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Article

Title: Keyword Play: How an Acronym Helped Unlock Marketing Puzzle

Author: Covel, Simona Article Type: Company
Source: Wall Street Journal, v250 n48 pB4(1) Publication Date: Aug 27, 2007
  ISSN: 0193-2241
URL of Publication: http://www.wsj.com

By recognizing and using the optimum industry buzzwords, small business marketers can turn up more often in search engine results. Initiate Systems Inc., for instance, learned that search engine optimization (SEO) is often less about advanced technology than about pinpointing the buzzwords in your industry. At first the company paid a web design firm to create a list of keywords to increase the frequency they would appear in search results. However, web traffic did not increase. The company then switched tactics. Instead of relying on outside experts unfamiliar with its industry, the company listened closely to its customers and picked up their terminology. For instance they asked salespeople and key customers what terms were most prominent in the industry, and which came up frequently at trade shows and in the field. Using the results from this research, as well as from careful examination of trade publications, the company then revamped the website and press releases, increasing the number of customers who found the company using a search engine. Initiate now routinely reevaluates keywords, and relies less on software reports and other automated feedback and more on interaction with people in the industry.

Companies:
Initiate Systems Inc

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Search Engine Optimization

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