The Power of Keywords

Real-life Marketing

Choose the right words to get noticed online

Search engines are one of the most powerful tools on the web for drawing people to your business. The businesses that consistently appear at the top of web searches aren't there by chance—they know how to improve their ranking, in part by using keywords to their advantage.

There are two ways to get your business to the top of the web search results. You can manage it yourself, which means you'll need to secure the keywords, check their status and monitor the online traffic. Or you can hire an expert, who can dedicate the time to search engine optimization, including keyword research and linking strategies.

Vintage Tub & Bath (www.vintagetub.com), an online store based in Hazleton, Pa., chose the do-it-yourself method.

Norman Dick founded Vintage Tub & Bath in 1997, when he began selling the vintage clawfoot tubs and pedestal sinks he tore out of hotels and homes. A year later, the company made its first appearance on the Internet and Norman's brother Allan came on board as chief marketing officer. With the duo's time, hard work and search engine savvy, Vintage Tub & Bath has propelled from a company that made $19,000 in its first year of business to a $15 million company 10 years later in 2007.

Vintage Tub & Bath recognizes the importance of keyword optimization, and you should, too. According to an April 2006 study by Jupiter Research, 36 percent of search engine users believe that the companies whose Web sites are at the top of search engine results are the top brands in their field. That's why 62 percent of search engine users click on a result within the first page of results, and 90 percent of users click on a result within the first three pages.

Whether you choose to optimize your site on your own or have an outside expert do it for you, boost your business' online rankings with a little help from some strategically selected keywords. Here's how:
  • Do your research. "Look at a variety of different sources when you're doing keyword research," recommends Daniel Moon, senior search evangelist for Vintage Tub & Bath. Know what terms your audience might use. "Look at magazines that relate to your market for terms and see what words customers are using," Moon recommends.
  • Brainstorm keywords. Begin by brainstorming every word you can think of to describe your product and business. Don't limit yourself—a longer list of specific and generic terms is the best starting point.
  • Spell words wrong. Yes, you read that right. People often type wrong spellings into search engines. Include common alternative spellings and mistakes in your META descriptions to boost your site's chances of rising in the rankings.
  • Go long. "The more you use common, or short-tail, terms the more likely it is that you'll see competitors using them too," Moon stresses. That's why Vintage Tub & Bath mixes shorter keywords with longer, more specific phrases (often called long-tail keywords). For instance, "clawfoot tub," a short-tail term, may lead potential customers to any number of websites, while "cast-iron clawfoot tub 56 inches," a long-tail term, brings up Vintage Tub & Bath first in the rankings. Ed O'Keefe, Director of Search Engine Marketing Products Management for Dex, says long-tailed keywords can increase the quality of clicks resulting in more qualified buyers contacting your business and a higher ROI on your keyword purchase.
  • Get focused. If your business provides goods or services solely on a local or regional level, one way to narrow your keyword list is to focus on area-specific terms (such as "Milwaukee barbershop" rather than just "barbershop").
  • Add valuable content. Moon says using keywords in the title tag, site descriptions, and META keywords tag can cause a jump in your search engine rankings. But the actual content on your site plays an important role, too. Quality information such as detailed product descriptions, blogs and an extensive section of the information and resources of your product can add value to your site—plus provide more opportunities for implementing vital keywords.
  • Learn more. Moon recommends checking out the many web blogs on keywords and search engine optimization to learn more. If your small business is strapped for time but has the money, search engine optimizers (SEOs) are available to consult with your company about improving your search engine results.
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