SEO for extremely specific topic
- SEO |
Hello, everyone!
I'm a senior in college writing my thesis on Search Engine Optimization and Search Engine Marketing. The subject intrigues me and is something I'd definitely like to pursue in the future, but as you can clearly see from this post, I'm a complete rookie. I've studied the theory for months, written my paper, and now it's time for the practical application, which is on a whole different level, as you well know.
My professor wants me to apply everything I've learned to a website related to a european organization, and herein lies the problem: the subject is very specific, which would normally be a good thing, I suppose, but it's not the sort of subject one would just randomly google. You have to know what you're looking for to even have an idea of what the organization deals with, and what's worse, the organization has chosen to use a different term to market itself than the one most commonly used.
To give you an idea of what I mean without going into specifics, think of a website trying to rank for 'fertilizers' and choosing to use the keyword 'soil conditioner' instead. It's not a perfect analogy, since the subject itself is already a bit obscure, but it's the best I can think of. Suggesting they switch to the more common term is not an option, seeing as the project name they've been using for years refers to the other term.
What I wanted to ask you guys was whether it's even my place to try to get them general awareness, instead of just focusing on getting them ranked for their own specific term. The latter won't be particularly hard, seeing as they already rank 6th with minimal effort and a completely unoptimized website. But I wanted to do a good job and just making a list of every place they should put their keywords, how to tag their pictures etc seems like a cop-out.
I've thought of two things so far:
1) Helping them spread the new term by using the more known term as a secondary keyword. Would that even work, or would it instead damage their chances by reducing their visibility for both terms?
2) Going with their own term for keywords and making a plan for a Social Media strategy to raise awareness and get their aims (and more importantly their name) known to the public.
Any suggestions would be greatly appreciated.
I'm a senior in college writing my thesis on Search Engine Optimization and Search Engine Marketing. The subject intrigues me and is something I'd definitely like to pursue in the future, but as you can clearly see from this post, I'm a complete rookie. I've studied the theory for months, written my paper, and now it's time for the practical application, which is on a whole different level, as you well know.
My professor wants me to apply everything I've learned to a website related to a european organization, and herein lies the problem: the subject is very specific, which would normally be a good thing, I suppose, but it's not the sort of subject one would just randomly google. You have to know what you're looking for to even have an idea of what the organization deals with, and what's worse, the organization has chosen to use a different term to market itself than the one most commonly used.
To give you an idea of what I mean without going into specifics, think of a website trying to rank for 'fertilizers' and choosing to use the keyword 'soil conditioner' instead. It's not a perfect analogy, since the subject itself is already a bit obscure, but it's the best I can think of. Suggesting they switch to the more common term is not an option, seeing as the project name they've been using for years refers to the other term.
What I wanted to ask you guys was whether it's even my place to try to get them general awareness, instead of just focusing on getting them ranked for their own specific term. The latter won't be particularly hard, seeing as they already rank 6th with minimal effort and a completely unoptimized website. But I wanted to do a good job and just making a list of every place they should put their keywords, how to tag their pictures etc seems like a cop-out.
I've thought of two things so far:
1) Helping them spread the new term by using the more known term as a secondary keyword. Would that even work, or would it instead damage their chances by reducing their visibility for both terms?
2) Going with their own term for keywords and making a plan for a Social Media strategy to raise awareness and get their aims (and more importantly their name) known to the public.
Any suggestions would be greatly appreciated.
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