Website Speed Test
Search Engine Position
Search Listings Preview
Source Code Viewer
vs. Effective SEO Keywords
By : Daria Goetsch
Ever see a
website that seems to speak a foreign language... in English? We encounter
many SEO client websites that rely on buzzwords in the page copy to get the
word out about their product. The problem lies with visitors who may not be
familiar with those terms. This means optimizing with buzzwords may not be
the best way to gain traffic. If your prospective visitors are not searching
for those terms, how do they find your website?
Start With The Obvious
You really need to know your industry. Study your prospective visitors--who
your target audience is. If your prospective visitors are highly technical
and work and talk in "buzzword speak", no problem. But if you also want to
attract prospective visitors who may not be immersed in the terminology used
in your business, you must compensate by optimizing with a wider array of
How Do I Find All Those Keywords?
Start researching. Yes, it's going to take a little work on your part to
take a close look at what keywords you may be missing out on. Keep account
of prospective website visitors who may use other terms to find your
website. Track the keywords used by visitors through your log reports. Most
log statistics programs have a report showing the keywords used by searchers
to find your website. Using your server logs or log statistics program for
keyword information is a good way to get a better picture of how visitors
are finding your website. Use Overture's keyword tool (http://inventory.overture.com/d/searchinventory/suggestion/)
or Wordtracker (http://www.wordtracker.com)
and note the words used on your competitors' websites. Using these, or
similar tools, type in your buzzwords and see what variations come up.
Competitor websites may use a slightly different language than you when
writing copy for their pages. Visit their websites and learn all you can
about how many ways your business can get its message across. Read online
articles; visit business newsgroups and forums. Find research information
through industry websites and companies that specialize in producing reports
about your industry.
Help Search Engine Robots Do Their Job
Search engine robots are just automated programs. Their concept and
execution is relatively simple: search engine robots "read" the text on your
pages by going through the source code of your web pages. If the majority of
the words in your source code text are buzzwords, this is the information
that will be taken back to the search engine database.
It's Obvious (the "DUH" factor)
Ok, so it's obvious to you what your industry buzzwords are. But don't
discount the simpler versions of those catchy words. Focus also on some
lesser used terms and make a list of additional keywords you might be able
to add. Clear, precise copy that catches the visitor's attention and tells
your story is generally more effective in the long run.
Compromise - Mix SEO Keywords and Buzzwords
You don't want to change the copy on your webpages? This is often a problem
with business websites. Once you have your keyword list of
other-than-obvious words, work at fitting them into the page text carefully.
You want them to make sense with the context of the web page. Use these new
keywords as many times as "makes sense" so they do not sound spammy. Read
your copy out loud or have a colleague read your copy to get a sense of how
it might sound to a website visitor.
The Bottom Line
It should be easy enough to see how those extra keywords are producing for
you. Keep track of your log reports and see if those new terms start showing
up in your reports. Test a variety of keywords, then test again to see if
visitors are staying on your website, moving through your individual web
pages, or clicking away. Create specific pages using those keywords as a
test scenario. The information you need should be available to you in your
log statistics reports for visited web pages.
Don't let business jargon get in the way of getting your message across to
your audience. Yes, buzzwords may sound cutting edge, but the bottom line
is, traffic and sales are what you really want to show for your hard work.
About the Author :
Daria Goetsch is the founder and Search Engine Marketing Consultant
for Search Innovation Marketing (http://www.searchinnovation.com),
a Search Engine Promotion company serving small businesses. She has
specialized in search engine optimization since 1998, including three years
as the Search Engine Specialist for O'Reilly & Associates, a technical book