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The only caveat
is that everyone who ever discusses SEM (search engine marketing) and
SEO (search engine optimization) for a site, uses the same phrase:
"Research and use the most important key phrases."
It's like a To Do list for an entrepreneur who's just starting out a
business idea. They read and so forth, learn they need a To Do list,
and everywhere, the advice they get is, "First: Make lot of money."
In order to get the right key phrases, someone (you or a professional)
must examine your site and business. What exactly is it you're selling?
Then, with a *definition* of your business in mind, the abstract next
step is to figure out what will people search for that I want my
business to show up in their results?
Suppose you sell wooden wall plates for light switches. SEM isn't about
searching key phrases for "wood wall plates." Anyone who's looking for
what they already know will put that into a search engine. Presumably,
your site already has plenty of instances of "wood wall plates" in the
content.
The trick is to think about what someone who does NOT know what they're
looking for will enter into the SE (search engine) query box! That's
where imagination comes into play. What would someone search for if
they had only the most vague idea of what they're looking for?
So for example, SEO would begin along the lines of "bathroom
redecorate," "interior design," "new light switches," "wooden light
switches" and things like that.
SEM is a fascating and unique concept, only applicable to the idea of
an Internet database of indexing. The whole thing has never-before been
seen in history, but it's at least somewhat related to the public
library's card catalog. Remember learning how to use one of those, back
when it was done on 3x5 index cards?
I believe the big problem for younger generations is they grew up with
computer-based indexing systems. I wonder then; do kids today have a
course in writing queries? Without knowing what's a query and how to
generate one, keyphrase research isn't going to
accomplish all that much.
Edited by: CraigL - Oct. 03 2006 at 2:54 PMCraig Landes
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Defining the undefinable. "There are 10 kinds of people in the world---those who understand binary numbers and those who don't." - Unknown
International Society of Curmudgeons
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