The painful realization that you’ve missed the boat can easily be avoided by learning the differences between keyword research and market research.

When most of your research is devoted to “low-hanging fruit” keywords rather than “top-tier online keyword topics,” your website’s keyword strategy will almost certainly be less how optimal.

Some keyword tools can return hundreds or even thousands of keywords. But a keyword tool that doesn’t help you figure out which topics are most vital to your campaign is useless. This “not knowing” is beyond frustrating; it’s downright painful. I speak from personal experience. Once I wrapped my head around vertical market research, I was shocked to discover how entrenched I was in the wrong way of doing keyword research. This realization led our Theme Zoom team to create Krakken with its flagship module known as VOMA (Vertical Online Market Analysis).

To successfully carry out market research, it is very important to have a basic understanding of the term vertical market.

A “vertical market” is a particular industry or group of companies in which similar products or services are developed and marketed using similar methods.

Broad examples of vertical markets are: insurance, real estate, banking, heavy manufacturing, retail, transportation, hospitals, and government.

Generally speaking, thinking of your most competitive “short tail” keywords in terms of verticals makes sense when your goal is to build a website silo architecture involving dozens (if not hundreds) of medium to short tail keywords. that are less vertical than their top tier competitive themes.

For example, “auto insurance” has over 100 million competing pages on all search engines, while “Arizona auto insurance companies” has just over 1 million and is a “niche” location in instead of a broad vertical keyword.

In this example, both keywords are in the same vertical market; however, “auto insurance” would rank higher in the vertical because it is a much broader keyword.

In other words, the “auto insurance” results pages would include most of the same results pages as the “Arizona auto insurance companies,” but also a considerable amount more.

Learning about online vertical market research as it connects to the technical aspects of ranking for “broad” keyword phrases gave me an overall strategy on how to conduct keyword research early on, but I needed something more than a functional theory.

Before the creation of Theme Zoom Krakken, there was still the hurdle of how to apply keyword phrase knowledge and implement vertical market research to better serve customers.

As I said before, with traditional keyword tools, it was almost impossible to tell the difference between a “high-level topic” keyword and a “fruit at your fingertips” keyword (sometimes called “high-end” keywords). High KEI”).

Low key keyword fruit gets a cold shower

High-level topic keywords are keywords that are worth spending time and money on. Fruit keywords hanging within easy reach are often not even worth a meta tag and description. They still have a place on your website, but it’s important to use them objectively considering their value in regards to the overall structure of your website, blog network, or inbound link campaign. You can often easily rank for these keywords with a blog post or article.

You need a way to CONSISTENTLY PRIORITIZE a keyword’s value and placement within the hierarchy of your online vertical keyword market. You need to pay attention to “first things first” and everything else will fall into place much more easily.

This is what VOMA (Vertical Online Market Analysis) is all about.

With fragmented keyword tools, there is generally no way to understand the relationships between these two species of keywords: (ripe fruit and ripe fruit). And what’s worse, you won’t know how to prioritize the amount of time you spend on each type as you build your online business.

The “big picture” (vertical online market analysis) includes knowing where (on your website) a keyword should live relative to another keyword within a similar market category.

There have been almost no keyword research tools on the market that really take this kind of “big picture” into account. Although there are some imitations that try to follow in the footsteps of Krakken, very few of them have the technical integration and programming staff to integrate authentic co-occurrence or basic latent semantic analysis.

There are some services available that have tried to give you a global view of the online market, but they are incredibly expensive and don’t really focus on the technical aspects of keyword research, but more on where your current traffic is coming from and going to. traffic goes when it arrives. leave your website. They also can’t tell you how to develop a vertical online marketplace architecture.

Traditional keyword research only reveals the tip of the iceberg when it comes to market research. Krakken’s VOMA module dives deep into the Iceberg by performing vertical online market analysis, allowing users to “swallow an entire keyword market.”

Once you can show your client how much money and traffic there is in a vertical and/or set of synonyms, you can begin the process of creating a Silo website template that integrates thematic groups and keyword synonyms. most profitable and important.

And remember, most of your client’s competitors are still light years away from this type of research methodology.

Excessive? maybe. Profitable? Absolutely.