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Keyword phrase research is the first step in conducting search engine optimization and pay-per-click marketing campaigns. You need to be able to “speak the searcher’s language” to help them find what they're looking for – and what you're offering.
But too often, search marketers make the mistake of looking at keyword phrase discovery as a one-time activity. Adding insult to injury, they use the wrong keyword tools: usually public keyword phrase generators that only return the most popular keywords and vague estimates of search volume. Not only are these likely the same keywords your competitors are targeting, but there's no guarantee that they'll be relevant to your business.