Keyword Research

There is an incredible depth of knowledge in the keywords that people use. That’s why we think of search engines as the largest focus group in the world. It’s where consumers’ questions, concerns, ideas, and goals transform into keywords. And once you know the words and phrases they use to search for you, then you know how to speak to them, including shaping the content on your site and fueling a keyword bidding strategy. EnginePoint analyzes what your consumer is saying and turns that into insight and strategy.

Keyword Research is About Finding the Story.

Keyword research is used to power search marketing. After all, search marketing is keyword driven. But keyword research is not just a list of words; it reveals a story. Keywords are an expression of what people are thinking. Their real purpose is to teach you how to connect with your audience.

After we perform keyword research, we’ll tell you which terms can be best reached via SEO or SEM, or a combination of both. Some terms can be targeted via on-site or off-site optimization, but other terms might be better reached via paid search campaigns. We’ll outline this for you, providing you a solid path to consumers on search engines.

Where Keywords Become Tactics

All research ultimately needs to be turned into effective tactics that can be put into practice and measured. They tell us where a consumer is in the buying funnel, and how close (or far) they are from converting. Our keyword research provides the estimated traffic potential of each word. But the highest trafficked terms may not be the best ones to target. We’ll give you are expert recommendation about which terms would be the best to target to achieve your goals.

What People Think

Keyword research is primary research—it’s a direct link into what people want, think, feel and do. Keywords tell us what problems people are trying to solve, their desires, their needs. And it demonstrates when those things are important. That is information that can be used anywhere. It can inform and power strategies in any marketing channel. It’s the engine that drives all our strategies, search or otherwise.

Keywords Have Seasons

After we perform keyword research, we’ll tell you which terms can be best reached via SEO or SEM, or a combination of both. Some terms can be targeted via on-site or off-site optimization, but other terms might be better reached via paid search campaigns. We’ll outline this for you, providing you a solid path to consumers on search engines.

Keyword Mapping

Specific keywords should be mapped to specific pages. Applying keywords to a site for search optimization only works when we elevate the rankings of specific pages that best match specific searches. We’ll make sure your organic search efforts are targeting the right pages for your different target audiences.

We present all this back to you in a thorough, easy-to-follow document full of industry insights and consumer behaviors. The keyword data is not just a single list that you use all at once. We present the keyword data in different ways to make it meaningful and helpful.

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