Why keyword research matters by Ken McGaffin, 15 August 2007
People describe things in different ways. The words you use in your business may be very different from the words your customers use. For example, Gerry McGovern explains, “low fares” is an airline industry term (121 searches predicted at time of writing); “cheap flights” is a term potential customers will use (8,057 searches predicted per day). Use industry terms instead of customer terms and you will not be found. These three cartoons show what happens:
1. Pedantic Pete
He gets NO search engine traffic
2. Hapless Harry
He gets SOME search engine traffic
3. Clever Colin
He gets PLENTY OF search engine traffic
The message is clear. If you’re not getting enough search engine traffic to your site, you’re not using the words your customers use.
This is page one of the HMTL version of Wordtracker's Free Keyword Research Guide.
Contents
- Introduction
- Why Keywords Matter by Ken McGaffin
- What You Can Do With Wordtracker by Ken McGaffin
- Not This Saturday (offline keyword research) by Ken McGaffin
- Convert Traffic Using Wordtracker by Bryan Eisenberg
- It Ain’t the Meat, It’s the Emotion by B.L. Ochman
- Gauge the Size of the Market by Stephen Mahaney
- In Paid Search, Keywords Are Key by Kevin Lee
- Find the Keywords and You’ll Find the Marketplace by Ken McGaffin
- The Wordtracker Breakthrough by John Alexander
- Adopt a Healthy Position by Neil Davidson
- Designing an Online Marketing Strategy by Robin Good
- Only People Buy by Nick Usborne
- Where To Use Your Keyword Phrases by Ken McGaffin
About Ken McGaffin
Ken McGaffin is Chief Marketing Officer at Wordtracker. He is an experienced internet marketing consultant and has worked for major pharmaceutical companies, advertising agencies, government bodies and non-profit organizations.
