Keyword Coverage or Product Categories? The Google Paradigm

Print technology is based on product categories that users have to search to try to figure out what the publisher thinks are the most common terms to describe a specific industry. The company then has to decide how much to spend on each product category.

Google-empowered Web technology, on the other hand, enables the buyer to search any term and immediately find relevant results. It allows one web page to be found for thousands of different related keywords searches. This paradigm shift of giving the power of search to the user is being realized more and more by companies. In the past, industries were defined by several product categories. Today, these same industries are defined in thousands of ways.

The strategy of finding today’s buyers is to make sure your company can be found on Google under these thousands of keywords that define your industry. Are you playing Roulette with your advertising dollars?

Google Technology in Action 

Which Product Categories Would Your Potential Buyer Choose?

A search on ThomasNet® for “extruded plastics” has 417 product headings found (here are the first 10). The company then has to decide which ones to buy.