A lot of marketing teams within organisations that are selling on line think that they know how future customers will search for their goods or services. Unfortunately their ideas are often clouded or prejudiced by the rest of their industry and the keywords they choose may be way off the mark. So although they could well attain a page 1 Search Engine Placement listing for a certain keyword, the fact that no customer is searching for that word means that the page 1 listing is valuless as no traffic will flow from it to the business website. We say “no” traffic at this point, the chances of absolutely no one using a certain word or phrase is doubtful, what we mean here is that the vast bulk of customers all use other words to find the products online and if the organisation is to make good money from internet sales this is what it should tap into.

Some companies have recognized this fault in their Online Marketing and have tasked the appropriate team to brainstorm the whole product line trying to come up with the layman’s phrases for all of the things they offer. This is a step closer to getting a much more useful list of keywords, although here there is still a inclination for the chosen words to come very much from inside the industry.

Asking customers what they did to find you is a ideal way of seeing things from the other side of the fence. On the other hand it can be quite time consuming and sometimes a little frustrating for the customer, who merely wants to make his purchase and leave the site, rather than filling in even the smallest of questionnaires. The other problem with this sort of selection is that it will take a large amount of time to get the amount of information needed to make an informed choice.

Although there is a cost involved, a good SEO Company can add a lot at this stage in the game. They are used to working with many different industries and product lines and will make no presumptions at all about what words or phrases to choose. By working through all your ideas and adding a decent number themselves they will produce the start of a wide-ranging list. This can then be pushed through one of their internet tools in order to increase the list massively and to take in details of how many people are searching for each phrase or word on the list.

Making a choice from this expanded collection gives the company and the Search Engine Optimisation Company the best possible chance of picking not only some of the most popular keywords but also some of the ones that have the smallest amount competition on the net.

This process of identifying keywords is the most critical of all in the online marketing process. If it is done poorly at this stage the rest of the work done, which can be quite costly, will simply be the equivalent of throwing money down the drain. So any business that can avoid the trap of thinking that they know how their customers act on line will get the most from their outlay.

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