May 28, 2004      (Continued)

How to manage generic keywords
As a rule, managing branded keywords is usually simpler than managing generic keywords, although this doesn't mean it's impossible, on the contrary. If your site visitors or prospective clients aren't familiar with the brand names or trademarks of your company, then you will have to concentrate on generic or organic keywords for your website.

For companies or subsidiaries that wish to expand into new market segments, even they will need to concentrate in promoting keywords that will be directly connected with their business, but that may not be names of specific trademarks, service marks or traditional brand names.

The secret in managing generic keywords is to avoid keywords that are too broad. For example, if you are in the travel industry, the keyword 'travel' would much too broad. Is it air travel, by car, by boat, what? You would need to narrow it down further, in an effort to avoid what is called "junk traffic". Junk traffic is determined by traffic that has no value to you, but that you will still need to pay for if you rely on pay-per-click (PPC) or pay-for-performance (PFP).

Generic keywords by topics
Most likely, your website is about one single topic or subject. Usually, in any corporate website, you have one major topic, along with a few subtopics, or secondary themes. Let's take the example of a company offering travel packages to sun-filled beaches in the south. One effective way to group subtopics and make them keywords that you can advertise could be: Caribbean Travel, Pacific Travel, Florida Travel, Gulf of Mexico Travel, etc.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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