Internet marketing relies more on search engine operations, and most search engines display information based on keywords. Therefore, keyword research is a crucial part of any Internet marketing project.
In conventional marketing, an individual is attracted to a product ad based on the flashy image of someone they admire or something they’ve always wanted. Therefore, a billboard with such images would draw the customer’s attention immediately even when there are other billboards near it. When it comes to internet marketing, search engines pull words searched by the customer from websites. Although many of these websites are listed by search engines and there are many such pages, it is unlikely that the customer will look beyond the first two pages for their requirement. Therefore, having the right keyword becomes very important to attract the right customer.
The problem of capturing customer attention is further compounded because the Internet offers a way to market products all over the world. Therefore, the number of advertisers is considerably higher than it would be, if these lists were related to a country, a state, a city or a street.
Not only is the keyword important, but the way it is used also makes a difference. The award should convey to the customer that this site may contain the information they are looking for. Even if the customer hasn’t properly articulated their search, the keywords should appear somewhere in the title or in the next sentence so that the search engine can tell the customer whether or not the site is worth checking out. Specific keywords, of course, guarantee traffic. Therefore, words like television sets would open many sites. But if the words “high definition” precede the televisions, the potential customer will know for sure which website to consult.
Excessive use of keywords or indiscriminate use of keywords is what some online marketers often do. But that also has a negative effect. Once the customer is inside the website, they expect to read about other product features and not get an exclusive keyword overdose. By using the keyword too often, the other positive aspects of the product can be overshadowed. So this is something to be avoided.
On the other hand, the internet marketer must have multiple sets of keywords or keyword databases. This is because different clients have a different approach based on different needs. The same product can be used for different purposes. Consequently, customers would look at the product based on the purpose rather than the generally known usage.
Similarly, some customers may start with technology rather than brand, while others may choose to refine their search by specifying make and model. Therefore, the lists of desirable keywords would be different, since one would be a technical matter, while the other would be a commercial aspect. A complete set of keywords would attract a larger number of potential customers.