Research Your Key Phrases


Search engines are important for bringing new customers to your Web site. People who have never heard of your company can use a search engine to find that perfect gift for Father’s Day at your site. However, search engines aren’t psychic, and sometimes they’re not very intuitive, either. They can’t find what people are actually looking for, just what they’re asking for. So if people are searching for “flatware” and you’re selling “silverware” they may never find you. Optimizing your site for the wrong phrase is like sinking the 8 ball in the wrong hole.

So, how do you know what people are searching for? There are a number of ways to get the inside scoop on your prospects’ search habits. One of the most effective is a program called Word Tracker. Available at, you can license it by the day, week, month or year. It gives you feedback on the key phrases you submit, makes recommendations for similar key phrases, then allows you to test them against the most important search engines and directories available. It lets you know how many people are searching for these phrases and how much “competition” from other sites is out there. Word Tracker then assigns a KEI (Keyword Effectiveness Index) ranking for each phrase. You want to find the phrase that attracts the most interest and the least competition. You should then use this phrase (or these phrases) appropriately throughout your site in both your copy and your page titles.

The best time to do this is when you’re building the site so you won’t have to rewrite your copy later. However, there’s no wrong time to do it; if you won’t research what your customers are looking for your competition will!

If you have any questions about Word Tracker, key phrase research, or you would like flyte to perform the research for your site to be more successful, please contact us.

–Rich Brooks
President, flyte new media