The "Why" and "How" of Keywords
  • Simply put - keywords, as they relate to search engines, are words and phrases that match search queries that people type in when looking for a specific information. 
  • What that really means for you as a marketer or a simple webmaster, who plan to get more traffic to your website?
  • If you know what people are looking for and you are able to address this specific need, at this particular moment - that’s a win-win situation. 
  • Moreover, you are able to tell where they are looking for it or if they are ready for a purchase. Phrases typed in the search engine query box articulate user’s intent very well, for example:
The Google Keyword Tool
  • The Google keyword tool is typically the first tool webmasters use to determine what searchers are actually looking for. In its simplest form, the tool provides information on individual keyword searches, along with monthly estimates on how often the searches are performed.
  • The tool also gives researchers an indication of keywords related to the main research query.
  • Researchers can also look at results for individual countries, regions and specific languages.
  • The Google keyword tool helps marketers answer the question "what are people looking for?". Although the Keyword Tool is available in AdWords account, which is meant to be a paid solution, you can access it and use it with no additional costs.
  • The Google trends tool also provides information on different genres of searches. For example, researchers can find out what kinds of searches are rising and/or falling in popularity within YouTube, Google News and Google Images. 
  • While the information still falls within the context of the trend, instead of the exact numbers of keyword searches, it is still helpful in determining what kind of subject matter is worth discussing in content creation efforts.
Bing Webmaster Tools 
  • When it comes to search engines, Google is not the only player in town. Internet users can also opt for Bing or Yahoo. Bing webmaster tools provide keyword search data and volume for queries in the Bing search engine. 
  • While not as widely used as Google, Bing still has good information on how consumers and businesses are using the search engine. Marketers can and should use this information to confirm their content and SEO strategies, as trends tend to be similar between both Google and Bing.
Pay Per Click Campaigns
  • Because Pay Per Click (PPC) campaigns are paid for by advertisers, their presence usually indicates that there is activity among searchers and users for a particular keyword. 
  • With PPC campaigns you can test the effectiveness of different keyword phrases; so much so, that when there are no ads present for a particular search, it is an indication that buyers do not use that search query. 
  • Presently Google doesn’t provide an information about the keywords which make users come to your site, but this rule doesn’t apply to paid campaigns, where the keywords you used, and the actual phrases are easily available.
Long-tail Keywords 
  • The more knowledge a customer has about what they are looking for, the more words they tend to use in their search query. 
  • This is typically an indication that they are looking for the right place to find a particular product model number, product feature or product enhancement.

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