Just how do you go about deciding which keywords and phrases to use when optimising your site? Tough decisions also need to be made when planning keyword usage for your tactical paid search (PPC) indeed any pay for performance marketing activity where keywords are used in context to best trigger your product or service messaging.
Practitioners that are familiar with this type of semantic research will agree that a seemingly simple task as this in our measurable world of search marketing is often one of the most time consuming tasks to undertake at the outset of a campaign, let alone when it is reviewed periodically as a part of an overall optimisation strategy.