Good keyword analysis can greatly enhance the effectiveness of an SEO or PPC campaign. We understand the ways in which people search and how their choice of words indicates their progress towards their goal. Here are a few examples:

Keywords for Products
Bidding high on a PPC campaign for 'Jackets' may send a lot of visitors at a high cost but not many will buy when they just use that term. People searching for 'Blue XL Nike Golf Jacket' may be many fewer in number but they know what they want and you will have less people competing on that term so cost-per-click will be much lower and conversion to sale will be many times higher.

Keywords for Services
LocalSearch+ is a unique technology developed by Rating Room. This takes our knowledge of keyword usage for locally delivered services and automates the process of setting up large campaigns. A small example would be someone looking for a plumber; they would want a company from their area so they may type 'plumbers in Edinburgh' or 'central heating Edinburgh'. Surprisingly, this geographical element is not often used in product searches.