Web site optimization is important.  But, if no one is looking for what you’re site is optimized for, then what is the value?  You may be number one in rubber ducky photography, but how do you know there is demand via the web?

What is the world searching for?

Google has a great tool called insights for search. 

The power of this tool is incredible if you look beyond the surface of basic search results.  If you are a wedding photographer in Ohio you would input the word “photographer” in the search term box.  The graph will show you the all important trend on the search term “photographer.” 

Currently, the trend for photographer looks stable across the country for the years 2006 – 2008, although a little on the low side.  New York, California and Montana seem to have received the top searches requests. Montana?

If you look deeper into your own Ohio back yard you will notice the trend is about the same and the hot spots are Hamilton and Athens.  But what about wedding photography specifically? If you select the listing, or input the term wedding photographer, the graph will change to suggest that Cincinnati is the place to be for wedding photography.  You can also compare terms such as “wedding photographer”, “portrait photographer” and “rubber ducky photographer”. 

A photographer can compare search results and trends.  Questions should be asked, such as: Is it better to target your SEO for “Cincinnati photographer” or “Ohio photographer”? What areas of photography are receiving the most requests?  What does it mean when more searches are performed for wedding photographers in Kentucky than Ohio?

Statistics are important, but don’t over-analyze them.  Follow the trends, test your theories, make it alright to be wrong and use the information to grow your business.

Rosh