Keyword Real Estate
April 28, 2008 – 7:11 pmKeyword, Keyword, Keyword is the new Location, Location, Location.
Traditional business success in many cases could be predicted by the location of the business. Is the business in a heavily trafficked area and is the traffic in the area a match for the business. Hopefully the business owner did his or her research and landed the business in an area that is trafficked heavily by the core target audience. Hopefully the business owner did not just stop at that piece of research and did further investigation to find out what the target audience’s life is about and how to use this information to turn the traffic in the business location, into business traffic.
Now, this same theory of location, location, location is the same for having your business or service online. The location is not determined by a street in a city that is heavily trafficked, but by a keyword or keyphrase that is heavily trafficked (in this case heavily searched) by online audiences in search engines. Finding the right keywords and keyphrases is not that difficult. If you are running a PPC campaign, there maybe keywords that fit your business that are as expensive as rental fees on Park Avenue. But, just like Park Avenue real-estate, popular keywords, if you can afford them, brings you the traffic that converts to sales and leads you might want to invest in.
What if you can not get your business on Park Avenue? Could you get your business location close to Park Avenue and get some of the indirect traffic? In the traditional business model this would be an expensive gamble, but online you could test alternative locations (keywords or keyphrases) without breaking the bank. You should also have more then one keyword or keyphrase; this is the equivalent of having your store in multiple locations. Here’s how it works. Say you had an advertising agency in Pittsburgh. The keyword “advertising agency” is like renting real-estate on Park Avenue – could be very, very expensive. You need to look for alternative keyword locations like pittsburgh marketing agency or creative agency pittsburgh This is where the online real estate market is more flexible, forgiving and affordable. You can look for alternative keywords and keyphrase that are in close proximity to the real-estate (keyword) that your target audience searches for to get to your online location.
If you would like to know more about keyword real estate and how to position your company, product or service online, contact LeDonne Creative.
