Manhattan SEO and website marketing company, offering SEO training classes, shares its keyword research tips.

According to Peter Crisafi, Vice President of dzine it, Inc., (www.dzineit.net), a leading New York search engine optimization (SEO) and Internet marketing firm that offers press release writing classes through its popular ExpressoSEO (www.expressoseo.com) program, keyword research is an essential component of any SEO campaign and it can make or break a company’s web marketing strategy.

“Without conducting proper keyword research before embarking on an Internet marketing campaign, a business is simple flying blind,” says Crisafi. “Businesses that don’t do their keyword homework ahead of time may as well not embark on a search engine optimization campaign at all.”

According to Crisafi, there are a number of steps necessary for effective keyword research, with the most important step being the value of a particular keyword.

“There are several ways to evaluate a keyword and understand how valuable it might be when it comes to search engine rank and the traffic that rank produces,” explains Crisafi. “For instance, keywords that return both pay-per-click ads along with organic search results are considered highly valuable. Keywords that are a match to Google AdWords campaigns are also valuable.”

Crisafi says that businesses can test keywords through a sample Google AdWords campaign by selecting the “exact match” option and measuring the traffic to their website, as well as conversion rates. The Google AdWords Keyword Tool, he explains, gives comprehensive information for competition within a particular industry, the estimated cost per click (CPC) for each keyword and historical data on the number of searches for particular keywords over the past few months.

“The next order of business is to target a business’s audience,” explains Crisafi. “When it comes to web marketing efforts that lack the element of personal contact, it is very important for a business to know its audience and convey the right message The best way to do that is to use the keywords that people are most likely to enter into the search engines when looking for products or services relevant to the business.”

Finally, Crisafi says that businesses should not be afraid to use other keyword research tools, in addition to Google, and also suggests that business owners use their own insight and knowledge to brainstorm keywords.

ExpressoSEO, a division of dzine it, Inc, New York’s leading website development and search engine optimization (SEO) firm, offers organic web marketing classes that teach professional website optimization techniques. ExpressoSEO teaches on-site optimization techniques including the proper use of meta tags, copy writing and editing skills, keyword placement, proper navigation structure, site map creation, headline and content placement, and more. ExpressoSEO also trains students in off-site optimization including proper linking, Google webmaster tools, MSN webmaster tools, how to submit site maps, press release distribution, video marketing, and more. For more information, call 212.989.0813 or visit www.expressoseo.com.