With SEM – search engine marketing – one of the keys is to find out what your customers want. Not only that, but what information they are searching for.

One option is to concentrate on keyword searches:

Use the Google external keyword tool. To find this tool, go to the Google search page and search for the term “Google external keyword tool”. It is free and open for anyone to use. Once you have accessed the tool, type in one of the main keywords for your product or service. In the results area look for the “long tail” results. These are 3 to 5 word phrases used by persons searching.

Once you have identified the phrases consisting of 3 or more words, create an information page on your site that has on of these phrases in the title – address the information that the user is looking for in the page.

Even better for SEM purposes is that you create an article around this phrase or phrases. Then spin the article to get a few variations. Submit the original article to high ranking article directories and use one of the variations as the information page on your site – using the phrase as the page title.

Yes, it takes time, but gives a very good return on investment.

Leon