4 Tips to Target Tradesmen Online Using Key Word Research

by | Apr 17, 2009

connect-a-desk-laptop-standIn the B-to-B  marketing world, most companies have specialties or niche markets that they serve.

In our case, most of our clients target the professional tradesman which makes our task a bit easier than others. To reach, for an example, Electrical Contractors or Electricians, there are very specific key words that would drive them to your site like IBEW (International Brotherhood of Electrical Workers), side-cutters or power bender.

Key words and SEO have long been associated with web sites. But blogs are actually more SEO friendly and much easier to update  from information from your analytics.

Twitter isn’t there yet, it’s only a matter of time and search will be one of its most important elements.

Consistently using key words that your target audience would use to find your company will generate significant online traffic.

Companies make the mistake of assuming that once the initial search for those key words and phrases are done, they won’t have to go through that again. This couldn’t be farther from the truth.

Key words and SEO have to be a part of a continual process of monitoring and updating.

Tools like Google search allows you to type in key words and phrases to see what kind of activity levels there are. Especially in this economy where everything is being measured, SEO/organic search engine marketing has proven itself to be a good ROI.

Here are 4 tips to consider when developing your key words:

  1. Understand your audience. Since you’re in the business of making stuff, i.e. for Electrical Contractors, you should know their slang and buzz words. You should also know what’s going on in the industry. Don’t focus on marketing terms, focus on what the contractor would be typing into Google to solve his problem.
  2. Keep it simple. Because you’re talking to a specific audience (electrical contractors), you don’t need 1000 key words. The rule of thumb for key words is to have one key phrase per page. Having 6 or 8 only confuses the search engines so they’re not able to determine the focus of the page.
  3. Evaluate your competition. There are few companies that don’t have some sort of competitors. Look at their site and blogs if they have them. See what key words/phrases they’re using.
  4. Treat key word searches as an ongoing process. At least once a quarter, take a good hard look at the metrics and make tweaks where necessary.

What tips can you share to help improve your SEO performance?


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