Everything starts with words entered in the search box. Keyword research is one of the most important, valuable and highly rewarding search activities. Ranking for the right keywords can ruin or succeed your website. By exploring the search for keywords on the market, you can not only learn what terms and phrases to target by SEO optimization, but also learn more about your customers as a whole. It's not always about attracting visitors to your site and getting the right visitors. The benefit of this knowledge can not be exaggerated. With keyword research, you can predict changes in search, respond to unstable market conditions, and produce the products, services, and content that visitors to the web are actively looking for. In marketing history, there has never been such a low barrier to entering the understanding of consumer motivation in almost every niche.

How do we judge the value of a keyword?

How much does a keyword cost on your website? If you own an online shoe store, are you making more sales from visitors looking for "brown shoes" or "black boots"? The keywords visitors bring to search engines are often available to webmasters, and keyword search tools allow us to find this information. However, these tools can not directly show us how valuable it is to get traffic from these searches. To understand the value of a keyword, we need to understand our own websites, make some hypotheses, try and repeat - the classic web marketing formula.

To evaluate a keyword, we must first ask whether it matches the content of the website. Do users who have entered this word in the search engine will find what they need on your site? Will this traffic lead to financial revenue or to other organizational goals?

If the answer to all these questions is "Yes!" Look for the term / phrase in the main search engines. This will tell you which websites are already ranked for your keyword and give you a valuable insight into the competition and how difficult it will be to rank for that keyword.

Are there paid advertising results located above and to the right of organic results? Typically, many search ads mean a keyword with a high value and directly related to the conversion.

If your website does not qualify for the keyword, you can still buy test traffic to see how well it is being transformed. In Google Adwords, select "exact match" and target the traffic to the corresponding page on your website. Track your impressions and conversion rate for at least 200-300 clicks. Using the data you've collected, determine the exact value for each keyword. Another example campaign for the keyword can be done in Bing Adcenter.

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