Convert or Die Blog by Darwin Hall

I think every SEM/SEO believes they have the best process for choosing the right keyword. To be honest it’s a continuous process of improvement. The two things that will totally cripple a site are broken navigation and having the wrong keyword structure. Company speak and Internet speak aren’t always the same. Especially if the company is not a web based entity. It’s been my experience that if you allow a company to simpliy choose the words to drive traffic for, you would probably be way off your target audience.

The Web Is A Cybernetic Entity

To some this will sound totally ridiculous, but the Web is alive. It has a nervous system, a pulse, a brain and body. A Web Marketer is nothing more than a witch doctor or wizard. If you look at Web traffic as an energy source, in relation to customercentric social networks you will be able to see how it’s part human an part machine. AKA cybernetic. It’s a mass consciousness of human thought with machine structure.

I’ve read articles about how to pick keywords. Yes, you should use Wordtracker.com. It’s an invaluable tool. But understand it’s just a tool, just like a hammer or a screw driver. It won’t and can’t make your campaigns work by themself. That goes for any tool.

The thing that true web marketers have in common are pain and failure. I would even go as far to say that most successful web marketers came from the darkside of failure. (That’s what I hear anyway) And on the darkside of life people try many strange things.

The key to picking the right keyword is history. You need to match the historical volume of a keyword with the competitiion strength of the keyword and the amount of time, effort and money of your client or employer.