A primary seo concept is the development of a keyword strategy designed for ranking and click-through. Rank gets the page seen, click-through makes a sale. Both are perhaps the two driving elements behind seo marketing. There are, of course, many other elements designed to accomplish these two tasks but when it comes right down to it, they are the two that matter.

Tapping a “behavior”

Going about word selection involves many different aspects of both search engine algorithm design and human behavior. A search engine may not have a “behavior” per say, but it will respond to the parameters it has been given - given by its human programmers and managers. In either event, the words that are used for keywords need to affect the searcher into action. By seeing the particular word or words the searcher/search engine has a response. In the instance of a person it will be a biological reaction generally begun by an emotion. In the search engines instance, a reaction is generated from the matching of words or like-words from its algorithm. The choice of words is the key element toward accomplishing the sites end-goals, or the sale of a product or piece of information. What is important to remember, is that the sale portion of the task is an action. The keywords or phrases then, need to be oriented toward creating an emotion that requires action to satisfy that emotion.  Action words are the solution and can be used, not only to elicit a response toward click-through but obtain a higher page rank as searchers are drawn to click by the action words.

Tapping an emotion

Going about developing a keyword strategy should be begun by recognizing that there are several advantages on your side right from the start. The largest, in this regard, is that the searcher wants to know about the product or information you are pushing. You are already in a position of advantage. The second advantage is that the emotion of “want” is quite a bit different and more powerful then the emotion of “need” so elevating the former into action is the key. You “need” food but you “want” good tasting healthy food. In a comparison of the two, “bight into a juicy red apple” might work better to elicit an initial click quicker and in a larger numbers then “juicy red apples” as a keyword phrase. Both play on a good tasting apple but one also plays upon a personal action that can only be satisfied through clicking on and buying the apple. In a sense, “juicy red apples” stops the mind, “bight into a juicy red apple” a continuation of a thought toward satisfaction.

Tapping the action to succeed

If an overriding concept were to be attached to this use of active wording it would lean toward a physics analogy of getting a body into motion and stopping it. Once you have got a customer moving toward your site it is easier to keep them moving through it then using words that tend to stop them. Empty words allow the customer a reason to stop and leave. Active wording allows and asks the searcher turned customer to continue on toward conversion and a pleasant experience with your product or information. But above all else, remember to use the most important active phrase by asking for the sale.