Thursday, January 24, 2008

Search Engine Marketing

Effective Search Engine Marketing Campaign - Importance of Keyword Analysis

By Cheow Yu Yuan

Many people rush into search engine marketing campaign without having a proper keyword analysis before hand. To have an effective search engine marketing campaign, you got to make sure that you have chosen the right keywords to optimize in the organic listing, or bid for in the paid listing.

Choosing the right keywords is very important because it usually determine the effectiveness of a search marketing campaign. For example, if you choose a set of keywords that target to the wrong audience, you will not be able to convert the traffic from this campaign into either leads or sales. In another case, if all your keywords do not command high search volumes, you will not be able to drive a substantial amount of traffic to your site to measure conversion.

Therefore, having a detailed keyword analysis before the start of any search engine marketing campaign is so important, if you want to have good results from it. Before you choose the keywords, the first question that you need to ask yourself is what do you want to achieve from this campaign? Is it to get more opt-in leads or more sales? Or is it to get more people to pick up their phones and call you? Or you just want to generate branding awareness for your business? You need to have a clear goal of what you want to achieve from the campaign.

After you have determined your goal, the next thing that you need to do is to find out who your target audience is. Are they ready buyers, who are so in need of your products or services that they are willing to splash their cash right away? Or are they people who are just seeking out more information from the Internet? Understanding of their age group, gender, and profession also play a part in getting the right audience to click on your link to visit your website.

Let's say for example, you found out that your target audience is people who love free information first. So what you can do is to design your landing page whereby you will ask for their email and full name, in exchange for a free report or gift from you. In this way, the goal of your search engine marketing campaign will be to generate more opt-in list.

After understanding this, you can now optimize the right pages to rank well on organic listings, as well as driving paid listing traffic to the right landing pages whereby you will capture their personal information.

If your business offers services or products that you need to meet them personally to sell them, do not worry. Once they have given you the permission by opting in to your list, you will be able to email them and arrange for meet-ups to close the deal offline.

Cheow Yu Yuan is the co-founder of, an online marketing and branding agency.

Check out more about Online Marketing and Branding at

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