By now, everyone with a website knows something about keywords; in some ways, keywords are your website. Many multi-national corporations have an entire section of their company marketing team devoted to the study of keywords. What are people searching for, and how do people find your website?
Keywords aren’t all about search engines though; via social media you have a powerful tool to drive traffic to your website. And keywords help enormously with that.
Another reason to not solely focus on search engines is because, well, search engines don’t search; they index. They should be called “index engines”. People search. So as you construct some form of marketing plan/s, think about people, don’t think about search engines. “Personas” is the buzz word advertisers and marketing folks use; What are people looking for that you have to offer?
Here’s a snapshot that tells a story. Guess which single keyword drove this spike upward.