Brian Kaminski

Brian Kaminski
The Basics of Choosing Keywords

While there is no one best way to select keywords for a search campaign, the more you know about your goals and resources, the better your chances of getting it right. Many people fail to make the connection between their business goals and their keywords; the two should be aligned. For example, if your goal is to drive sales, you should focus on detailed, multi-keyword phrases, as they will produce qualified searches. However, if your aim is to drive awareness, you’d be better off targeting more generic keywords to generate eyeballs for your company name and Web site. In short, different goals require