There is no end to the nuances of SEM.  Take Stop Flat.  I have been involved with the bicycle flat tire industry for over 30 years.  The first website I helped create in 1994 was to promote a tire liner that stops puncture flats.  Fast forward a couple or three decades, and one of our clients is a manufacturer of RhinoDillos Tire Liners which you can learn all about at http://www.RhinoDillos.com or his main website at http://www.CleanMotionBike.com.  They are by far the best at stopping flat tires on bicycles, and lab tests prove it. However, back to the main story.

RhinoDillos Tire Liners act like a protective belt between tire and tube

In my years of working on this category as a marketer, I would have thought that bicycle flats, stop stop flat tire, prevent bicycle flats, or how to stop flats would all be great key words.  But as I did a new round of preliminary research, much to my surprise, stop flats seemed to be the winner.  Then off to the keywords tool.  Take off the “s.”  Stop Flat gets over twice as many hits as stop flats.

This should provide you with a word to the wise.  You don’t know what your critical keywords are.  You can be in the industry all of your life and even be an online marketing guru.  That might give you a leg up on guessing, but it ain’t knowing!

Have you ever had a similar experience?  I’d love to hear about it so I’ll feel better.

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