Keyword selection is not about making random guesses and popping a slew of words in your title tag. Rather, it should be one of the foundational elements of any search engine optimization campaign. All successful internet marketers will tell you that keyword research is a crucial aspect of your search engine optimization campaign.

There’s no two way about it. If your site is targeting the wrong keywords or key phrases, your customers, as well as the search engines, may never find you. It’s safe to say that if you’re targeting wrong keywords, you will be wasting all those time and effort you put into getting your site to rank for those keywords that you selected. You will also be putting valuable advertising dollars at risk. The end result: meaningless rankings and lost dollars.

Part of the problem is that marketers understand their own products perfectly. They know the product attributes and speak the language of solutions. Consumers on the other hand speak the language of problems. These two are often quite different, and if we cannot bridge this gap, then the chances of success for our web marketing efforts will be severely compromised.

It is critical for us to understand what goes on in consumers’ minds when they are performing online searches. Many marketers may like to think that because of their years’ experience in dealing with customers, they know how consumers act and think. But the truth is, online consumers generally use more concise words in their searches than they use in normal conversations. Experience provides useful starting materials for keyword research, but a keyword suggestion tool will help uncover hidden opportunities.

For any given product, there are so many terms in use – far more than we can come up with or remember. A keyword discovery tool will reveal the many related keywords with all their variants. For example, if you’re in the business of dog training, the keyword generator will probably help you uncover several other relevant key phrases that you may not have thought of, such as canine training, dog aggression training, obedience training, puppy obedience, and so on. Without proper keyword research, we’ll be missing out on huge opportunities to be there when consumers are searching for your product.

For my keyword SEO (Search Engine Optimization), I’ve tried several different keyword research software, but recently I came across one search tool that provides very quickly search volumes and the number of competitors for any given keyword. Based on these data, it computes a Keyword Effectiveness Index, which essentially ranks the effectiveness of each keyword. What impresses me is that it even helps you analyze the first page SERP (search engine results page) by providing the opportunity for you to view the advertising copy and, listen to this, even the landing pages of the competitors.

Useful information like this will put you in a better position to decide whether targeting that particular keyword will be worth your while. You may need to search for alternatives. The key is to focus on keywords or key phrases that generate high search volumes but low level of competition, meaning there are not many sites competing for the same key words or phrases.

Performing keyword research takes time and effort, but the importance of this exercise cannot be over-emphasized. Once done correctly, you will reap huge dividends down the road for your online campaign. A good keyword research tool will certainly help you perform this more efficiently and effectively.

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As people search for information online, they use a series of words, what are referred to as keywords, to find the information that they are seeking. Keywords are the core of any market research conducted by an online business owner. Just like the Yellow Pages Directory groups listings by category, like “auto body shops” in the “automobile repair” category, search engines like Google and Yahoo sort by keywords so that auto body shops are found under “auto body shop” in their database.

In order to be found online by your target market, you need insight about the terms that they are using to search for a business like yours. The quickest way to gain that insight is by conducting research on possible keywords they use. However, so many of my clients conduct only very basic keyword research and miss many keywords because they don’t really delve into the problems and needs of their target market, which contain prime, keyword-rich topics they can use to be found online.

Here are 7 secrets to a successful keyword research campaign:

1. Define your target topic or interest. Use 1-2 words to describe your topic. In this case, let’s say our interest is pest control businesses because you’re seeking to target owners of this type of company.

2. Define synonyms for your topic area. Use an online thesaurus or Google Sets to help you brainstorm synonyms for your topic. In this example, similar terms for pest control business might be exterminating business, rodent control, insect control, bug business, and pest control company.

3. Use “how” to help define problems in your topic area. When people search online, many times they’re seeking answers to their problems, and they seek answers to these problems by asking “how” questions. I use Google’s free Keyword Tool to help me define some of the problems of a pest control business. I plug in the synonyms brainstormed in step 2 to help me come up with this list. In this case, common questions might be things like how to do one of the following in a pest control business: start, grow, train employees, find employees, market, advertise, price services, bill customers, bid for contracts, buy, insure, find supplies, and write a business plan.

4. Record your action terms. Note the action terms that were used found in this example — starting, buying, growing, marketing, training, advertising, billing, bidding, etc. These are terms that people use to help them solve the problems they have with their pest control businesses. Create a list for each of these terms and brainstorm synonyms for these terms, as well.

5. Group and research. Now, return to your keyword tool and enter your action term combined with your target topic and see what people interested in this topic are actually searching on. For example, for the term “how to start a pest control business,” you would see results like: mosquito control, electronic pest control, ant extermination, roach extermination, how to kill fleas, pest control software, pest control license, etc. Organize the keywords into groups according to the problem being solved or action being taken.

6. Count the searches. Look for the largest clusters in your groups and count the searches on the terms in the groups. A large cluster with lots of searches will contain the initial terms on which you will want to focus. However, don’t overlook the groups with smaller searches, as many times these contain keywords that are less competitive and thus become easier for you to use to rise to the top of the search engines, rather than being one of millions competing for a very competitive term. These keywords with smaller searches are referred to as “long-tail keywords,” and I believe that the traffic you get from high rankings on numerous long-tail keywords is equivalent to and quicker and easier to achieve than entering the contest for very competitive keywords.

7. Use the keywords. With this research you can write articles on these topics, create blog posts about these topics, upload web pages on these topics, update the meta tags on your web pages, make videos on podcasts about these topics, create information products, write pay-per-click campaigns, and design classified ads, to name just a few of the uses for this research.

Have you conducted thorough keyword research for your target market? If you haven’t, you may be missing key opportunities for your target market to find you online. Set aside 2-3 hours one day and discover all the other options at your disposal to help your target market solve their problems.