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E-Marketing Performance Blog

Be Creative In Your Keyword Merger

What do you do when you have to incorporate too many keywords in too little copy or you have a group of keywords that don’t easily fit into the existing web page? Besides the obvious solution of creating more copy to accommodate these situations, use your right brain to help you out here.

What do you do when you have key phrases that are personal in nature i.e. “make my writing better” as a core term? You could use it as a headline to spark your readers curiosity, but at times that may be an awkward act to follow. The most simple way to do this is to use customer quotes or testimonials.

“I took the course hoping to make my writing better and now I’ve published four short stories this month!”

Make it a little more believable than this, but you get my drift. This method can also be read like an aside, commonly used in Shakespeare’s plays to inform the crowd. The quote should read as if the visitor is talking out loud or overhearing someone else’s conversation. However, if you are using the key phrase in a testimonial, get permission to make your changes from the original author of the testimonial.

Another clever way to incorporate those tricky, personal key phrases is to point out that the visitor probably never thought they would be looking for that specific key phrase.

Now that you’ve finished grad school, you never thought you’d enter “make my writing better” in the search field of Google.

A secondary gain to this structure is that you are now speaking directly to the visitor. You’ve made direct contact and can keep your visitors attention by speaking in the present tense and second person.

You don’t have to ignore high-traffic, personal keyphrases because you can’t work them into the copy. You just have to be a little creative.

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

2 Responses to Be Creative In Your Keyword Merger

  1. That’s interesting. What are your thoughts on testimonial placement? I keep them in pretty small font sizes in the right hand nav bar of my business blog, mostly because the main space is taken up with posts. In a context like that – i.e., on a page with a blog front-end rather than a fixed landing page or sales letter – do you think that’s a good strategy, or would a separate page of testimonials be better? ~B

  2. Katie Cummings says:

    Hi Bill,
    I think you should have both testimonials in the nav bar and a link to a testimonials page. Having them on the page is great for instant gratification for those readers who want to see what other think, but don’t want to search your site to find out. But there is a whole school of people who will want to see more. So give them a page of sparkling reviews to go through.