It’s the $64,000 question:

What do your prospective customers type into the search box on Google, Yahoo or Bing, when they are looking for the goods or services you sell? Once you understand that, you can move on to figuring out what you can do in order to attract them to your website.

If you fail to understand what terms the searchers use, however, and everything after that becomes time and resources invested in a journey down the wrong path.

Those search terms are called “keywords” (whether a single word, or a phrase). One of the essential services Pathway provides is to do an extensive analysis of the keywords your customers use to find your business, so that we can advise you in a way that will enable you to (a) compete for the right phrases, and (b) not compete for phrases that are too competitive for a new business to tackle.

Keyword research is part art, part science, and critical to proper website design and internet marketing. Be sure you choose an adviser who is an expert at the task.