I recently met with a an entrepreneur that sells manufactured houses (better known as mobile homes). The company is established and has quality branding, but lacks a Web site (thus the purpose I was there). Preliminary conferences with our prospective customers normally involve a substantial amount of research into the business, their major target audience, and brainstorming about potential keywords. During the meeting I gained knowledge about his industry, clients, and the difficulties his business encounters. He defined very clearly that they dislike the words “Mobile Home” and preferred the words “Manufactured Housing” or “Modular Homes.” I am a Real estate broker and have seen this marketing shift in the past several years and wasn’t amazed.

Soon after the meeting was over and I got back to the office to start the research, it quickly became obvious that the business owner was not gonna like what I was going to tell him. The words “mobile home” was searched around 6x’s well over “modular home.” If he wants to build an effective Web site for his enterprise, he would have to optimize for the term “mobile home” – the words he despises.

This story is a excellent example of what keyword research is about. Search engine optimization isn’t just about getting the site rank high in the various search engines, it’s about going through market research and then concentrating on the ideal traffic. Please don’t get me wrong, just because one keyword has alot of traffic compared to other, it doesn’t mean it is better for your online business to optimize for that keyword.

For instance: As a Broker would it be wiser to optimize for “homes for sale” (X) or “Real Estate Agent” (Y)? Even though (X) may have 15x’s the amount of traffic; any person that searches for (Y) is likely a better target market. Some people today can view homes for decades without actually buying, while someone searching for the services of an agent is more likely to convert.

Keyword research and analysis is the basic foundation of Search engine optimization work. It can indicate the distinction of success and failure for your online marketing technique. I’ve been fortunate enough to be associated in campaigns that truly increased specific keyword traffic by means of integration of Offline and Online marketing strategies. In most cases while, the human user is the driving factor which decides the direction of your Seo efforts and Web design