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9. Keyword research in practice ..................................................... 69

9.1 Who can do keyword research ? .....................................................................69
9.1.1 Keywords for thematically linked pages .........................................................69
9.2 Steps in keyword research ..............................................................................70
9.2.1 Step 1: Make a starting list ..............................................................................70
9.2.2 Step 2: Expand your list by using online tools ................................................71
9.2.3 Step 3: Look at the competition ......................................................................72
9.2.4 Step 4: Determine the top 10 keywords .........................................................75
9.2.5 Step 5: Research your competitors .................................................................75
9.2.6 Step 6: Finalise your keywords .......................................................................76

10. High Quality Pages .................................................................... 77

10.1 Human raters ..................................................................................................77
10.1.1 The AIDA model ..............................................................................................79
10.1.2 The Sales funnel ..............................................................................................80
10.2 The main characteristics of a high quality page ..............................................80
10.2.1 Micro-segmentation and visitor-profiles ........................................................81
10.3 Enriching your pages .......................................................................................82
10.3.1 Micro conversion ............................................................................................83
10.3.2 Rich content for webshops .............................................................................83
10.4 Secure internet addresses: HTTPS ..................................................................86
10.5 Privacy protection ...........................................................................................86

11. Ecommerce ................................................................................ 87

11.1 What you need to start a webshop ................................................................87
11.1.1 The online strategy (A) ....................................................................................87
11.1.2 The products (B) .............................................................................................87
11.1.3 Webshop software (C) ....................................................................................88
11.1.4 Logistics (D) .....................................................................................................89
11.1.5 Knowledge of online marketing (E) .................................................................90
11.2 Consumer rights ..............................................................................................90
11.3 Trustmarks ......................................................................................................90
11.4 Customer reviews ...........................................................................................91
11.5 Dropshipping and affiliate marketing ..............................................................92
11.5.1 Dropshipping ...................................................................................................92
11.5.2 Who is dropshipping for .................................................................................94
11.5.3 Advantages and disadvantages of drophipping ..............................................95
11.5.4 Affiliate marketing ..........................................................................................96
11.5.5 How does affiliate marketing work? ...............................................................96
11.6 Marketing automation and personalisation .................................................101
11.6.1 Marketing automation ..................................................................................101
11.6.2 Lead nurturing ..............................................................................................103