Setting up an effective SEO campaign can be a long drawn out and expensive process. Worse yet, if you are focused on the wrong keywords, you might need to start over again after you find out that your site is not producing the results you want.
An easy way to avoid needing to start over is to test the value of keywords before you heavily commit to your SEO strategy. Buying pay-per-click ads (PPC) from search engines like Google (AdWords), Yahoo, and Microsoft allow you to see what keywords have the ability to drive traffic to your site.
All the major PPC ad networks have built in conversion tracking tools which show you what keywords convert well. If tracking conversions is hard, you can place a link to a coupon on your landing page and view a click on that coupon page as a proxy for conversion and user intent. Some more sophisticated strategies involve setting up different 1(800) phone numbers based on the marketing channel or keyword.
Bid on a variety of keywords tightly related to your business. Find out which ones perform well and set up your site structure based on the top performing keywords. This spreadsheet offers an example of how to structure a website
http://training.seobook.com/bonuses/startups.xls
You can find coupons for bonus credits and sign up to create advertiser accounts on all 3 major search engines on this page.
http://tools.seobook.com/ppc-tools/
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