Archive for the 'keyword research' Category

Is Your Client Doing Keyword Research Without You?

Brand KeywordI’ve written about the reasons that agencies should offer SEO services before. But it wasn’t until recently that they became tangible. An SEO consultant said that a client asked her to do keyword research and then write taglines using keywords.

And so it begins. Agencies are not necessarily the gatekeepers of a client’s brand anymore. Rather, the owner of the keywords will be the driving force behind the brand. Keywords for all stages of the sales decision process:

Keyword Sales Decision Process

Keywords incorporated into all communications from the company: off-line and online advertising, public relations, investor relations, internal communications, customer service, etc.

So the question to consider is do you want to wait for your client to give you the keywords that off-line communications need to integrate? Or do you want to continue to be the leader of your client’s brand by integrating online with off-line?

For those choosing the latter, the good news is that it’s not too late. Agencies that specialize in advertising, public relations, and marketing communications have options to get into search:

If you would like to jump headfirst in to see what keyword research is all about, here are some tools that will help:

Search is continuing to grow…in the number of searches conducted and in online spending. Agencies that delay getting into search risk losing control of their clients’ brands…and eventually the budgets.


There are approximately 12 billion searches conducted on the internet each month. And that number continues to grow. As more companies look for ways to gain an advantage in an increasingly competitive environment, marketers seek to integrate search engine optimization (SEO) into their marketing communications. And with the advancement in non-technical online tools, SEO is not just for programmers and search marketers anymore. Search Matters is specifically for marketers who want to learn about organic search and how to integrate SEO into their integrated marketing communications programs.

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