely to incur for you as an advertiser. In order to minimize costs, one would have to look for keywords that have less competition but enough demand to get the desired traffic.
Hence we use keyword research tools to find keyword search terms that can minimize our cost per click and yet get us as many click throughs as possible.
- Pay per click publishing
Publishers, on the other hand, use keyword research tools to find keywords that give them the highest earnings per click and as many click through rates as possible.
Any serious marketer would tell you that it is very important to assess demand and supply before you dive into any market. When marketing offline there are various techniques one can use to gather this data. This is also true for Internet marketing. Keyword research is one of the tools one can use for gathering this data online. Assessing the number of searches done on search engines for a particular keyword can help us estimate the demand for a particular product or market. Though keyword research tools are NOT the only source of this information, they should not be ignored when carrying out this important research.
So, as you can see, keyword research tools are not only there to help you increase your search engine traffic, but also to carry out other important market research. It is also important to note that some keyword research tools are specific to certain research types.
