n Read industry media: The news media effectively lives in the world between
businesses and customers. Media writers are often responsible for translating
obtuse or industry-specific lingo into plain language their readers understand.
Look for this and build from it. Blogs are also valuable, since they can
provide a subjective, personal perspective that newspapers and trade publications
avoid.
n Keyword research sites: There are several sites that allow you to research
which keywords command attention in search engines. Wordtracker is an
independent, subscription-based service that evaluates keywords and generates
a report estimating the effectiveness of the proposed optimization
campaign.5 In addition, signing up for Google AdWords6 and Yahoo Search
Marketing7 (even though it costs money to do so) provides insight into keyword
popularity by how much they command in the PPC realm.
SEARCH ENGINE OPTIMIZATION
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5. www.wordtracker.com
6. http://adwords.google.com
7. http://marketingsolutions.yahoo.com
Level 2: Medium, competitive strings. Once a company has crafted a series of brief descriptors
from level 1, those can be distilled into powerful keyword strings for which the website
should rank highly in search engines.
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