Keyword Optimization: Shed the Generics

Keyword Optimization can make all the difference when it comes to how many ways someone can find your site in Search Engine Results.  Thinking like the user here is a great way to find words and phrases people are likely to use when searching online.  Let’s use my favorite example client the Stage Script Playwright.  His web site sells uniquely written stage plays through an online store.

So how would you optimize for him?  Let’s start with the phrase “unique stage scripts” and input that into the Google AdWords: Keyword Tool.  First you will see there is insufficient data for that initial phrase “unique stage scripts”, but you will see a lot of popular search terms.  Which of these do you think we’d want to optimize for?


Since our audience is those interested in buying scripts for unique stage plays, keywords like “drama scripts” with 14,800 monthly search volume and “play scripts” with 60,500 monthly volume are both ideal candidates for keyword targeting.  So right off the bat we write down “drama scripts” and “play scripts” as two of the keywords we’ve verified get ample search hits.

So we now have a couple search terms we’re going to want to target, but the tool also shows us a lot of other terms that are searched, in this case probably by people looking for a theater to attend or a show to watch, and not necessarily by those wanting to buy a unique script.  Even so, we want to write these down as secondary keywords, knowing that they get a lot of searches you don’t want to not include them, at least whenever possible, in your web site’s content.

So what do I do with my keywords?  Often people create generic sounding pages like “Product_Page” and in the case of the real life person I’m using as an example here he actually did use the title “product_page.html” on his site.  When we optimized his site during our consultation, we asked ourselves “what is a less generic way to say Product Page that uses some of our keywords?”

We decided to rename “Product Page” to “Play Scripts” because we knew there was ample search traffic there, and we created sub-pages for “drama scripts”, “comedy scripts” and a few others.  We could load up our Keyword Tool again and instantly know if these phrases were often searched, even if they didn’t come up in our initial investigation.

So having restructured the naming of our files, we started finding ways to include these key phrases in our content.  We created a Keyword Cloud which is a very popular tool for SEO’s and the client would frequently pull from his keyword cloud to write a blog or create new contentt, knowing the importance of regular updates to his site he now has consistent mentions of these popular phrases, and has gone from a Page Rank 1 site several months ago, to nearly a Page Rank of 3 and monthly sales that he can finally be proud of.

It is important whenever building a web site to ask yourself who the audience is, how they will best be served, and what you can do to speak their language.  In this way, not all web site’s are created equal and those who optimize their keywords with sound research are going to rank much higher than those who have yet to shed their generics.

All this said, Keyword Optimization is just one wing of your Optimization Strategy, with relevant backlinks and a sound content plan completing a well rounded plan.