A keyword, as the word implies, can be a users key to your website. Or to your competitors website, if you employ the wrong tactics in keyword research

Choosing the keywords for your website content is definitely a simple process, but it can make or break your online business. Thats why you need to be careful with your keyword research, because its the starting point and the central figure in the process of any search engine optimization.

When users want to purchase something online, they go through three major steps: they browse through the Internet first, and then compare different product brands before finally buying them.

With each step, users type different keywords in the search box. I will group these keywords into three, corresponding to each of the research phases:

1. Keywords for browsing.

People often use general keywords to research about a broad topic. A user who is interested to buy second-hand cars, for example, might use the keyword used cars during his first phase of research in the Internet.

Users who type keywords for browsing are only looking for information, and nothing more. Keywords for browsing are very broad in topic and they have high search volume, so getting listed on the first page of the search results is very difficult.

2. Keywords for comparing

Since users now have the knowledge of the product that they want to buy, they usually type more specific keywords. Users are more likely to type keywords such as cheap used cars, or Ford used cars, or Honda used cars in order to narrow down their search about used cars.

In the comparison phase, there is now a possibility that a user will buy a product but he is still considering which among the different brands can meet his needs.

Comparison keywords are the best keywords that you can target for an SEO campaign. They have lower search volumes than general keywords, but they are more likely to lead to sales. Search results with comparison keywords can differentiate your product from thousands and even millions of competitors out there.

3. Keywords for buying.

At this point, the user has an idea about the specifications of the product that he is about to purchase. What he needs to look for is the website that gives the best offer. Specific keywords can go like this used car Ford GT 2000 or Toyota Vios 8A-FE cheap.

Some users who already have ample knowledge about the products that they want to purchase can just go ahead and type these specific keywords without having to go through the first two phases of Internet research.

People who use multiple-word keywords are usually in their comparing or buying phase, which means that youd better be good at making multiple-word keywords that target the specific group of people who are possibly interested in buying your product.

Keyword suggestion tools like Overture and Wordtracker can help you choose the right keywords for your website. They provide data for the keyword search volume made in a particular period of time. However, its still important that you know how web surfers use keywords to meet their day-to-day needs.

Optimizing the visibility of your site in search engine results does not end in just finding the right keywords through analysis or through automatic keyword suggestion tools. In fact, keyword research is just the start of the complex process of search engine optimization. However, if you do your keyword research right, you can go through the rest of SEO process smoothly and effectively.