Marketing Less Popular Keyword Phrases

In the prior post, we talked about picking out more unique, less broad phrases to wrap your internet marketing around. Remember that Google likes to match people's exact search query with an exact match or as close as possible. So the bots, spiders and crawlers that index your website must see those terms that you are targeting so that when a search is initiated by a user, Google knows right where to go to get the answer for them. Writing good copy includes the ability to include the targeted phrases and words in your copy while providing an excellent user experience. Focusing too much on fitting the targeted, searchable phrases in the body might result in a confusing or amateurish looking website which may result in a high bounce rate (they come in an leave right away without ever doing anything). Never take you eye off the "user experience" ball.

For example. Here is a way that copy migh appear in a golf web site.

"Bob's Golf Clubs has your below par round on their racks. Bob's provides a full line of golf equipment to golfers of every ability to lower their score plus all the accessories to look good and to feel good. Check out Bob's on line inventory and see how to lower your score or just look good too!"

Or it could appear like this with targeted keyword phrases:

Bob's on line discount store specializes in ADVANCED GOLF DRIVER TECHNOLOGY, game improvement 54 DEGREE SAND WEDGES and SPECIALTY STAINLESS STEEL WEDGES. Bob's has an on line GOLF DRIVER FITTING SYSTEM to assure proper fitment of the club. Imagine yourself coming down the 18th fairway at Pebble Beach two under par with a 2008 SET OF STAINLESS STEEL SPECIALTY WEDGES. Check out Bob's inventory for DISCOUNT GOLF CLUBS FOR SALE.

I would not target or optimize for all of the capitalized phrases, but would focus on those that fit into my marketing strategy. Both "54 degree sand wedges" and "discount golf clubs for sale" have a smaller number of search queries than "discount golf clubs" or "sand wedges" so they might fit. Putting the other less common phrases like "specialty stainless steel wedges"  and "Golf driver fitting system" might draw some additional traffic from very specific keyword searches. All might have higher conversion rates.

There's a reason marketing agencies employee copywriters. They know good copy draws people in and makes them more likely to buy. A little thought and creativity can make your existing traffic more likely to buy AND can deliver new traffic

Tried any of this? Had some success?