<< by Avelyn Austin on May 6th, 2009
If I’ve said it once I’ve said it a thousand times, the hardest part about being a search marketer is explaining search engine optimization to the client. More specifically, it’s sometimes difficult to explain why I chose a specific keyword phrase for them to optimize their website for. Often times when I review a suggested list of keyword phrases, the client will see a phrase and say, “Woah that’s not how we talk about our product”. Without trying to belittle the client my response is, “Although you may not talk about your product like that, your customers do and that’s also how they search for your product on Google too”. I’ll warn you now, the client may not be able to wrap their head around this concept right away. As the experienced search marketer you’ll need to prove to the client that the phrase you’ve suggested has a higher search volume than the phrase they typically use to “talk about their product”. A great resource for backing up your recommended keyword phrase is the free Google External Keyword Tool.