Are You Targeting The Wrong Keywords? - page 2

by Kalena Jordan, 3/26/2007

This company was clearly targeting the wrong keywords and phrases. Their top ten rankings for these phrases were irrelevant, because nobody was searching for these phrases in relation to the products this company was offering. The phrases they had chosen are what I call "jargonized", that is, they are filled with industry jargon and buzz words. Take "Internet solutions" as an example. Such jargon has found its way into our language with the onset of the digital age and is bandied around boardrooms and marketing departments everywhere. However the definition of this phrase is very broad and could be used to describe anything from a dial-up connection to a web site itself. It's not a logical choice for searchers and is therefore useless as a key phrase to target.

To prove my point, I researched the client's chosen phrases using Wordtracker keyword software and then did comparison research using the more logical phrases above. The results were crystal clear: the logical, simplified phrases were many times more popular than the "jargonized" ones. Once I demonstrated this to the client, they were more than happy for us to conduct more thorough keyword research and start their search engine optimization campaign with a clean slate.

When selecting the keywords and phrases for your site, remember to select search terms that describe your products and services in the most logical, simple and specific way. By doing so you'll not only increase the search engine traffic to your site, but you'll ensure your visitors are highly qualified to buy your products and services when they arrive.

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About the author

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running her own SEO business, Web Rank, Kalena manages Search Engine College, an online training institution offering downloadable short courses in SEO and SEM.

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