Situation:

Norfolk Karate Academy was in the process of ramping up for a large offline marketing campaign when the owner realized his online presence seemed to be lacking. Although the business website itself was extremely functional with many customer integration features and loaded with a great deal of rich content, the SERP listings within the three major search engines wasn’t strong.

With the domain name of www.norfolkkarate.com, it was not surprising to see their first position placement on Google for “norfolk karate”. What was surprising, however, was the absence of listing for “hampton roads karate” or “hampton roads jiu jitsu”. The broader metro area is referred to as Hampton Roads.

traversing the se lifecycle

Fundamental to any successful Pay Per Click campaign is the foundation of keywords upon which it’s built. From there, ad copy, ad group organization, even campaign structures rely heavily upon the breadth and depth of your keyword research, and it’s important to make sure that you do it right. Refining your keyword reach, building out long tail terms for deep niche marketing and analyzing your competitors strategies are all fantastic ways to build a great PPC campaign. Here, we will share with you how to do some of this research so that you can get a clear idea of how your clients will find you in the paid search listings.