You’re looking for more information about that show you saw advertised on TV, you don’t remember the name but you remember a couple of words you heard.  How do you find out what it was?

If you’re like most people, you’ll open a browser and open a search engine’s site then you’ll go to the text field and enter whatever you can remember about the show – here are the things you remember: Michael, Paper, and Pam.  So you type that into Google and the first result is:

The best dundies ever (The Office) Pam/Jim, Michael/Whole Office …
Say you’re a small, semi-obscure paper-supply firm, under siege from the big boys: Staples

It seems you’ve found it.  The Office.
(Which happens to be a great show!)

To help enforce that you’ve found the right show the rest of the 10 top returned results are all related to this show.  That’s effective use of key words in advertising and on websites.

But which keywords should you use for your company?

Think about your company and write down 25 words that describe your business, products, and services.  Then have three other people do the same thing. That should give you a good idea of the words people think of when they think of your company.

Now incorporate those words and phrases into your content, but make your text conversational and natural.  People type into search engines the words that they would speak.