Choose Keywords and Keyphrases Wisely
While proper keyword and keyphrase selection is critical to attracting internet traffic, improper keyword / keyphrase selection can actually yield excellent search engine placement. Yes, that’s right – improper keyword and keyphrase selection can actually result in top rankings! They important thing to remember is that high search engine rankings are meaningless if your potential customers aren’t using your search terms. In this post, I’m not going to get into the details of keyword analysis, but I’m going to create some examples to help you understand
The key is to understand how your potential customers might search for your business. Let’s use an example. We’ll pretend that a friend of ours, Mario, has an Italian restaurant in Manhattan, and the name of his retaurant is “Mario Marini’s Italian Bistro.” Mario had a good friend of his design his website. It’s a nice website, but now he needs someone to optimize his site (do the SEO) so that people will find him on the web. One of Mario’s customers (we’ll call him Ralph) fancies himself an SEO expert, and says that for only $750, he can get Mario great search engine ranking. Business has dropped off a bit, so Mario hires Ralph to do the job and bring in more customers.
Mario’s Magical Keyphrase (Keywords)
About a week later, Ralph comes back with his laptop to show Mario the results. Ralph opens up his browser, types in the keywords (or keyphrase, if you prefer) “Mario Marini Italian Bistro” into the Google search engine, and, lo and behold, Mario’s place appears at the top of the organic search listings (go ahead and try this, by the way). Thrilled, Mario cuts a check.
The problem is, people aren’t going to search for Mario Marini’s Italian Bistro. Common sense dictates that people (unless they know Mario and just want to find his website) are going to search along more generic terms, like “Italian restaurant in Manhattan.” Mario might be lucky to make it into the tenth page in that case, unless he has done the proper SEO work. This is why a keyword / keyphrase analysis is critical before you start your SEO program. If the keyword or keyphrase is unique, it’s easy to get to the top of search results. Beware of the SEO guru who promises the top of the page unless you understand which keywords or keyphrases you want or need, and why. Stop by our SEO/SEM page to learn more about our program.