Search: The Key(words) to Success
Continuously track your site's traffic to determine which keywords are working and which ones are not. Leverage site analytics to maintain a well-updated keyword list. Remember to delete vague and underperforming keywords. Don't forget to add synonyms, plurals, misspellings and modifiers.
Think ahead. Keep in mind what ad copy you will be using with your new keyword sets and make sure that all of your messaging—from keyword to landing pages—is consistent.
If you do it right, you'll successfully drive more qualified customers to the most relevant pages on your site.