Bottom Feeding. Yum.

Not the most appealing phrase. Well, in keyword buying and marketing, it is one of the areas most neglected. When you think about where you want to be online (SERPs), most businesses think big, and why not? As a large entity with huge funds for marketing, getting a PR of 1 or 3 with a top keyword “computers” or “e-commerce” is obtainable. Expensive, but obtainable. As a smaller business, however, you will have to get creative with those keywords.

Let me set up a model for you on buying keywords (paid results) or writing for keywords (organic results)

Let’s say Jackie is in the computer business. She has spent a hefty amount on getting a site built, a staff of savy employees, piles of great inventory and now she needs to move it online. The marketing funds are limited. Jackie may only have $10,000 for the next five months. Should she have her staff write content or optimize her page’s meta data all focused solely on the word “computer”, “computers” or even “PC computers? Probably not. She should write for the keywords most everyone ignores – write for “computer LCD Monitors” or “ultra-light PC laptops”. There are 100’s of bottom-of-the-barrel keywords. Go out and get a really good keyword aggregator like DigitalPoint.com or visit Wordtracker.com and compare.

These keywords with very few hits a day will also be very cheap to bid on via GoogleAdwords and be easy to SEO for. You can get 5-10 keywords for every huge keyword buy. This way you expand your net and just let it sink deep. Go for the bottom. You will pull more fish in this way. Build yourself up from the bottom. Later you can go for the Marlin!