In on-line marketing strategies for companies and organizations, the key to capturing the attention of niche markets is in keyword writing. Understanding the concept of keyword writing, which originates in programming language, is essential to on-line marketing success. A programmer and web site consultant develop a list of metatags or industry specific keywords when building a site. They are contained in the ‘back end’ of the site, which is invisible to viewers. These keywords should ideally be contained in menu items and in headlines and subheads on the home page and other pages. Keywords must also be repeated an infinite number of times in the entire content of the site. An adept internet marketer will have strategies for repeating industry keywords on the home page by informing and educating a reader.

How to Identify Keywords

Many clients want to know how to identify keywords for their specific industry. Programmers use a software program called WordTracker, when they first begin site construction, to determine keywords. An existing site with good statistical software such as AWStats, harvests the keywords visitors used to reach the site on search engines. Both methods provide a good indicator of basic keywords. This list needs to be expanded, however, to include niche market keywords and buzzwords for the industry. Basically the computer computation of keywords can set a great foundation, but human creativity also plays a pivotal role here. The question to ask is “What would my prospects type in to find this site?”

Keyword Rich Article Writing

Article writing and posting on the home page of a web site is one way to invigorate the keyword count on a web site in an orderly, professional manner. By posting articles on the web site, a company or organization enhances their standing in a profession, educates their audience about their product or services, and provides expert insight and opinion in their specific industry.

Keyword Rich Press Kit

A press kit is another great way to introduce an abundance of keyword rich text in a web site. Included in the press kit are press releases, which should also repeat industry and niche market keywords.

Keywords for Niche Markets

The most important and creative way to develop keywords is to combine the industry specific keywords already researched with keywords for a niche market of choice. For example, a realtor who sells real estate in New York City and wants to speak to an audience of Indian professionals relocating from abroad would develop content which utilizes the keywords: relocation, Indian and New York City. Developing articles and press releases with these keywords would also help to increase the keyword count, and drive Indian professionals looking to relocate to New York City to the site. Basically, the formula can be applied to any industry, so long as the major and fundamental industry keywords are the starting point.

Captivating Niche Markets

Niche marketing on-line is easy to execute, because the search engines are language based. Successful companies or organizations will recognize the power of repeating keywords. Their internet marketing strategy will contain language which speaks directly to the audience which is most lucrative, and willing to buy their product or service or join their organization. It’s not enough to capture the attention of a niche market once or twice. By implementing a keyword rich niche marketing strategy over a long term, the traffic driven to a site that is most ‘interesting’ (or peruses several pages on the site) will begin to return again and again and are most likely to purchase or join.


About The Author


Elizabeth Kirwin has published work in national magazines and newspapers. She is co-owner of Sidhe Communications http://www.sidhecommunications.com in Asheville NC. She develops keyword rich copy for web sites. Her internet marketing plans have helped companies achieve high web site rankings over the long term. For more information, e-mail ekirwin@bellsouth.net.

ekirwin@bellsouth.net

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