Just finished updating a keyword list for a client. Since they provide a seasonal service, it only makes sense to pay to optimize those words that are relevant to the season. You already know this, right?
What's been bouncing around in my mind since the client sent over their ideas for the winter list was a phrase they wanted to include:
Tax rebates.
To say that this is generic is an understatement. They don't offer tax rebates. And the product that they do sell is one of hundreds that qualifies for a tax rebate.
As I think about it, I hear a little voice in my head -- the voice of a former colleague and something of a mentor. He used to say: "You can be anything you want to be. Make up your mind what that is, and promote it."
With all due respect, in the case of search, I beg to differ.
Search is about a customer looking for a specific product or service to fulfill a specific unmet need. (Again, you know this.)
"Searchers" are going to pretty tweaked if they click on your link (I'm talking organic here) only to find that you offer in no way, shape or form, the product or service they want.
The point? When it comes to search, you can't be all things to all people.
This is a lesson I learned first hand while attending a seminar at Google's NY office last year. Organic search works best when specific search terms lead to matching content.
If you're going to take the time to execute an organic search program -- and we suggest that you do especially for B2B -- consider:
-- Who is your best online audience
-- What are they likely to search for
-- What specific need to they want to have met
-- What matching online content can you provide as a search result
-- What are your competitors offering
-- Once they land on your results page, how can you gently lead them through the sales process?
Now get on out there and be yourself!
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