October 7, 2006 I just read an incredible article on keyword analyzing, and it inspired me to want to share a little about the way I conduct business with my potential clients, and how we should explore all likely options. One of the first thing I discuss with a potential client is what expectations they have. It’s very important to make sure we are on the same page with what they want from ranking, traffic, leads, etc. In the discussion in the way of ranking, we find out what search terms the client would like to be found under. This conversation then leads to a usually in depth explanation on research of these terms and relevancy of possible «like terms.» This post isn’t as much for the veteran SEO Specialist as it is for those just starting out or those looking to get an understanding on what they should be hiring and SEO Specialist to do for them. As human nature consumes us all, we tend to keep a one-track mind set on what we want and how we can acquire it, neglecting the idea that we could achieve this with a different means. This is also true with SEO in respect to what terms we are going to market. There is almost always an existing market for the desired terms, and with higher saturation of that market comes a higher consumption of time and work, and inherently my price for service will follow. Now, if I were to just say «yeah, I can do that Mr. Smith, but because of the desire, my price will be x,» and do little more, the client may end up leaving because not everyone can afford to hit with the big players. Instead, I educate the client on the possibility of shooting for terms that are relevant to the business, while still bringing a good amount of traffic, that would also be a little less complex to market for. So that’s the idea, let’s talk examples.

Let’s say I own a small cell phone shop, and I want to make my big break on the Internet. I don’t want to stay too local, but if I optimize and market my site for the term «cell phone sales,» I’m not likely to be found in Google with my new site for a long time. Long, long time. So, let’s think about what it is I do at my shop. I not only sell cell phones, I also repair them. This brings in about 30% of my revenue. Being that you can send a cell phone to me easily and rather cheaply, it would be a good idea to market for the term «cell phone repair.» Much better results. There are a number of tools that can be used to check for searches for certain terms. Overture for example has a nice one. So I can look at how many people search for «cell phone repair» and use that number in conjunction with the number of results given when searched in Google, and that would likely push me to consider that term, and market as such. Knowing that I could rank a little higher with this term, it would also inherently bring traffic for those that may be looking to buy. If I have good prices, a person with a broken cell phone will likely want to just buy a new one anyway.

Now I don’t want to limit myself to only one term. So I will use my God-given noggin to use this same method for finding other terms that will bring relevant traffic and provide me with ample opportunity to rank with the best of them. You can also use Google’s nifty Keyword Variation Tool to find other «like terms.»

Keep in mind I will not have a one page site, and I can optimize other pages for other terms and or services that my company will offer, thus trying to get other pages indexed on the search engines. I want people to get to my site. As long as they aren’t getting to my site is created with a clear navigation and flow, a buyer landing on any page should be OK as they will be able to see what I have to offer from anywhere within my site.

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