It’s been staring me in the face, and I just didn’t see it. After spending several hours over the past few days trying to find generic keyphrases for the Bolen home page, I finally understood. I couldn’t find any phrases that included ‘B2B’ and generated any volume of traffic. ‘B2B’, in my mind, has been the wide angle lens on the market that Bolen serves. Too bad my prospects don’t think of it that way!

They are ad agencies, community banks, insurance companies, IT hardware and software vendors, and telecomm providers. I’ve worked in all these industries. They don’t use ‘B2B’ when they’re searching for marketing help. They use search terms that are specific to their industry. I need to build a half dozen home pages with their own keyphrases. Each surfer will be greeted with information that tells them, “You’re in the right place. We specialize in marketing and sales tools for the ****** industry.”

I used WordTracker and Google Analytics to spawn this epiphany. Why didn’t I see this before? In my defense, I think it’s the “forest for the trees” syndrome. I know from experience as a consultant, it’s so much easier to see things from the outside than it is when you’re in the middle of it.

Tags: google analytics, keyphrases, keywords, sales tools, search terms