You can either do your own research or look into hiring keyword research services that will help you find the words and phrases you need to reach customers online. Or, you can just disregard keyword research altogether, write your web copy and hope for the best. It really all depends on what your aims are.
Assuming you actually want to target and attract the right people, some research will always be necessary.
You can use paid or free keyword tools and you can use Google to analyze trending keywords.
I have found that small companies who are trying to build their business often don't have the time to go out and spend a lot of time looking up keywords that they can use on their website. Though there are many tools that are really easy to use on the internet to do keyword research - you have to have some idea of where you want to go before you hit the road. You have to think about the results you want from targeting specific keywords.
If you are a neophyte at the whole keyword research business, you could run into some problems. The top three problems I see from business owners and leaders are:
Keyword research is also not just a one time deal. It is a continual process that you need to keep up on. Keywords that may be good for you today may not be good for you in three to six months. So you need to evaluate and revise your research periodically. How will you use the keywords once you find them
This all requires some time and commitment, but your efforts will pay off in the long run.
Do you know how you rank relative to competitors on important keywords?
Do you know what keywords and phrases people are using to find businesses like yours?
Hiring a research service is often the best choice. It is certainly always better than just writing and hoping. Consider the costs in wasted time and effort because you aren't sure what you're getting into. There are great benefits that come from using a service that can identify important keywords and help you put them to work on your site.
I am an artist, an analyst, a researcher, and an online development specialist serving the online information industry.