The Importance of Keywords

Keywords, or phrases, are important as these are how visitors find your site when using search engines eg Google

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A common mistake is to aim to appear, within such search engine results, for your company name – all very nice if you are a well-known brand of cola, not so good if you are John Doe gadget supplier.

Most searchers (potential clients) will not be entering your company details but looking for your product or service by way of other keyword/phrase eg gadget supplier.

Deciding on which keywords you should incorporate is very important. All searchers will not use exactly the same keywords and so you should look to provide a selection thus your site will not be restricted to appearing for just one.

This means that you can increase the possibility of obtaining more traffic as you widen the scope of your site.

What keywords should you use?

It isn't too worthwhile in targeting keywords that are not likely to be used by a searcher. For instance, your new gadget that has never been seen or heard of before is not likely to form part of any search.

You know your business and so should already have a good idea of what your clients will be looking for. There are also tools available that can suggest additional keywords to you, based around your original choices, and also tools that can show you just how popular or used keywords are.
Try these keyword suggestion tools

Free Wordtracker
Adwords Keyword Tool

General Keyword Tool

The purpose of Keyword Research
Keyword research should be an ongoing process, just as fashions change so can how and what people search for. For example certain phrases can be seasonal eg Christmas presents.
Correctly done you can maximize and bring in highly targeted traffic which is more likely to convert compared to more casual a visitor.
Being wise with your keywords can make the most of your PPC and other marketing efforts. Even if think you have the right keywords analysis will allow you to refine them and pick up on less obvious but never the less popular associated phrases that you may otherwise have missed.