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Many free techniques exist to get your list of keywords going. You can brainstorm with your colleagues, check your existing search referrals, and look at the words on your competitors' pages.
By deciding which words are the important ones to target, you set your priorities for optimizing the content on your pages. But how do you know which ones are the most important?
That's where keyword research comes in. Keyword research tools tell you how many searchers use your keywords. Not only can you tell the popularity of your keyword, but it also lists every keyword phrase that contains that word, so you can go after more specific variations that might be easier to get high rankings for.
Keyword planning
Advice from the experts
- Wordtracker
- Wordtracker is the professional's choice but has lots of competition below.
- Yahoo! Keyword Selector Tool
- Yahoo! (formerly Overture) offers a free keyword research tool that is ideal for marketers focusing on paid search.
- Google Adwords Keyword Research
- Google's tool does not give you query counts, but it does offer some features for finding related queries not found anywhere else.
- Keyword Discovery
- Trellian offers two versions of Keyword Discovery, a standard edition (limited to 1,000 results per keyword) and an enterprise edition (offering up to 10,000 keyword results).
- Keyword Intelligence
- Alone among these tools, the Hitwise data collection technique ensures that the keywords shown were successful searches-that they resulted in a searcher actually visiting a Web site.
Get the Book With Everything You Need to Know About Keyword Planning
Search Engine Marketing, Inc. by Mike Moran and Bill Hunt
Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site
Amazon Price: $37.11 (as of 11/11/2009) 
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Co-author of Search Engine Marketing, Inc. and author of Do It Wrong Quickly, Mike Moran is a public speaker and consultant now serving as Chief Arch...
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