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Is your online marketing campaign an expense or an investment?

Have you tried pay per click advertising, search engine optimization, and banner or "rich media" advertising, and not achieved the results you need to justify the expense? Maybe your website isn't speaking the language of your customers.

If your website doesn't contain the right combination of words and phrases your audience uses to search, how are they supposed to find the site? If your copy doesn't sell them the way they want to be sold or answer their key questions, why would they buy from you? Does the copy on your site give search engines and visitors what they need to find the site and take the actions you want them to take?

No matter your business, B2B or B2C retail, travel, real estate, pharmaceutical, sports, professional services or technology, the online sales process begins the moment your customer turns on the computer and begins to search the web. It begins with keyword marketing. Will your prospects find you or your competitors? Once they get to your site, will the site help them fulfill their needs and close a sale for you or will they go to one of your competitors for satisfaction?

Keyword marketing is an ongoing process that begins with anticipating the questions your audience will ask - and and answering them in their language.

Time is of the essence; to you, to your audience. Your visitors want to search, click on a relevant search result, and find relevant information that will satisfy their needs and wants. You need to make it easy for them to find you and easy to buy from you. Isn't that what you want from your favorite websites? Isn't that why you buy from them? How do your favorite sites achieve this? A careful process that includes keyword marketing.

Keyword marketing involves the following:

  • Keyword Research and Strategy - What words and phrases does your target audience use to search for what you offer?
  • Keyword Optimization - When you build your site, map out the relationships between the keywords your audience will use.
  • Keyword Optimization - You'll need to write the copy of your website so that it will help your audience find the site through search engines and help that same audience take the actions you want them to take.
  • Online Copywriting - One you've identified keywords and the relationships between them, incorporate them into your HTML tags, website copy, and link text.
  • Pay Per Click Advertising - Whether you buy banners or text links, they will often be tied to keywords. You need to pick the right keywords, and refine the list as search patterns change.
  • Web site analytics and ROI Tracking - You'll need to use 1 or more tracking systems to monitor your results.

This site is designed to help you with the keyword marketing process.

If you are just starting out and need a broad overview, start with the keyword marketing intro then proceed to keyword research and strategy to figure out how to determine your keywords and which of them you should acutally target.

Keyword optimization will help you structure your site, develop page templates, get listed in search engines and directories and start increasing the link popularity of your site. Online copywriting will show you how to use persuasive, keyword rich copy and text links to your advantage.

If your site is already built and you have no plans to make changes, you can learn professional strategies for buying keywords.

Regardless of whether you purchase keywords or optimize your site for better rankings in search engine like Google, you'll want to find the right keyword tracking tools and measure your ROI. The website analytics and ROI section will help you identify what to track, what measuements to use, and the tools that will suit your individual needs.

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