Updated: June 6, 2010
Sometimes we just need to get things done quickly…or are feeling lazy…whatever the case, a lot of times we simply refer to our favorite keyword research tools, grab a few phrases that look good and put those into our content.
We figure phrases with strong demand give us good enough insight into what our prospects are trying to find, learn, do or purchase.
But a lot of the time, customers don’t even know what they need to find when they begin searching. They will type some distant phrase into Google and see what comes up, perhaps hoping they will find more descriptive language about what they’re looking for.
Anyone who has searched for things online can understand this after a couple moments of reflection. How many times have you searched for something then found another term that better describes what you were looking for? A lot it’s safe to say.
With that in mind, think about some keywords you may see in your research tool that may not have much demand. Step away from all the research tools for a moment and think about what you would search for if you had no knowledge of what you offer – all you know is that you have a problem that somehow needs addressing.
What terms would you use?
Take these, and integrate them into your copy along with others. While you don’t want to target too many keyword phrases in your copy, many phrases you can target will simply be add-ons to ones that are more in demand. Therefore, Google will pick up the main one along with the extended version – not diluting keyword impact for ranking purposes.
Remember, it’s not all about pleasing the hungry Google bots that love keyword rich content that’s unique and relevant. Success largely depends on gaining a deep understanding of who your customers are down to the most basic levels.