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Test your keywords in the search engines...

It's a simple enough thing to run a series of searches through three or four different search engines, and to make a note of the results, and to keep your eyes open for all the other things revealed about your marketplace along the way. It's simple but it's tedious, which is why people skip it a lot. We're not giving away any competitive advantage here by revealing the secret of success - anyone who takes this advice and actually does the work deserves the success.

Real, serious keyword research, as the preliminary to optimization, will rarely cost less than a thousand dollars. Cost flows from hours of work undertaken, and keyword testing takes a lot of work. Usually when we do this we are also planning to implement the results of the research into existing or new copy and pages, and we're contemplating a one-year contract of maintenance and adjustment.

You can't get started without the foundation of keyword research, but to launch optimized pages is only the beginning, the fine work happens over time, through actual usage. We expect to alter keyword configurations by as much as one third within six months of launch, based on tracking data.

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