Your Keywords: The PPC and SEO Gold Mine in Your Own Backyard

by Larry Kim, MarketingProfs

Your own keyword analytics data is the most valuable marketing asset of your company.

No, I'm not just making a ridiculous claim to get your attention. The data contained in the keyword report from your Web-analytics application - which tells you how people are finding your site through paid and organic search - is much more valuable than traditional marketing data, such as customer surveys and demographics.

Surveys and customer personas still have a place in online marketing, but keywords are a far more effective targeting vehicle, for several reasons:

read original article