Keyword research is the essential part of an effective pay per click search engine marketing (PPC) or search engine optimisation (SEO) campaign. Your keywords and key phrases must not just drive traffic to your site; the traffic should be from your intended target customer base or audience with a view to action.

Generating a list of keywords through keyword research which will drive business through your website is a time consuming task, but it is time very well spent as it makes all the difference in the effectiveness of a pay per click search engine marketing campaign. It is important to spend the time and to research the keywords and phrases that will bring your desired customers/audience to your site, and at the right time, i.e. making sure that you are speaking your customer's language and with the keywords they would use for each stage of the buying cycle. At the same time, you must be aware of keywords which you do NOT want to be found so that they can be excluded from your search engine marketing programs. We will make sure that your programs are filtered for terms that are of no benefit to your business.

SoQuo take the time to sit down with you to get a thorough understanding of how your business works through a detailed analysis process. We speak to the marketing department, customer service, management, and if possible your customers directly. We will also require information and marketing material from your top competitors in your market. If they are already successful at search engine marketing and search engine optimisation we can use them as a springboard to get you up there with them.

SoQuo can also review and analyse your current website statistics and learn which keywords and keyword phrases have converted into a lead or sale at the best percentage rate. A common mistake made by companies new to running a search engine marketing campaign or search engine optimisation campaign is that they perform keyword and key phrase research that means something to them, as an individual or as an organisation. This is a common mistake so it's important to put yourself in the customer mindset - what words would they type in the search engine? What phrases would they use? It's too easy to set up a pay per click search engine marketing campaign which makes the user of the search engine click your link, but you need clicks that turn into an action, and that's where the keyword research from SoQuo makes the difference.

SoQuo talk to many companies who are not experienced in search engine marketing, particularly with pay per click campaigns. They tend to go for the 'easy kill' keywords and key phrases, basically what the competition are using and what much of the target audience will be searching for. It is important to use these 'quick kill' keywords and phrases in your pay per click campaign, but you may find that there are many niche keywords and phrases that can provide a better conversion ratio.

Once SoQuo have worked with you to identify an effective key word and key phrase list, this is typically just the beginning of the relationship. For the life of your agreement with SoQuo we will proactively be conducting additional keyword research to determine if there are other areas of opportunity for your business; other keywords, misspellings and competitive changes which could affect your strategy and true value. We will test keywords, with a portion of your budget, to seek out other efficiencies. It's SoQuo's job and mission to grow your business through an effective online marketing campaign.