New Article - Are You Targeting The Wrong Keywords?

[thejenn]

Full Text: http://www.searchengineguide.com/kal.../0622_kj1.html

Some Snippets:

"Like it or not, the keywords and phrases you select to describe your site within your body text can make or break your listings in the search engines. It’s a sad fact that most companies are targeting the wrong keywords and losing traffic as a result. "

"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 Founder]

The problem with keyword targeting is that industry insiders write like industry insiders.

Industry Insider Example:

"We dynamically build content pages that pull all the variables from a MySql database and display it using an SEO friendly output'

What people search for:

"How can I optimize my forum for search engines"

This is pretty tough to get across to industry insiders. Regardless of your industry you use words and phrases that the rest of the world doesn't. Because it's a full time job for you, but for them it's just one little project or part of their business.

This happens to everyone, let's say you are looking for something in an industry you don't work in. You will type in General terms... and these people .. they are using specific industry type terms in their copy.. you will never find their site, and they will never find you as a potential customer.

[thejenn]

I've found that the best reality check for a client is to sit down with them and flat out show them the data.

Run "their" terms through Wordtracker and show them that no one is searching for their PR buzzwords. Then run the phrases through that folks ARE searching for. It usually doesn't take long for them to realize that if their web site is the tree that falls in the forest and no one is looking for it, it won't make a sound.

[The Founder]

You know what kills the effectiveness of tools like wordtracker and inventory.overture.com .. it's the fact that industry insiders search that phrase alot.. and those are the same industry insiders that won't buy from you because they are from another firm that competes with you.

This is a perfect example:

The keyword 'Mesothelioma'

It's an asbestos cancer... there are a total of 2400 cases a year. No more.

According to overture there are a total of roughly 1.2 million related searches per year.... 1.2 million... for only 2400 cases a year..

It's because there are tens of thousands of lawyers and seo shops trying to rank their client higher for that keyword... what you are seeing is total mismatch of what the industry really has in terms of searches.

[Carolina SEO]

I agree with thejenn...

Showing clients the data to back up what you say, especially to newer clients, helps build trust. Getting someone to change from what they know (or think they know) to something different can be daunting.

We like to show the results we have achieved with current clients, the data backing up what people are/are not searching for, and let our clients provide references to potential customers.

Building trust is not an easy thing but, is very rewarding!

[Robert]

Originally Posted by The Founder

.. and those are the same industry insiders that won't buy from you because they are from another firm that competes with you.

This is a perfect example of why you must test/track conversions for any term you bid on. The clicks you get don't matter, only the conversions.

[Robert]

Welcome to the forum Carolina SEO!

[copywriter]

Maybe I'm missing something here, but if the site is built to attract and convert customers then shouldn't the copy be written in language the customer uses and understands and not industry jargon?

Welcome Carolina SEO! I'm just next door in S.C.

[The Founder]

yes it should.. but read most of the business sites.. and tell me if they are speaking english or industry speak...