Chapter 7
Words Are Key to Customers: Keyword Research
There are a variety of ways people discover information online. It is no longer a matter of simply searching Google or Bing for what you want, finding it at number one, clicking, and buying. While search engine visibility is important, consumers are increasingly influenced by recommendations from their social networks. Online customer experience weaves back and forth between search and social media and as marketers that means we have an opportunity to be wherever our customers are looking using search keywords and social topics. This chapter dives into keywords as a manifestation of what customers care about that will help us create more relevant content, connections and experiences for more sales.