Finding Strategic Terms for Keyword Marketing

That’s more than Words than is a Small Dictionary!

Jim was dumbfounded to the point of being speechless. He just sat there looking at me, trying to determine if I was telling him the truth or not. We were sharing a cola and some small talk, when he asked if I knew anything about keyword marketing. He knew I did, but used the question to get us on the topic. Jim often sought my advice because of my relationship with Randall Mains of PATHMAKER MARKETING. One of the services that Pathmaker offers as part of their small business marketing strategies is Keyword Marketing. He offers it as an online marketing tool, and helps clients accomplish that which they seek by using Pathmaker as their search engine optimization agency. SEO is, of course, a sound search engine marketing idea, and one that Jim, apparently, was hoping to incorporate in the marketing plan for his independent Sporting Goods Store.

Anyway, we had jawed about it for a while when he asked me how many keywords might be associated with his business, and nearly dropped his teeth when I told him it could be upwards of a 10,000 or more. That’s where we were now – – him trying to fathom what I had just told him.

“Floyder,” he finally began slowly, “you can’t possibly be serious, “ he was finally able to manage.

“Actually, Jim, I am. If you do this the right way you have to be totally comprehensive.    Let me share a specific example with you, and then we will apply the principle to your business. PATHMAKER recently had a client in Canada that runs a large car dealership. The process started with over 50,000 keywords. From there we narrowed it down to 1500 – – and then to 300 terms which we used for targeting keywords. This allowed them to shoot to the top of the list when people did an internet search.”

“You mean,” Jim began, again slowly!, “that I should have more than just my name and the store’s name as keywords.”

And therein lies the problem, I thought. So many people are unaware of the fact that search engine optimization is a science, and not just a crap shoot.

“You really think you could come up with that many words?” Jim asked, the gleam that was starting to form in his eye making the question almost a challenge.

“Jim,” how many types of fishing lures do you either have, or have access to – – this is to include every color of every type and any other variations on the theme.”

“Good Lord, Floyder, there’s thousands and thousands of them – – you know that!”

It began right at his hairline, and slowly worked its way down his entire countenance – – realization was starting to settle in on Jim! I knew I had better intervene before he became so over-whelmed by this concept that he suffered from apoplexy!

“It’s okay, Jim, you don’t have to actually include all of those in your list. What I would suggest is that you feature a few of the better ones for each type of fish – – trout, bass, and so on. And that brings up another point,” I added, hoping this new concept wouldn’t create a brain overload. “You may want to revamp your Keyword List for each Sporting Season as it occurs. I would do this,” I quickly added, keeping him as calm as I could, “by starting with the next upcoming season and then concentrating on each season as it comes along. That way, you won’t incur the cost for the total program all at one time.”

“How do I now what words to consider,” Jim asked, handling all of this better than I thought.

“Well, you hire Pathmaker and we do the research and legwork. You will have constant input, of course, but we would take care of the list building.”

For the first time in quite a while Jim’s face looked almost placid. Then, as I watched quietly, that gleam started to creep back in his eye.

“Let’s try,” he exclaimed excitedly.

“Try what?” I asked warily.

“Listing 10,000 words. Come on, Floyder, we can do it!!”

I knew I was in for a long night – – either making the list or talking Jim out of trying!

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