Many aspects of a successful marketing campaign depend on the marketer getting into the mindset of their target market, knowing who they are, what they buy, how much they spend, and how they think and buy. Keyword searching is no exception to this. When you create keywords on your website or for your AdWords campaign, you need to understand who your customers are and what their needs are in order to know the words they will use to search for a service or product like yours.

I have worked with new business owners who get very excited because when they Google their name, it appears in the top 10. Unless you are already well known and established in your field, how many people are going to Google your name to find the service or product you provide? In my Career Coaching business, I know that one of the main keyword phrases people find me in is “career coaching.”

Although professional coaching is not about giving advice at all, I know that when people are stuck in their career, that is what they THINK they need and, in most cases, what they are looking for. If you have a new or unusual service, many people will not even know it exists in this format, let alone think about searching for the keywords you use to describe it on your website. Perhaps your product or service provides a new / better / more effective alternative to a more traditional and familiar one; What would people look for if they were looking for the most traditional and established product?

I’ve used a product called Wordtracker to help me initially identify the best keywords to use, but ultimately, success comes from continually monitoring and adjusting your online campaign (including your website) to engage your target market.