Organising keywords 'can boost lead generation'

Effective use of keywords can help improve a lead generation marketing strategy, it has been suggested.

Writing for DMNews, industry expert Larry Kim stated that optimising keywords can help to boost both pay-per-click (PPC) and search engine optimisation (SEO) methods.

Pairing keywords with "relevant, compelling and original ad text and landing pages" results in better conversion rates, he told the news source.

"PPC and SEO data sharing and keyword organisation results can be staggering," he was quoted as saying, adding: "Keywords support your search campaigns and developing an intelligent keyword infrastructure impacts search-driven revenue."

Mr Kim also urged businesses to be "creative", noting that as writing different landing pages and text advertisements for each keyword is not a viable option, firms should look for ways to group keywords together and use a new landing page for each segment.

His advice may be of use to companies using keywords as part of an online lead generation initiative aimed at boosting sales and increasing brand awareness.

The Internet Advertising Bureau recently revealed that search marketing grew by 26 per cent in Europe last year, accounting for 43 per cent of all online advertising spending by the 19 countries that took part in the study.

Written by Julian Poulter and Copyright "Selling People 2009"