Phrase Research For Search Optimization

Selecting keywords is just the start of a search engine marketing campaign, especially for the advertiser with an eye on global sales.

A MediaPost article outlines the benefit of tools from firms like Hitwise and KeywordIntelligence.com. With those tools collecting information from the ISPs themselves, a lot of data becomes available for what the story describes as important areas to consider when constructing keyword phrases.

MediaPost lists five areas where money spent on such research can help. One is regional intelligence – this lets the marketer evaluate keywords across geographic regions like the US and the United Kingdom, and consider alternate spellings depending on where a campaign takes place.

Phrase success tells which keyword phrases sent a visitor from the search engine to a landing page. Industry search phrases concentrates on what terms prevail for certain categories. The very useful competitive search phrases data lets a marketer take advantage of what rivals have used to successfully bring visitors in from search engines.

Lastly, a search term analysis can reveal details about how much traffic a phrase generates, and who is receiving that traffic. As the saying goes, one spends money to make money, and spending on Hitwise could mean making the kind of money on search engine optimization that advertisers want to make.

David Utter is a staff writer for WebProNews covering technology and business. Email him here.