Question: Our business does many things – it’s at the intersection of occupational and physical therapy, and we also do lymphedema therapy, therapy for stroke, splinting. None of these are very high traffic keywords. How do we deal with a large number of low-traffic keywords?
Answer: Properly utilized keywords can provide a great Return on Investment (ROI) on website ads and search engine optimization campaigns. It is very important to gauge the costs associated with marketing a keyword to its potential value for your website or line of business.
Generic keywords deliver a higher level of value to certain businesses and much less to others. Example, a search for ‘Malpractice Attorneys’ would result in higher keyword value for law firms all over the US than for a local law firm in say, San Francisco. The reason is simple, very few people living outside of San Francisco would actually be looking for Malpractice Attorneys there.
The keyword phrase ‘Malpractice Attorneys San Francisco’ would hold much greater value because it is more focused and directed towards the people who are most likely to need regional services like that.
So in your example, first figure out what potential customers search for and group the keywords into families. Don’t worry so much about volumes. You may be in a low volume industry. Then from your home page, link outward to your core product / service areas. A good example is the GEICO page (http://www.geico.com – notice how the general focus (insurance) is meet with specific pages on the specialties involved.
This structure can work for a high volume or low volume keyword company.
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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