This post is part of a series about the Internet marketing strategy I call Inbound Marketing, and is also part of a sub-series about the preparation that goes into a successful Inbound Marketing effort. To access those articles, click either of the links in the prior sentence.

You will on occasion hear people say things like “Google thinks”, “Google knows”, etc where they attribute characteristics of thinking beings to search engine robots.

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It’s important to keep in mind that search engine robots (Google, Bing, Yahoo, etc, etc, etc) do not actually “think”, “know”, “read”, or do anything that a thinking being does.

They are dumb software robots. They do what they have been programmed to do. Nothing more and nothing less.

What they do very well is compare, calculate, and perform statistical analysis on patterns.

Relative to search ranking, they do all of the above on the various search terms we (collectively) enter into search engines.

The process of determining what phrases are entered how often and how many websites rank for them and how strongly, is referred to as keyword analysis.

Having a website that ranks high for real search terms that real people enter into real search engines is one of the goals of Inbound Marketing (only the first, but a critical first goal).

Determining what phrases you should target is determined through the process of keyword analysis.

Some will tell you keyword analysis the single more critical aspect of successful Inbound Marketing.

It’s not. They’re wrong. The single most important aspect is publishing fresh content.

But…. while your publishing fresh content, you do want to attract more relevant visitors and that is where keyword analysis comes in. It doesn’t make your Inbound Marketing work. It does help you make your Inbound Marketing work better.

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