Keyword Research

Given the options Nouns and Verbs, which do we buy?  Honestly, I am not sure.   I can say for certain that people by benefits over features.  Nouns and Verbs?  Interestingly, this is an example of Keyword Research.  I have a client that deals in Commercial Textiles.  While researching their “Carpet” offering, I found that  the term “Carpeting” was searched more often that “Carpet”.  However, the interest in our product was 5 times better for “Carpet” and therefore less expensive.  I was intrigued as to why “Carpeting” performed so poorly by comparison to it apparent sibling “Carpet”.  Then I discovered “Carpeting” is used more often as a verb than  “Carpet”.   After this ‘discovery’ I made necessary changes to segregate “carpeting” traffic and in doing do so, decreased the cost of marketing this part of their business.

That’s an example of Keyword Research.  However, that’s a little further into the process.  Keyword Research is geared toward finding “phrases” that people are searching for that apply to your business.  In doing so, we will find numerous variation and ideas we wouldn’t otherwise have considered.  This allows to “cast” a wider net, look through what we catch, and then cast again where we will catch more of what we want.