Scottie Claiborne of Right Click Web shares words of wisdom on the subject of common keyword traps in the latest issue of High Rankings Advisor And big huzzahs to Scottie for her new venture with the Karcher Group! The biggest trap is to believe that the broad general term with the big search pocket is the one you want. Metrics and analyzing what visitors actually do on your site can tell you volumes. If you watch your log files you'll quickly learn that those who come on a broad general term are not buyers. Research into website visitor behavior clearly shows that it's the visitor who came on a long specific term that converts. Yes, those specific terms have less people searching them. But they convert. Using a metrics program like Click Tracks you can tag visitors on different search terms and then follow them through the site and see who goes where and clicks on what content. And it becomes abundantly clear that the visitor you want is the one who comes on a specific key phrase. Finding the right key phrase will create leads and sales. | 
