Before embarking on an internet marketing campaign, whether it is Search Engine Optimisation (SEO) or Adwords – Pay Per Click (PPC), it is important to research the search terms that you believe your potential clients are using to find the sort of products and services that you offer. Often, do not be overawed by "trophy keywords" such as the generic term "car hire" – a searcher is far more likely to search for “car hire Cardiff” for a more accurate result.
The longer the "tail", the more relevant the results of the search term, for example minibus hire in France. (note that our client, 1st For Car Hire, is Number 1 on Google for this term).
Once we have established a list of potential search terms, we can then start to evaluate them against: overall local (UK) search engine traffic for the preceding month; average global monthly traffic; monthly trends including highest volume month; average cost per click; and even average PPC position as a result of that cost.