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Keyword Research: In House or Outsource

When it comes to determining all relevant keywords, should we attempt to do it ourselves or is it better to hire someone to perform this mission?

The answer to this central question depends upon a number of related variables. Here are some of the most significant of those related variables:

1. The extent to which you understand how to locate keywords and track down keywords that are closely related

2. The various software tools that are available to your company

3. Your skills at using the software

4. Your ability to interpret the results so that you are able to separate the useful words and phrases from those that will have little business significance

5. Your budget

If we look at those five variables they ultimately come down to how much you know and how your budget is allocated. I'll go into each of those a little more deeply below.

What You Need to Understand

Identifying relevant keywords and phrases is as important as any other part of your new business. In fact, it is more important than most of your planning. Your list will form the basis of all of your search engine optimization efforts, your advertising campaigns (PPC and others), your copywriting and your article marketing efforts (as well as your other content syndication). The entire future of you business is directly related to the quality of your keyword research.

There are many tools available online. Some are free to use, such as Google's tool; others are not. You must be willing and able to use a mix of these resources in order to develop the most comprehensive list. You must study the various keyword research tools.

While use of the tools is relatively simple, in most cases, interpreting the results can be very tricky if you do not yet have considerable experience or a significant knowledge base. Not all of the keywords that are uncovered are of equal value to a business, and a high volume of searches for a certain keyword does not automatically make that keyword of greater importance to you particular business than another keyword that draws much less traffic.

Money

I believe that even if your funds are limited, keyword research is so important that, if you are not capable of conducting and interpreting the study, this is a place to spend those precious financial resources. The cost of a keyword research package is relatively small when it is compared to the potential benefit. It is especially useful if the professionals that you hire also provide a competition analysis and include advice regarding how to compete with the established businesses in your market.

Sometimes, although not always, researching keywords is part of an overall search engine optimization (SEO) package. These contracts are considerably more expensive. However, if you choose to go this route (contracting for an SEO package), make sure you understand exactly how thorough your SEO company will be.

Bottom line: You can do this task yourself if you already know a great deal about the process (or are willing to take the time to learn what you need to) and if you have the critical tools.

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