The importance of understanding your keywords cannot be understated. Keywords are the words or phrases that your prospects type into a search engine when they are looking for you product or service. In order to properly attract these prospects, you have to know what they are typing. Properly researching this is critical, because assumptions and guess-work are often off-the-mark. Understanding what your prospects search for can also provide insight into their motivations to buy.
There is often a difference between what a copmany will call its service and what a customer is actually searching for. For example, our sister company Setnine developed a piece of software called Universal Alert. Universal Alert refers to itself as a “mass notification system”. However, research into what keywords people actually search for shows that the term “emergency notification system” is searched for more often by potential prospects. Universal Alert doesn’t use this term overtly, since it bills itself as being useful in more than just emergency situations, but knowing this is what targeted prospects are really searching for is very beneficial. Universal Alert can aggressively target this term, and the information shows Universal Alert one of the prominent factors their prospects are concerned with: communicating during an emergency.
Understanding what is motivating your prospects to search on the internet leads to understanding what your prospects are looking for from your product.
At Truth Marketing, keyword research is one of the first steps we perform. Until you understand what the people you are marketing to are searching for, you cannot properly make sure you are the one they find when they search.