I recently met with a business owner that sells manufactured homes (better known as mobile houses). The corporation is established and carries quality branding, but does not have a website (thus the reason I was there). Initial meetings with our potential customers usually involve a substantial amount of study into the business, their primary target audience, and brainstorming about potential keywords. Throughout the meeting I learned about his industry, clients, and the difficulties his business runs into. He explained very plainly that they despise the term “Mobile Home” and selected the words “Manufactured Housing” or “Modular Homes.” I am a Realtor and have seen this marketing change in the past several years and was not surprised.
After the meeting was over and I got back to the office to start off the research, it quickly became clear that the business owner was not gonna like what I was going to tell him. The words “mobile home” was searched around 6x’s well over “modular home.” If he wants to construct an efficient website for his company, he would need to optimize for the phrase “mobile home” – the term he despises.
This story is a prime case of what keyword research is all about. Seo is not only about making the site rank high in the major search engines, it is about doing market research and then aimed towards the ideal traffic. Please do not get me wrong, just because one keyword has a large amount of traffic compared to other, that does not mean it is better for your internet business to optimize for that keyword.
For instance: As a Real estate broker would it be wiser to optimize for “homes for sale” (X) or “Real Estate Agent” (Y)? Even though (X) may have 15x’s the quantity of traffic; an individual that searches for (Y) is likely a better target market. Some people today can browse homes for years without actually buying, while someone searching for the services of a real estate agent is more prone to convert.
Keyword research and analysis is the basic foundation of Search engine optimization job. It can indicate the difference of success and failure for your internet marketing system. I have been privileged enough to be involved in campaigns that truly increased specific keyword traffic via integration of Offline and Online marketing strategies. Generally though, the human user is the driving factor which decides the direction of your Search engine optimization attempts and web design.
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