Keyword research, an important facet of search engine optimization and Internet marketing, draws a distinct parallel to traditional market research. Just as successful ad campaigns contain content that appeals to their target demographic, successful websites implement keywords that have the highest relevance and conversion rates.
Each search engine uses its own unique algorithm that is made up of various ranking factors. These factors determine which web pages to display for a particular search. While the engines purposefully do not reveal all of the factors that make up their ranking algorithm (for a potential list of factors, please refer to SEOmoz’s Search Engine Ranking Factors article), they do acknowledge that an extremely important element of the ranking formula is a site’s placement and prominence of keywords.