Targeting is the first element of the TOPA framework, and typically begins with defining your business with a three-keyword term, then conducting keyword research to determine the most optimum set of keywords to use for your site.
This implies that keyword research for the purpose of properly targeting your market audience, precedes establishment of your website. In cases where a website has already been established, then updating or modifying the site based on your keyword research would need to be accomplished. Of course, this assumes that your keyword research revealed adequate activity or demand for your business offerings online based on potential search traffic and the competitiveness of your business niche.
Online businesses that have a targeted message, translated to a website, are much more conducive to the various Internet marketing strategies available. This is because user behavior online predominantly involves typing keywords into search engines to find information, products, or services. The more specific or “niched” your business oferrings, the better you will be able to optimize your site based on what searchers are looking for.