It’s easy to take shortcuts and miss the mark with keyword selection, especially during the early phases of search engine optimization projects. Keyword research is one thing; keyword selection is the tougher of the two disciplines. Counter your desires and the appeal of high-traffic keywords with the reality of your website and what it can honestly support.
Search engine marketing, both paid and natural varieties, is an ever-changing landscape. Not in the least, because as more people go online to search out solutions for their challenges, marketers are shifting ad dollars to better their products’ and services’ chances of being found and purchased. According to the 2007 State of the Market survey developed by the Search Engine Marketing Professional Organization (SEMPO), spending on SEM in North America is projected to reach $25.2 billion by 2011; this follows a banner year in 2007, during which the North American SEM industry grew more than 20 percent to hit $12.2 billion in spending. Because