Receptional_Andy - 7:20 pm on May 12, 2008 (gmt 0)
Let's say Mr Widget's most popular two word phrase is "widget repair", and that there are quite a few common variations:
In each case, we can ask two simple questions: what is the visiting looking for and how can we fulfil these requirements?
Cheap widget repair
This is an obvious one: the visitor is likely price-orientated or have a limited budget. So offer them the lowest-priced service, a deal or a way of reducing cost. Don't offer anything cheap? Explain why widget repair is not a low-cost business and that going for cheap options would be a false economy.
Widget repair in gadgetland
Location-focussed keywords are suggestive. If a searcher is looking for a country, the suggestion is that they're not overly concerned as to what part of the country the service is in - they just want to avoid overseas results. Be clear about geography when the visitors arrive, and consider obvious visual clues about location. Don't lose a visitor who might think you're in the wrong location.
Widget repair in gizmotown
Location queries with a narrow focus (like towns and cities) imply a visitor who wants a local service - either because they might actually want to drop in and see you, or because they are reassured by the idea that they could. So, be local, show them your address and even consider emphasising a 'family business' sort of angle. A popular one with Mr Widget (& Son)'s Widget Workshop ;)
Widget repair help
This is somewhat trickier. It seems clear that this visitor is trying to repair their own widgets (oh no!). It's time for Mr Widget to decide if he wants to offer free guides and advice from his website. To some, this might seem like a poor decision business-wise, but of course, it's what a large proportion of people will be searching the internet for. In time, this could prove to be a key section of his site for driving traffic and links.
Of course, there are much more complicated words and phrases than those examples here, and other ways to interpret them.
So, what do you learn from your visitors' keywords and how do you use this information to improve your site?
[edited by: Receptional_Andy at 12:06 am (utc) on May 15, 2008]