Traditional market research relies on one or more of the following means of acquiring information:
- You can call people on the phone
- You can stop them on the street or at the mall
- You can send out a questionnaire (by mail or e-mail)
- You can post a questionnaire on the Internet
- You can assemble a group of people for a focus group
Telephone and mail surveys tend to be fairly expensive. For example, if you have to mail out 20 surveys to get 1 response, it can cost $5 to $10 per response. Telephone surveys can cost even more. Assembling a focus group can easily set you back $1,500 to $10,000, and this is only the data acquisition phase. To complete the market research and uncover relevant findings for your business, you need to employ an analyst to process the data in a meaningful and statistically relevant form.
That’s where the Internet fits in. By using the Internet, either in the form of e-mail surveys or online questionnaires, the cost of market research goes down. E-mail surveys now have the problem that they look and feel like spam, and are often eliminated by spam filters. That leaves online surveys as a great way to reach lots of customers. The other advantage of Internet surveys is that they can be very fast. You can post a survey and get preliminary answers within 24 hours. The challenge in this case is to drive enough people to fill in your survey, but beware of agencies incentivizing people to answer your questions – your market research results will be skewed unpredictably and utterly useless in such a case.
At Soliber Net we take a slightly different and more practical approach. We use search engine data and crowdsourcing to find out what people are looking for, then refine it down to the geography or demographics of interest for your particular product and service.
Keyword research is central to online marketing and the quickest way to learn more about your customers as a whole. The importance of this intelligence cannot be overstated – with keyword research you can monitor and predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are already actively seeking. In the history of marketing, there has never been such a low barrier to entry in understanding the motivations of consumers in virtually every industry – and using it is probably the centerpiece of our business optimization proposition.
Keyword research, the Soliber Net way
Traditionally, marketers created keyword lists through a combination of brainstorming and simple online keyword suggestion tools. The problem with this method is that it’s limited and it’s not actionable. You’re using the same tools as everyone else, so you’re all fighting for rankings on the same short, static list of terms. And a keyword list doesn’t tell you what to do with those keywords once you’ve got them. There is associated risk with successfully optimizing a page or campaign for driving traffic using keywords researched this way, only to find out that said traffic is not converting into online sales or business leads.
We do keyword research using a comprehensive list of 16 keyword suggestion tools, with Wordtracker, Google Suggest, your competitor’s websites, and many other methods among them to name just a few. And we can do it in different languages (English, French, German, Russian, Italian and Spanish) using our proprietary methodology to uncover low-traffic high-converting longtail keywords that are easy to dominate and give you an edge on your competitors.
Another important thing is that we are not looking at keyword research as an one-time service. By importing the keywords recorded in your analytics software in our research process, we are able to refresh the suggestions list every couple of weeks and discover new semantic associations at the same pace with the search engines directing traffic to your pages.
What to do with your keyword research: SEO content creation and backlink building optimization
A list of keywords, in and of itself, isn’t very helpful. To see traffic and profits from those keywords, you need to put them to work in keyword-rich web copy, including product pages and blog posts. This will ensure that your potential customers can find you through organic search. To close the gap between your research and your writing, and work your keywords into your copy in a way that’s SEO-friendly and reader-friendly too, you have the option of writing content yourself, employ a freelancer or leave it to our professional copywriters to handle it for you.
While on page optimization for longtail keywords can sometimes suffice to rank high in searches, if your competitors are also targeting the same terms things can get more complicated. A minor adjustment to your backlink building campaigns to include these keywords as anchor texts can take care of that problem and even provide additional sources of relevant traffic to your pages.
Keyword research isn’t just useful for organic search engine optimization. It’s also crucial for your paid search campaigns. If PPC is your focus, talk to your Account Manager today and ask for integration between your AdWords account and our PPC management platform.
If Market Research and particularly keyword research is helping you find out what potential customers are looking for and size demand, your online marketing strategy would not be complete without a close look at direct competitors; you can take a few minutes to review our Competitive Analysis services and consider its benefits in securing and improving your business results, or you can go straight to our Business Intelligence services pricing.