Tuesday, October 6, 2009
If there is one question, as a Search Engine Optimization professional, I hear more often than not; it's that one.
Nearly each time I start a SEO project, someone from within the organization comes forward with keywords and phrases that they believe everyone is using in search engines to find their product and/or service. After performing their own "field research" they soon want to know, from me, why links to their site do not show up when using those terms in the major search engines.
Generally, the cause can be narrowed to one of two oft-repeated keyword request fallacies:
- The ultra-broad or
- The extraordinarily specific.
The ultra-broad keyword request. There was once a client of mine that produced fire door paint. Soon after beginning a comprehensive search engine optimization project he asked me; "Why do we not show up on the first three pages for the term "door"?". I said; "Well, it's because you don't manufacture or sell doors". He replied; "Yes, but aren't there a great deal of people searching using that term? Don't we want to be in front of them?". I told him; "Though that seems to make sense on the surface, the competition for, and diversity of individuals using, that term is immense, containing all of those individuals looking for door-knobs, door hinges, door stops, etc.. The percentage actually looking for fire door paint is relatively small and thus we wouldn't really be going after those most likely to become your customers. Our time (read: money) is surely better spent going after well-targeted potential customers wouldn't you agree?".
Fortunately, he did agree and now enjoys several high-profile listings for similar, yet targeted terms and no longer attracts those searching for example- pet doors.
The extraordinarily specific keyword request. Another client wanted to know if I could manage it so that they show up favorably for the term "Western Montana Physician Medical Network" (again, pseudo-corp/search term). I replied; "Sure, it's possible- but why would you want to?". They said; "Because it describes us." To which I replied; "Yes, it does, however, you can see from the research that there is no evidence that anyone uses that phrase in search engines. It's not likely to do you any good.". I continued, "Wouldn't you rather show up favorably when users search for; "Billings Doctor Network" or "West Medical Group" each of which are used more than 100 times per month?".
The answer was of course- Yes, followed by an increase in quality traffic that continues to convert to this day.
Each of the above are what I refer to as "vanity terms" and make no mistake, their appeal is easy to understand. It's also easy to understand a clients confusion as it relates to their "importance". Refreshing however, is a client that comes to accept the futility of them on my advice. It's very satisfying not having that questions like that come up again and being able to focus on the real goal; conversions.
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