Search
SUBSCRIBE!

The International


Twitter Feed
Blog Index
The journal that this archive was targeting has been deleted. Please update your configuration.
Navigation
« Blog tips: Lessons learned from our first 100 posts | Main | Network »
Friday
May282010

The best use of keywords is not SEO

Supercharging your
site with keywords isn’t nearly as effective as building it around them from
the ground up


Keywordresearch

Working on several SEO projects here at The Duffy Agency, I’ve come to realize keyword research has an even better use than optimizing a site for search engines – it should guide the entire focus of a site from day one.

Us SEO geeks usually start projects by doing some intense
keyword research to make sure we’re optimizing an existing site for the search
phrases with the greatest potential. This does help your content get found by a
whole lot more people, but your chance to reach the masses may already be out
of reach.

If you want to build a massively successful website in
today’s overcrowded cyberspace, you need a cunning strategy. Keyword research
is your secret weapon in crafting a strategy to give you a leg up on the competition.
Without this research, you’re leaving your fate up to wishful thinking, hoping
that your target is already searching for exactly what you’re creating and that
you can steal traffic from competitors. But by taking a close look at what your
target is searching for, you can tailor your content so that it gets placed
where millions of targeted individuals are looking for it. But there's a catch: your site’s core content might not end up being what you had planned.

I can sense your skepticism. After all, if you want to sell bikinis,
why should you go and make a website about swimming, workout tips and dieting
instead of simply setting up an optimized webshop?

Because there aren’t many people searching for bikinis.
Moreover, your webshop would be competing against every other company in the
category, and the best SEO in the world won’t put you in front of the global
giants. On top of that, you’ll only be fighting for the people typing “bikini”
into search engines.

When you do the research, you see that most people
interested in upgrading their beach-look are between 13 and 40, they work out,
they dream about vacations in the Bahamas, and even though they want your
product, most of them never search for it

. But they are
searching for pictures of beaches, reading blogs about working out and trying
out diets to lose a couple of pounds before bikini season. In other words, you
discover swimwear is actually a small part of a bigger need your customers are
trying to satisfy.

So instead of creating the website www.wesellswimwear.com
you create www.getreadyforthebeach.com.

And instead of targeting the keywords "swimwear,"
"bikinis" and "bathing suits," which are being intensely
fought over by a slew of competitors, you use "beach,"
"vacation," "work out" and "diet tips," since
they get millions more hits and are less contested by the competition. 

There’s still competition to deal with, but you won’t be
competing against other webshops struggling for their piece of a small audience.
You’ll attract customers from a huge group of people who want your product, even
if they aren’t looking for it directly. And you’ll still have pages on your
site devoted to your webshop where you can fight for a place on the first
“bikini” search results page.

The moral of this little hypothetical tale is that keyword
research shows you what content your audience is out there looking for, and it’s
likely not what you’re selling, whether it be a product, service or obscure amusement.
You can’t do a whole lot with that information after your website is up, so
doing the research in the beginning and engineering your site to give your
target exactly what they want, where they’re looking for it, will lead to far
greater results on search engines and higher traffic in general. Maybe a site
that is all about you is exactly what you need, but you won’t know without the
research. And if you don’t do it until after you’ve poured your time and money
into making a site, your golden opportunity may have passed you by.

 

References (9)

References allow you to track sources for this article, as well as articles that were written in response to this article.
  • Response
    Response: 推土机seo工具
    推土机seo工具快速排名 使用推土机seo工具 推土机seo工具(www.14g.cn)是根 www.14g.cn 据搜索引擎"客户体验"的原理,迎合搜索规则,通过引导真实用户群的集中访问,增加关键词热度,从而达到网站排名迅速提升,形成冲刺效果。(二到七天出效果) 使用推土机seo工具软件不会有任何风险!不存在被K的可能,如果K站是这么简单,您用在竞争对手网站岂不是更好? 软件设置好关键词后即可关闭,无需挂机。 再次声明:推土机seo工具不点击竞价词,我们仅限SEO使用,不涉及违
  • Response
    Response: 成都VI设计
    站在品牌的角度,做沟通 ,成都广告设计; 英迈品牌是针对西部地区,专注于为西部企业提供全方位品牌 成都广告设计 形象解决方案的专业品牌设计、执行机构。服务项目涉及企业品牌规划与定位、标志设计、品牌V 成都形象包装设计 IS系统设计、企业画册设计、期刊杂志设计、产品包装设计、活动策划设计、专卖店形象设计、网站设计建设、公共区域及城市导视设计制作等等。切合实际、专注细节、注重交流是我们一直秉承的态度。 做有效的设计 我们为客户提供具有销售力的设计,为客户的客 成都广告设计 户着想,为客户的品牌思考得更多。英迈的设计在结合市场的需求,
  • Response
  • Response
    Response: Harf Cheema Lyrics
  • Response
  • Response
  • Response
  • Response
  • Response

Reader Comments (1)

I want to build a massively successful website in today’s overcrowded cyberspace, so I need a cunning strategy.
April 8, 2011 | Unregistered CommenterMike Robinson

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Post:
 
All HTML will be escaped. Hyperlinks will be created for URLs automatically.