Businesses need to be able to understand how effectively their keywords will rank in order to boost their online marketing.

This is the opinion of John Lynch, writing for Search Engine Watch, who said keyword lists should be based on certain chronological factors.

Firms need to be aware of terms that will perform well immediately and compare these with others that may require more time and effort to boost search engine optimisation, he added.

Mr Lynch commented: "Because search engines rank domains based on relevance and authority, it's important to first understand your domain's authority and likelihood of ranking for a keyword."

Using Yahoo Site Explorer to draw together the number of incoming links for every site that appears in the top five of a search is a very effective way of seeing whether a keyword that has been chosen will be effective, he explained.

Search Engine Watch's Tom Chant recently said keyword research is the first step in checking the viability of an online marketing campaign.

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