The keywords selected for optimization form the foundation of an SEO campaign – and can ultimately be the difference between success and failure in the organic search engine channel. More specifically, keyword research can be described as a listening exercise. Through the use of industry-leading research tools, it is easier than ever to analyze search behavior in order to develop content that speaks directly to your potential customers – using their language!

Search is constantly evolving. Because of the dynamic nature of the search industry, the competitive landscape and user search behavior, it is important to regularly revisit the keywords you’re targeting for optimization on your Web site by asking:

·          Is this keyword still relevant to the content on the page?

·          Is this keyword still being used by potential customers when searching for my products/services?

·          Would this keyword align better with content found on a new or different page?

·          What additional content can I create to support this keyword?

·          Are potential customers changing the way they search for my products/services based on external forces?

The last point is something probably very relevant to your campaign based on the current economic landscape. Regardless of industry, the economic downturn has likely affected the way you do business – and has likely had the same effect on the way your customers do business as well. While the Internet has historically fostered a ‘bargain culture,’ research reveals that over the last year frugally-modified searches have been on the rise.

For example, in several product categories that are considered luxury, brands are jumping on the bargain-wagon to capture budget-conscious consumers.  Search volume for the keyword “cheap engagement rings” has significantly increased in 2009, compared to the two previous years. Tiffany Jewelry is currently running PPC ads for this keyword, which is a brand that most wouldn’t consider “cheap”. While there’s still a lot of “cheap” keywords being used for travel and leisure products (cheap airline tickets, cheap cruises, etc.), overall search volume is down from the two previous years. Other categories/industries where budget has impacted search in a very noticeable way: menswear, furniture, laptops, and even tractors.

A successful keyword strategy focuses on listening to the way customers are searching and creating content optimized for those searches. Traditionally, your organization (brand) may not have been interested in appearing in searches for words considered to have a negative connotation, such as “discount” or “clearance,” but research suggests that it may be time for you to revisit that decision in order to capitalize on traffic and conversions from a growing customer base looking for the best bargain on the Web.

Failure to target these types of phrases while your competitors do represents a missed opportunity for a huge number of potential consumers to visit your site.

Realizing the opportunity that exists with targeting these oft-overlooked keyword modifiers is the first step in targeting the growing budget-conscious market. There are a number of strategies that can be employed to creatively weave these keywords into your Web site, usually without disrupting the user-experience for your brand-conscious customers (and maybe more importantly, your internal marketing team).

While this may not be a one-size-fits-all approach to combating the economic instability of the current marketplace, it does emphasize one very important fact – the keywords being targeted for your SEO campaign should be under continual review. Contact us to develop an organic search campaign for your Web site.