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Going Online with your Already Successful Small Business Product

Going Online with your Already Successful Small Business Product

by Rick Hendershot, Linknet Marketing Resource Library

Internet marketing gurus often talk as though you have carte blanche when it comes to choosing your product. "Choose something you feel passionate about" is the usual mantra of web marketers — as if you could just choose any old product, as long as it scores well in their analysis tools.

But what if you already have a successful offline business? What if you already sell "hydraulic grommet installation machines" — in fact, you've been doing it for years? The die is cast, right? Your keywords are predetermined. It's "hydraulic grommet installation" or bust!

Well, not quite. There's still a good chance you can find some keywords that will get you some traffic. You just have to work at it. They may be keywords that put you into a broader product category — grommets, fasteners, etc.. Or they may be keywords that put you into a larger industry — fastening machines, hydraulic product equipment, etc.

Fortunately keyword analysis tools like Wordtracker and Site Build It! can do this for you too. If you're already selling a specific product -- no matter how obscure -- then obviously there's a market for it. You just have to figure out how to get at it using the web.

Advice for "over-searched" keywords

What if you have the opposite problem? What if your keywords draw lots of searches, but you can't get good placement in Google and the other Search Engines because the category is dominated (for whatever reason) by other sites?

For example, take the keywords I often use as examples (because our company sells them): "trade show displays". Several months after I created optimized pages for this keyword, I still couldn't get good ranking in Google. In fact I hadn't achieved ANY ranking for this keyword. Same thing for another of my most important keywords: "vinyl banners". Our site wasn't even on the Google radar screen for either of these keywords.

But surprisingly we were scoring very well for a number of our secondary keywords. For instance, for "popup displays" we had two pages in the top 10 in Google. And for "custom vinyl banners" we had one page in the top 10, and another in #13 position.

The conclusion is that it is usually good to think of a few important "secondary" variations on your main keywords, and sprinkle them liberally throughout your pages. You may just be surprised how effective this can be.

The Linknet Network is a library of resource materials spread across many websites and blogs. You can place your link text on multiple pages, in articles and in blog posts. For the most current Linknet Promotions products see Linknet Promotions.

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