Keywords- Rule #1 Is Relevancy

Keywords are the currency of the web- Search Engines can read the content of your page (if it’s built correctly) and know what the page is about.  Proper Keyword selection is the cornerstone of a good web strategy- it is fundamental to your future success, and so we’ve broken it out into a separate service and whitepaper- if you really care.

We care. Actually, we love it- It’s the data analysis, the inside track, and the connective tissue, that makes a site, a strategy, and a campaign, work.  Good thing for you- you don’t have to give a hoot- we’ll take care of it, and select the words that really matter.  And most importantly, we’ll help you pick the battles that can be won.

Keywords let you enter the conversation in the prospect’s head- in online search world, you enter your query into a search engine and get a result that hopefully answers your question… it relies on analysis of the destination page to gauge the relevancy against the question you asked.

When browsing the web or reading news or social portals, the same search engines and ad serving companies are also analyzing the contents of a page, and ideally are serving ads that are relevant to the user based on the contents of that page.  If you’re reading about tips to lose weight, you should also be seeing ads for weight loss products.

Remember, Search Engines are Arbiters of Relevancy.

So what does Relevancy mean?  An example is the best here- refer to a client site at 100CentralWhitefish.com.  This website ranks based almost entirely on on-page factors for “Whitefish Commercial Property”  it’s in the title tag, a couple inbound links, and various other places.  Anyone looking for commercial property to lease in Whitefish should be interested in 100 Central- that is relevancy.  The site is nowhere to be found on the term ‘commercial property’, nor is it to be found anywhere for ‘whitefish montana’.

Why not?  Both terms are relevant only in a broad, sweeping way- it would do no good to get a college student in Texas writing a paper on Commercial Property to the website, and nor would it do Google any good either.  It’s not relevant.

Like a good gravy, Proper Keyword Strategy is a reduction- It’s small business consulting and strategy boiled down from all the chunks and bits and leftovers, into what is really important for you, your customer, and for the search engine.  It’s the hardest simple work there is.