Finding the Right Keyword

Inc.com SEM Article

[agerhart]

Marketing via search engines like Yahoo and Google isn't as easy or cheap as it used to be. But it's still a great way to get the word out, if you're smart about it.

You might call Mark Kini a victim of his own success. The general manager of Boston Chauffeur was looking for a cheaper, more effective way to market his 18-person limousine service. So about a year ago, he began purchasing keywords and placement on search engines like Google and Yahoo. Anyone who typed a phrase like "Boston limo service" into the search field would get, along with the results, a clickable ad for Kini's business. The tactic delivered, helping Kini snag major clients like Pfizer and ExxonMobil. "Search is a great tool," Kini says. "How else could a Fortune 500 company find me?"

Full Article [inc.com]

[lorax]

Good read. I took a look at a few of the websites cited - there's a good reason they're paying for keywords.

[2_much]

I have a cute story related to this. We rescued a pit bull a few months ago, and as hard as we tried to find him a home locally, it just wasn't happening.

Finally, I decided to build him a quick site and to pay for adwords. We started by having only local keywords but we were getting 1 click every few days. So I choose to go "global" and paid for words like pitbull, pit bull. A few days later we got a call from someone in New Hampshire, they really loved the dog. We flew him over and within 2 weeks the dog was settled into his new home - a 160 acre ranch with pretty cool new parents.

Things like this remind me of why I do what I do.

[midwestguy]

2_much,

Yeah! What a great story. And a great point that there are many ways we can use our skills for good that's well taken.

Thank you very, very much for your kindness,

Midwestguy

<added after sharing this story with my wife>
She advises all who would do likewise to please check the people who want the dog out, lest one send a dog to someone who would sell it to an animal testing laboratory or dog fighting ring. Sad, but something for good hearted folks to keep an eye peeled for in this world.

And thanks again, 2_much!
</added after sharing this story with my wife>

[edited by: midwestguy at 3:25 am (utc) on Oct. 22, 2003]

[Mark_A]

Great story on the dog 2_much, I nearly did the same for a neighbours horse :-)

that article turns my hair a bit, partly because its such common sense but also because its jammed with new jargon words of its own ....

e.g: "Invest in Analytics"

What will "analysis" not do anymore?

I dont think inventing words which others dont use will mean that you will be found by people for them :-)