Question: We sell horses… We sell a unique breed pf horse which is azteca – half Andalusian and Half Quarter horse. The key word volumes are high for Quarter Horse and Andalusian but not Azteca, How do we use key words, that would be in adjacent markets to use as key words?
Answer: Keywords are all about two factors: volume (how much your potential customers search for the keyword) vs. value (how high quality is the match for your business’ unique value proposition? So ideally you are looking for keywords where your value proposition intersects with high (or relatively high) search volumes.
In your case, you are telling me that there are good search volumes for Quarter Horse and for Andalusian but not for Azteca, and I am assuming that usually you are adding the helper word, horse to the potential search, as in Azteca Horse. So you definitely want to optimize at least for phrases that contain Azteca and your helper keywords such as horse, horse breeding, horses for sale, etc. Those are high value / low volume combinations.
Secondly, you are going to want to build out landing pages as well as some good content on the home page and linked from the home page certain pages that target bigger, adjacent markets such as Quarter Horses for Sale, or Andalusian Horses. The trick is this process:
You will have to build out keywords targeting these larger searches, and then create landing pages, which we will discuss later in class to bring in adjacent traffic, and then direct it towards your offer. It is not as easy as a direct offer, but it can be done by focusing on the closest, cleanest adjacent searches to your target. Landing pages, which we look at next week, will be especially important to your efforts.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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