This is a different business (amd website)than the other post I made---a new technology launch.
This is a commercial application that has many uses. I've wrangled my way on TV twice and will (hopefully) be covered by a major trade magazine for new technology.
Now, one application of this technology that we've been doing for years---there are industries that sell very remotely kinda (not really)-somewhat-similar widgets...do I use those keywords to try to drive they website, since they appeal to a similar audience. It's the audience I am trying to get. If they buy those widgets from other website...they will want to buy from mine...I just need to get it out there and tell them we exist.
This is a completely different animal from the other business, which is a well established niche. This is completely new, with no real parallels.
The challenge here is also your opportunity - to guide the market's formation of new vocabulary. So whatever new words you've established internally, you definitely want to optimize for them from the start, even though there is no search volume... yet!
But in addition you need to consider what challenges your product or service is a solution for - and optimize around the keywords that people use to describe the problems they fact, and that your company offers a solution for. "Problem based" keywords are closer to the marketplace, even if a bit "higher up the conversion funnel."
By doing SEO for both "problem keywords" and "solution keywords" you will establish your company's presence in the market as its vocabulary evolves.
Yes...thank you, this is the only logical approach I could think of, because I am really still a novice at SEO. i will say, however, that I have become a bit of an SEO enthusiast because of the puzzles behind it.
I have my own keyword + solution keywords already going...so thanks, things seem to be on the right track.
Buckworks...I did a small PPC banner ad run...got a zillion clicks but no inquries---which makes me a little leary of content networks search (google). There is nothing wrong with the site (I got a number of opinions when I rebuilt)...so it makes me think that folks were just out to make money for their sites.
Couldn't quite figure out the CPM switch on the google networks. I fooled around and fooled around and I just couldn't get it switched over from CPC to CPM...any ideas or other ways to do banners...I am open!