Where does the search for the right keywords begin when building your online presence? Good Brand Strategy Research begins the process, laying the foundation that will hold everything together. As a Search engine specialist my focus is how to apply the concepts and differentiation built into their Branding into their Interactive and Media presence. But relying on what customers were willing to say in research should only be a starting point for your businesses online location in cyberspace.
So how do we find what words your customers are searching for? There are two schools of thought, which I have seen evangelized by many in the SEM industry.
The first is to keep everything small and easy to manage. This tactic usually involves taking keywords that are already being used on the site, adding in what the automated systems generate in Google, and maybe do the same in Yahoo! Search Marketing if that platform is being used.
The second theory is to actually do some work and find the historical data that will give insight into not only the keywords most searched for but also what other industries are competing for the same general keywords. Movéo employs historical data based on the list of keywords provided by previous web copy, brand strategy research, Executives and search query historical data. The landscape of historical data is ever changing, as for over a year and a half marketers still used the Overture database, even though it had stopped updating data. By actively engaging in the communities and current events of the search marketing industry we employ a wide variety of search query database tools that we aggregate and sort to reach across 13 tools and databases.
By employing historical search query data for B2B marketing search marketers can be sure that terms you should be seen for, that people have searched for in the past, you are seen for. As well, it is just as important that those searchers seeking other industries or levels of the supply chain do not even see your ad.
