words like “baby shower gifts” and “baby clothes,” but he should also include trade-
marked names like “Babyfuzzkin” and a list of the brand names he’s selling. Likewise,
if it’s equally accurate to describe the products for sale on your website with the terms
“spray bottles” or “X7 MistMaker Series,” add both to your list.
Name the need you fill.
It’s not just what you offer, it’s the itch that your product or
service scratches. So Jason might write down “baby shower gift ideas” or “baby clothes
free shipping.” If you sold home alarm systems on your site, you might want to list terms
that describe your customers’ needs, such as “protect my home” and “prevent burglary.”
Does your product or service vary from season to season? Do you
offer special services for special events? Think through your whole calendar year. Jason
at Babyfuzzkin may want to list words like “baby swimsuits” and “Size 2T Santa
Sweaters.” A spa resort may want to list things like “Mother’s Day Getaway Ideas”
and “Tax Time Stress Relief.”
Embrace misspellings and slang.
Here’s something you probably know better than any
SEO expert: alternate spellings and regional variations on your keywords. Jason bristles
when he gets mail addressed to “Baby Fuzzkin” or “Babyfussing,” but he knows his
company name is easy to get wrong, so he’ll add those to his list. On a regional note,
a company selling soft drink vending machines had better remember to add both “soda”
and “pop.” You do
need to consider variations in capitalization because search engines
are not sensitive to caps (besides, the vast majority of searches are lowercase). However,
you should include singular and plural forms on your list for further evaluation.
In Chapter 2, “Customize Your Approach,” we suggested that brick-
and-mortar organizations include variations on their company name and location in the
keywords list. If your company does business only in Michigan, you really don’t want to
waste your SEO efforts on a searcher in Nevada. And, did we mention that search
engines sometimes aren’t all that smart? They do not necessarily know that “NY” and
“New York” are the same thing. So be sure to include every variation you can think of.
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