Keyword Research
Keyword Research is a tedious, daunting and arduous task; however, it is also of vital importance if your desire is to create a strong online brand presence for your company. This is an area of 
research that requires constant maintenance to ensure the best possible ranking for your website. Many people are under the impression they should only choose one or two keywords, and incorporate these words into each page of their site as many times as possible. This type of practice will not increase your rankings, and in fact, will most likely hurt them instead.
Defining your top head search terms is the correct way to begin, but you must take things a step further if you really want to take full advantage of your potential exposure. Head search terms are usually only a single word, however in some cases they are two, and in more rare instances, it could be a three word combination.
Let’s say that your company sells women’s shoes. Obviously the keyword here is “shoes”, however, you don’t carry men’s or children’s shoes, only women’s. The keyword “shoes” is a very competitive search term, and those people who aren’t looking for women’s shoes are going to be disappointed if your website comes up. This leads to a higher bounce rate, which in turn will lower your ranking so those who are looking for women’s footwear will have a hard time finding you. The better option is to use “women’s shoes” instead. This way, visitors to your site are already pre-qualified and therefore you stand a higher chance of making a sale to them. Tail search terms are lesser searched phrases that are more specific in nature, such as “high heeled women’s shoes” or “women’s tennis shoes”.
It’s critical that you do not assume that you know what keyword search terms potential customers are using. Time and energy must be spent on identifying the exact popular key words and phrases your target audience is utilizing. Devoting energy to proper keyword research will help you to build a solid foundation that endures the test of time.
Keyword research and Analysis is the detective work of figuring out your company’s keyword demand; thereby helping you to predict shifts in customer interest and dynamic market conditions. 
Thoroughly complete keyword research is a vital aspect of search engine optimization, and if your website isn’t identifying the right keywords, your target audience may never find you. If you target the wrong keywords, then not only are you throwing away marketing dollars, you’re also wasting your time and energy on a fruitless enterprise. The result could mean a huge loss of revenue, as your customers are now in the hands of the competition.
Whenever a search term, whether it be a head term or tail term, is typed into a search engine it is recorded and ranked. This information is then integrated into the search engine’s algorithmic formula to cater to, and better understand the users. For an online business to understand the real value of targeted keyword phrases, it’s imperative to do comprehensive research, test search terms, and decipher what is most relevant with the highest return on investment.
Let’s say that in the past 48 hours, a search engine ad has generated 10,000 impressions. Out of these 10,000 impressions, 200 qualified users have visited your site, and 6 convert into customers at a total profit of $600. This will tell you that each visitor for that particular keyword or phrase, is worth approximately $3 to you. If your business had a high organic ranking with a click through ratio between 30-40%, with 3000-4000 visits every 48 hrs, at a price tag of $3 each… it would equate to about $1,750,000 dollars per year.