Background

Understanding Keywords

Keywords are the foundation of your search marketing account and help lead customers to your website. The keywords you select can have an impact on future traffic and sales.

Here are some guidelines for choosing keywords:

1. Look for keywords on your own web site.
Think like a customer and pick the words that your customers might be searching on to find you.

2. Use a keyword suggestion tool.
Google Adwords and Yahoo Search Marketing both provide free easy to use keyword tools.

3. Think about keywords that attract customers at each stage of the buying cycle.
The buying cycle has three major phases: research, shopping and purchase. The closer someone is to buying, the more specific your keywords should be. For example, customers may search for “guitar” during research, “Fender guitar” while shopping, and “American Standard Fender Telecaster guitar” when they’re ready to purchase.

4. Pick a mix of broad and specific keywords.
Keep in mind that using more generic keywords, like “guitar,” can cause you to go through your budget and may not lead to sales as often, but can be helpful for driving traffic from prospective customers who are in the research phase. Selecting more specific keywords may deliver fewer clicks, but they may be more likely to result in sales.