Step One: Evaluate what kind of traffic and ultimately conversions (sales) you would need to meet or exceed for the venture (or ADventure as we like to say) to be profitable. To understand as clearly as possible whether there is a substantial enough market for you to succeed is the first step, because if there is not, steps 2 and on are irrelevant!

Step Two: Evaluate your competition. Now we need to look at your potential competition and to our best ability determine what the current market conditions are. This is where keyword research comes in. Because BREMIT has access to all of the important search engine portals (Yahoo! Google etc.), we can create a keyword list based on your specific business and discover several important things:

* Basic/General Keyword Phrases (ex: you sell diamond jewelry)

• jewelry
• diamond jewelry
• diamond ring
• diamond necklace and so on... (usually 6-12 phrases)

At this point, we can look at these primary terms and get our first look at what the competition is doing in terms of inclusion and PPC (pay per click) marketing. It could be that the market is wide open for you or is ultra competitive or somewhere in between.

Now let's continue with our "diamond jewelry" example, we have determined that Debeers, Zales, and many other big players are paying premium prices for the most basic phrases and the cost to compete for these phrases would not be cost-effective.

* Secondary/General Keyword Phrases

• wedding ring
• diamond wedding ring
• discount diamond jewelry
• diamond jewelry store and so on... (anywhere from 10 to 1000+)

Now we see where we fit in for these keywords. Let's say that we determine that several, perhaps many of these phrases are available in our target range. Now we compile a list of the appropriate keywords and add all of the plural variations (unfortunately, many of the search engines do not automatically match plurals, for example, "wedding ring" would not come up if a customer searched for "wedding rings" on many engines).

Are we done yet?

NO!

* Specific Keyword Phrases

• Debeers diamond (specific suppliers or manufacturers)
• ring sizing chart (tools or features a consumer may be searching)
• rings made to order (specific services offered)
• and so on... Again, this list could range from 10 to 1000+

Most likely there will be many phrases here that are not only highly targeted, but will offer you the top listing at the lowest cost!

There can't any more can there???

Of course!!!

There are also keyword phrases to be researched and implemented based on common misspellings and variations of searches that are worded unconventionaly. Again, these can offer hundreds or even thousands of useful combinations. Good news is, the competition for these variations once again is dramatically lower (or non-existant) and the cost for top listings is minimal.

Final thought on keyword development... The goal of choosing every keyword phrase has to be to understand what a consumer would be looking for by typing in that specific search phrase. In other words, it does no good (in fact, it cost you money!) if consumers clicks through to your website and you do not provide what they are looking for.

OK, we could go on and on, but for now assuming that we have determined that we can satisfy steps 1 and 2, we are ready to talk about Web Design.