I numbered this post because I know there are going to be several on this topic. I think this process, finding those keyphrases that my target prospects use when they’re looking for the services Bolen delivers, is extremely important; and it deserves the hours I’m going to spend in getting it right.

Those keys represent qualified business knocking on my door. I need to get the keyphrases right because organic optimization campaigns require that the keyphrases are strategically woven though out the page copy. I need to know what the keyphrases are prior to rewriting the content.

Special landing pages must be built to match specific keyphrases. This affects navigation of the site. Where target prospects (I have a few different flavors) land, what they see when they arrive, and where they’re directed all must align with the appropriate keyphrases.

Why Keyphrases?

I’m using ‘keyphrases’ instead of keywords because my business, targets and services are very niched. A single word is much too broad. I’ll need at least two, more likely three words per search term… hence keyphrase.

For example, ‘marketing’ is way too broad to be effective. But ’storage technology marketing’ might work. There’s a whole discovery process and a subsequent vetting process that we’ll have to go through to find the twenty or thirty arcane keyphrases that will bring business to Bolen.

Tomorrow we’ll start the discovery process.

Tags: keyphrases, keywords, SEO, website architecture