Find Your Best Keywords

Women sometimes have unique ways of describing things.  When my girly girl friend was feeling macho and wanted to hang a window flower box outside she promptly marched up to her boyfriend and asked to borrow his “whirry whirry screw thing…you know…..vroom” - not the technically correct name but he knew exactly what she was talking about. 

When you’re trying to find your best keywords – keep two things in mind.  One – what is the visitor intent?  Two - how does the visitor describe your product – it may be different from the terms you use internally.   

Find your best keywords tip #1  - Visitor intent

What is the intent of the person typing in the keyword? Women owned businesses are growing at an exponential rate.   Many of these women business owners are opening up offices or stores and need phones.   A woman business owner typing in “phone systems” – a broad term – may be early in the buying process.   What does she see?  A landing page with tons of techno speak or a page displaying lots of products with no text to help her choose which one might be right for her.

Wouldn't it be nice to be taken to a page that explains what the different phone systems are and which options might be best for a small business owner?     

Now - a woman business owner typing in “IP-PBX phone system” has probably done a lot more homework.  She knows a specific type of phone system – she’s later in the buying process.  Now is a good time to take her to a specific phone system.  To find your best keywords, understand what your visitor’s intent is.

Find your best keywords tip #2 - Words your visitors use to describe what they need

How a customer describes your product may be very different from terms you use internally.   Example “Human capital talent acquisition” is how some staffing firms refer to their services.   But the business owner looking to hire people may just be typing in “mortgage staffing” or “automotive staffing company”.    

We have a client who sells a self help releasing technique.   A huge issue for women is what they term “emotional trauma.”  Upon further exploration – we found emotional trauma could be broken down into lots of other terms:  grief, caretaker’s syndrome, co-dependency, martyr syndrome, low self-esteem.   The other problem with trying to find your best keywords is – some visitors do not recognize their true condition.   A martyr thinks she is a self sacrificing saint, and that’s a good thing.  “Martyr” strikes her as a negative label she would never give herself.  So we had to delve deeper – what do women with this syndrome suffer from – sleep deprivation and lack of energy – so we targeted those keywords. 

Go out there and find your best keywords.    The time you spend researching will be well rewarded by attracting qualified traffic to your site. 

Comments

[Mary Schmidt]

Absolutely! For example - when I'm looking for a good phone system for a small business client - I'm NOT going to type in "the premier solution for small business communications" For that matter, I'm not going to type words like, "quality" All too often, companies simply slap in marketing buzz words for key words.

[Yvonne DiVita]

This is critical advice for online businesses. Using generic terms doesn't work unless you know the entire phrase and you can use it appropriately -- technospeak is always deadly -- and writing to satisfy yourself is sure to fail.

The ultimate test: ask your mother. She'll provide the clues. And the insight. If she understands, you can bet most of your lady clients will, too.

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[Jo Dane]

Thinking about keywords in relation to the stages people are at when they use them is very interesting. Is there an organized science to this? Someone, somewhere could be making millions off this.

When I'm testing ad copy, I'd probably use something like Glyphius.

Or I could also ask my mother.

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