1. Compiling a keyphrase list: Usually, companies are sure that they already know their ideal keyphrases. Often, they are wrong. This is typically because it is very hard to separate oneself from a business and look at it from perspective of a potential customer (rather than an insider). Compiling a keyphrase list should not be, despite common practice, a strictly internal process. Rather, it is best to ask everyone outside of your company for their input, especially your customers. People are often very surprised at keyphrase suggestions they get- and sometimes dismayed to realize that an average customer doesn’t speak same language that they do. Only after you have put together a list of likely phrases from external sources do you add your own. As a last step, try to add variations, plurals, and derivatives of phrases on your list.

2. Evaluating keyphrases: Once you have compiled a master keyphrase list, it is time to evaluate each phrase to hone your list down to those most likely to bring you highest amount of quality traffic. Although many individuals will base their assessment of keyphrase value based only on popularity figures, there are really three vitally important aspects of each phrase to consider.

Popularity By far easiest of three to judge is popularity, since it is not subjective. Software like WordTracker gives popularity figures of search phrases based upon actual search engine activity (it also gives additional keyphrase suggestions and variations). Such software allows you to assign a concrete popularity number to each phrase to use when comparing them. Obviously, higher number, more traffic that can be expected (assuming you are able to obtain good search engine positions). However, this number alone is not good enough reason to pursue any particular keyphrase, although too often keyphrase analysis stops here.

I was at one of those big show events and walked past a demonstration booth. I even knew it was coming. About 50% of people walking out were carrying two bright yellow cylinder-things.

As we walked toward convention center, I told Tim (my other half), "There's one of those guys with a microphone in there, doing a demonstration. He gets people so excited they think they have to buy those things. They over-pay then never use them." I said this a bit smugly. I know of such things, so I wouldn't succumb.

Yeah, right. This guy was good. So good, I came away with five ideas for increasing sales from impulse purchases. Next time you evaluate short-term sales and marketing strategies, think about and apply these five impulse purchase lessons...

Impulse Purchase Lesson 1: Demonstrate an impressive, relevant feature.

If product is chocolate, sold at a retail checkout stand, you have no need for this one. Human nature takes over. When you are selling unrecognizable cylinder things, people need some encouragement.

You would never know it to look at them, but these things were super absorbent shammies. They can suck 8 - 10 ounces of soda out of your carpet in nothing flat AND it makes for an impressive demonstration. When demonstrator mentioned they could dry a sweater in three hours, I was hooked. Never mind we have about two spills a year in my house and I don't own any "lay flat to dry" sweaters.

This ability to get people to "live in moment" is one key to a successful impulse purchase demonstration. The salesperson has a lot to do with it, of course. Repetition of an incredible, attractive feature, however, is key as well.

Think of any infomercial or "Billy Mays" product. There is always an "AMAZING!" feature - cooks in minutes, instantly removes stains, easily pulls dings from your car, etc.

2: Try to "time it right".

Quite coincidentally, one of those semiannual spills in my house happened day before I bumped into yellow cylinder guy. I was thinking "If I'd had these yesterday, right now we wouldn't have books stacked in middle of living room floor." Quite by accident, he had related to something that was top-of-mind for me.

Fortunately, you do not have to rely on coincidence. At any one time, there are usually six or eight generally popular "themes" you could tie into. Better yet, your target audience is likely to have it's own unique interests.