Search is all about words — the keywords and phrases your target customers are using to find information, products and services. Researching, testing, selecting and expanding the right terms for your business is a complex and ongoing task. Language and its use is dynamic. What makes sense today can be completely irrelevant tomorrow. Location, demographics and cultural factors influence the words people use when searching for the same thing. When you add in slang, common misspellings, nicknames, buzzwords, acronyms, typos, negative terms, trademarks, brands, seasonality, new product launches, competitive (internal and external) factors, premiums associated with certain keywords, keyword/product profitability factors and all the possible iterations and combinations, you get an idea of some of the challenges associated with keyword management.

That being said, at Ottaway Digital we will lay all this out for you on a one-sheet so that it makes sense. We go through many analyzed methods with each of our clients to determine the proper words that will perform the best given your needs, goals, and budgets.

It’s all about ROI, Budget, and Conversion Rate!