Your Name Here
We couldn’t agree more,and there actually once was such a system, called RealNames. Unfortu-
nately, RealNames is no longer functioning, which is a shame because it filled a real need in
search—just ask our friend Mark! And where there is such a strong need, we have to believe that
the search engines will find a way to meet it. Google has introduced a version in its toolbar (later
in the chapter, we’ll show you how to download this handy tool) but not in its main search results.
So for now, there’s no guarantee that your site will come up first when someone searches for your
organization’s name.That’s why we always recommend including it on your list of top target
Monday: Your Keyword Gut Check
Today you’re going to do a brain dump of possible target keywords for your organiza-
tion. You’ll need two documents from your SEO Idea Bank: the Keywords Worksheet
and your Goals Worksheet.
In the Keywords Worksheet you’ll find columns with the headings Keyword,
Search Popularity, Relevance, Competition, Landing Pages, and Target Audience. Today
you’re only worried about the first column: Keyword.
Now, take a look at the list of conversions that you came up with on your Goals
Worksheet in Chapter 1. You’ll use these as jumping-off points for your keyword
We met Jason back in Chapter 1 when he was thinking through his target audi-
ences and the goals of his SEO campaign. Jason’s company, Babyfuzzkin, sells unique,
high-end baby clothes. We’re going to follow him through his keyword week.
For now, you’ll jot down whatever comes to mind, and save the fine-tuning for
later. Here are a few ideas to get you started:
Be the searcher.
For each conversion you wrote on your Goals Worksheet, take a few
minutes to put yourself in the mind of each target audience that you listed. Imagine
that you are this person, sitting in front of a search engine. What do you type in the
Name who you are and what you offer.
No keyword list is complete without your
organization’s name and the products, services, or information you offer. Make sure to
think about generic
proprietary descriptions. Jason may jot down more generic
Go to your SEO Idea Bank and open up the Keywords Worksheet and your Goals Worksheet.
c06. 8:07 102