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I've done a variety of research and come up with the following keywords that I definitely need to feature on my site:
4.My Keywords
Brooklyn pizza
Brooklyn style pizza
Brooklyn bridge pizza
Best pizza in Brooklyn
Brooklyn coal burning pizza
Facts about Brooklyn style pizza
We're not talking huge search volumes, but I'd still take a few minutes to run the top three or four terms through Google Trends to see if I get any hits.
So I see that in 2007 "Brooklyn pizza" far outdistanced the other two keywords in search volume, the trends are interesting -- a lot of spikes where I didn't expect to see them.
I cut out "Brooklyn pizza" and didn't get any results from Google trends. So, to get great search volume from these terms I need to have pages on my site that are optimized for those terms -- so I'd do something like this:
Page Keyword
Homepage "Brooklyn Pizza"
Menus Page "Brooklyn Style Pizza"
Testimonials Page "Best Pizza in Brooklyn"
Location Page "Brooklyn Bridge Pizza"
How It's Made/Recipe Secrets "Brooklyn coal burning pizza"
What makes it special Page "Facts about Brooklyn Style Pizza"
We're looking at somewhere in the neighborhood of 246 impressions a day from these keywords. If I build and optimize my site correctly with a nicely structured user- and search engine-friendly design, we'll capture a good portion of this market share when our site starts to rank. Our top term is a bit competitive, so making sure you're giving searchers exactly what they're looking for is key to converting and capturing market share.
Hopefully you've been given ideas as to how a site is best structured via keyword research. It's not simple, but it's not impossible. A lot of marketing is gut instinct, but a lot is also based on hard and fast numbers. If you can't afford to hire someone to do this for you, you can definitely make the basic steps yourself and send your design company a comprehensive idea of what you'd like to have them build -- saving them time, and you money.
Edition from http://searchenginewatch.com/showPage.html?page=3627580 , thanks! |
