I'm inventing a whatchamacallit device that will enable me to run in circles, cut a chicken, and light up a lamp... or not. But what happens if you were enlisted to help someone optimize a website that performs activities that you never heard of or never meant to combine? A Cre8asite Forums member is running into this issue. SEOigloo says that she has been contacted by a company that wants her to optimize for a product that nobody will ever think to search for. How does one accomplish this task?
This is hard to say, really. If someone isn't going to search, perhaps search engine optimization is not the ideal approach for awareness. Instead, it may be better to consider social media marketing. Perhaps better, blogger outreach in relevant areas may be most beneficial for the product.
You can still leverage search engine optimization, however. Michael Martinez says that in terms of optimization techniques, you are the one who is able to "build a new query space." He explains:
You choose what the relevant keywords will be for the space, then optimize the site for those keywords. When the site ranks for the keywords, you start a branding campaign to teach people to search for those keywords.
The bottom line is that you can still utilize basic SEO tactics -- sure, you may have to be creative in terms of what keywords and queries you'll optimize for, but it's going to work after the initial investment. Additionally, social media marketing may be fruitful as well depending on the product and buzz.
Forum discussion continues at Cre8asite Forums.
This post was pre-written and scheduled for publication on October 22, 2008.