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Researching Keywords: In House or Out-Source

Should I hire keyword research or can I do it myself effectively?

The answer to this central question depends upon a number of related variables. Some of the most important of those are these:

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

2. Access to the tools that are available to assist in this process

3. Familiarity with using those keyword research tools

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

Glancing at those five, notice that they boil down to how much you have studied the process of keyword research and whether the outsourcing alternative is within your financial resources. Let me address each of those in a bit more detail.

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 keyword research software options.

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 the number of searches for any given keyword does not automatically make that keyword of greater importance to you particular business than another keyword that draws much less traffic.

Budget

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 rather modest when you consider the potential return on that investment. 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), be absolutely certain that your SEO company will be extremely thorough in its keyword research and that the complete keyword list is included in your report from that company.

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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