Although keyword research is very much an SEO effort, it's also extremely (and we mean EXTREMELY) important to your traffic generation campaigns. You need to find strong keywords that are relevant to your website content and then use them to conduct your campaigns. If you don't know anything about keyword research, refer to the chapter
Discovering Keywords in our Online guide to SEO.
Since the keywords act as your anchor text, you need to keep a consistent set of keywords that you can use when developing in-bound links. It's recommended you have at least three different variations on your keyword phrase that are more unique than your primary phrase. For example, if you have a website selling dog food your primary keyword phrase may very well be "dog food". A variation may be a more unique and niche "organic dog food". If attacking an already established and strong market such as the pet food industry, it makes the most sense to break-down into the smaller niche categories to help drive initial traffic to your website.
