Search Term Analysis
Outlining a methodology to get noticed
Search engine marketing is a very specific skill. Finding the right combination of words that markets your product is something that requires thought, discussion and analysis. It is better to go to some lengths to describe your market niche strengths and peculiarities rather than boiling down or rendering the language (as one normally should) there is a stage that requires embellishment of language in an accurate and identifyable fashion.
As an example we are doing an analysis of the rugs.sfsw.net site. Here we sell Persian rugs. The main ideas are:
- Location: home, room, floor, decor, living, environment
- Function: comfort, cover, quiet, noise supression, antique, collector
- Description: carpet, rug, runner, kilim, floor cover
- Proper Names: Tabriz, Heriz, Tourkamen, etc
- Adjectives: large, plush, heavy, heavy duty, hard wearing
- Qualities: rare, warm, colorful, rich, pile
- Lies: top quality, best in the world, best, first,cheapest,perfect, finest
Now think what you do with a carpet. Actions are most important to form ideas that become phrases: we cover floors, walk on it, lie on it and listen to music. These actions say the carpet needs to be durable, comfortable and noise absorbant. Add in a few lies to get the creative thinking to flow, and allow your mind to slip in new words as you go, but use the map to generate a number of concepts, finally remove the lies.
- colourful runner
- stair cover
- quiet stair cover
- hard wearing plush cover
- durable comfort
- quiet comfort
- etc
Then you track your phrases, watch them like a hawk and when one fails to hit, replace it. This process can take months of fine tuning.
