The first thing I do before evaluating and assessing my competition is to find the appropriate keywords for what I'm trying to accomplish. My primary task would be finding a list of keywords related to my search campaign. "Ahh! To find a keyword" There are many ways to go about this task. But the easiest and time permissive way to me is the keyword tool at SEO Book.com. This tool allows me to get a nice gauge at what keywords are within my competitive range, it also gives me list of keywords that can be the starting point for an effective organic search campaign. When I find a list of keywords, I like to give each one a score by relevancy. How the keyword fits in to my over all goals is how I normally judge a keyword's relevancy, for example if my goal is lead generation or sales, each keywords are assigned a different value, There are many marketing e books online that will help you with this task if you are a newbie. After narrowing my keyword list to keywords that are conducive to my overall goal, I now need to find the competitive value of each keyword.

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