webmaster about collecting the following information about site visitors who use your
internal search engine:
• What terms do they search for?
• What results are they shown?
• What pages do they choose to click on (if any)?
Keep a running list of top terms your site visitors are searching for; these are likely to
be good target keywords for your SEO campaign.
There’s plenty more that an internal search engine can do for you. Visit Chapter
10, “Extra-Credit and Guilt-Free Slacking,” for more information.
“Related” terms on Search Engines
Many search engines offer suggestions for related
terms after you perform a search. For example, Ask has “Narrow Your Search” and
“Expand Your Search” columns along the left-hand side of the search results that show
a variety of terms related to your search (see Figure 6.1). These related terms can be
good additional keyword choices.
Friends, Neighbors, and the Unexpected
One major problem we have observed with
keyword choice is that businesses tend to become too caught up in the insider terminol-
ogy they use to describe themselves. If your target audience goes beyond industry insid-
ers, be sure to seek out input from unexpected sources. Your friends and neighbors or
even the neighbor’s kid can provide surprisingly helpful ideas.
Related terms on Ask
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