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ABSTRACT
Search engine marketers know that developing the right keyword list is paramount to campaign performance; therefore, keyword research is a crucial component of a successful SEM campaign. Using effective keyword research, a marketer can identify what prospects are searching for, prioritize efforts and target messages using the language that prospects are searching in. Every marketer should develop a solid keyword research methodology.
Red Bricks Media has developed guidelines for keyword research that we call "The 10 Motives of Search." Understanding the precise motive for a given search enables a marketer to create targeted messaging that minimizes bounce rates (single access) and maximizes conversions.
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