Companies looking to improve their marketing strategies on the
internet should take care when selecting which keywords to optimise
their website for.

According to search engine optimisation (SEO) firm Hobo, offline firms "spend millions" on doing market research.

It noted that they are willing to invest large sums to "understand market demand and market opportunities".

Firms
based on the internet can achieve this using some of the free keyword
tools and paid keyword research services available online.

"In addition to those types of tools lots of other data points can be included as part of your strategy," the company claimed.

Among these are data from web analytics tools, running AdWords campaigns and competitive research tools.

Earlier
this month, a HighPosition.net blog noted that one of the keys to SEO
and search marketing is working out which keywords are the most
relevant to a website.

The writer of the blog said the results
with the highest volumes are not necessarily the most important and
that those optimising their website should consider both broad and
exact keyword matches.

Considering which search terms are
likely to be used by internet users is also an important aspect of
optimising an online portal, it was claimed.