Search Engine Book - Chapter Five
 by Ian Cook

Chapter Five
Keyword Research and The Buying Process

Keywords are the cornerstone of search engine optimization and Internet marketing. Keyword Research is arguably the most important activity you'll engage in as you begin your search engine optimization and marketing (SEO/SEM) efforts. Simply put, Keywords are key to web marketing success and a profitable online business.

Your objective is to find your most valuable keywords, the ones that make you money. Never assume you know which keywords people are using to search for your products or service, that's a fool's approach to keyword research. Instead you must ferret out the money keywords by following the buying process. By doing so you will learn that...

The only type of keyword that consistently converts to sales
is the last one used before making a purchase.

The take-away point is that...

High traffic keywords do NOT typically generate high conversions or high profit!

Amateurs often attempt to rank high for broad, generic search terms that are relevant to their product or service. But, in reality, you won't make many (if any) sales even if you rank number one for a generic search term like cell phones. Experts know that cell phone BUYERS only use generic terms when they are researching a potential purchase. But, when they are ready to buy, they will search for something very specific like Motorola Droid Maxx best price no contract or samsung galaxy s4 i9500 16gb international version black color right before they actually make a purchase.

In other words, the keyword-based customer buying process always involves what we call a long tail keyword search. This is invariably a phrase with descriptive terms and perhaps a geographical location that accompany a generic keyword like lawyer. For instance, personal injury lawyer in tampa specializing in defective products would be the type of long tailed keyword (actually a phrase) that a person would use just prior to making a purchasing decision.

Let's look at a real example of how the keyword-based custome...

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