SEO Best Practices
1.3 Generic Search Keyword Phrases
In the world of brick and mortar marketing, branding was the key to success. Making a product brand stand out above the rest involved many facets. From naming the product, packaging, brand advertising, shelf positioning, and so on. There has to be a paradigm shift. In the world of the internet, people start from a Search Engine and use generic phrases. Ranking for keyword phrases is the goal in Search Engine based marketing. Branding still plays a role tying traditional marketing and search results in as far as recognition is concerned. But first, the page containing the product must be found in the search results.
The important part of this step is to translate business goals into generic keyword phrases. The question is always, "what phrase would people use to find my product or service?" To assist in identifying keywords use the Google Adwords Keyword Tool: