Circuit Circuit – Keyword Research Upverter Style

You may be wondering what circuit circuit has to do with both Upverter and SEO. Well, let me tell you.  When I was doing research into the keywords that Upverter should target when launching both our product and our on-line community. I looked at terms like circuit design and PCB layout, and found that a limited number of people actually search for those terms.
That is not such a bad thing for us, it turns out there are some very pointed terms that we found that we can rank well on – just not the ones you would expect. But none of that is very interesting, it was really just a task of running through hundreds of combinations of words that are related to the hardware field, specifically open source hardware (OSHW) = boring. But when doing this I came across an anomaly in the data.

A large number of people are searching for circuit circuit. Really? I was curious to learn what on earth the people that search for circuit circuit could possibly be looking for, so I added one to the millions of monthly global searches to find that even Google doesn’t know. On the first result page in Google is the following:

  • 1 electronics store
  • 1 story about a migrant family
  • Google news related to the stock market
  • 3 US Circuit Court pages
  • 2 electrical circuit pages
  • 1 car racing page
  • 1 page about film

So what do I do with this new found pot of search gold? Nothing. With search results like that we might be able to get to the top of the Google ranks, but the question quickly becomes why bother? There lies the most important question when selecting a set of keywords for your site. For us it’s not just about getting people to look at our site, but about conversions, getting people to join the community, ask questions, answer questions and most importantly, use the great design tool that we are making.

None of these goals can be achieved by optimizing for circuit circuit (other than my personal satisfaction in winning). There might be 10X the search volume, but it really doesn’t matter if the conversion rate is crap. There are a lot of things that go into setting up a site for success, and one of them is getting the right keywords to focus your energy on.

In my experience, the right keywords are not always the ones with the most monthly searches. I think this is something that a lot of people overlook when they are researching and selecting a set of keywords for their site.  I am not going to make that same mistake.  I am going to go for quality and breadth over sheer quantity.  How are we going to do that you ask? Well, we are going to start by asking real people, our potential users, our customers what they would actually search for.

I know, I know, this is a novel idea, but I think we should give it a try – no matter how scary customers might seem.  Then we are going to pour a couple hundred dollars into some Ad-words with the different combinations of keywords that we come up with, thanks to all the great people we talked with.  And finally, we are going to measure the results, figure out what our conversion rates are, and do some good old fashioned math to get the optimal result … OK well a better set of results. This method is far from fool proof, but it is a plan! That is the plan as we move forward, and it is not a complex one, but I think that it is going to be effective! And Zak will be happy to hear that this will be my last attempt to climb the Google ranks for my new favorite search term circuit circuit.

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