I recently spoke to someone who operates a website that sells 
motorcycle parts and asked her how good her search engine ranking 
is. She told me that search engine ranking is not a concern for 
her because she operates a very niche market and that those who 
are actively seeking the parts that she sells “know where to 
look”. She seems quite content with the number of visitors that 
she is getting to her site and the amount of sales that she is 
making each month. I attempted to explain to her that she could 
dramatically improve her website ranking and thus her sales if 
she were to employ some keyword optimized articles, like those we 
create for our clients, to improve her search engine ranking 
results. She did not seem to care about this and did not want to 
spend any money on getting keyword articles to improve her search 
engine ranking because again, those that are seeking what she 
sells “know where to look.”

If the above true story sounds like a conversation that you might 
have with a person like myself, then there are a number of things 
that you need to reconsider. Let’s review my conversation 
mentioned above to show the importance of search engine rankings. 

First of all, she is convinced that the people seeking her 
product can find her website. This may be true if the customer 
spends a great deal of time surfing through multiple sites and 
has a monumental amount of patience. It is true that word of 
mouth probably does send her the majority of her customer base 
and this is fine if she does not want any more customers. Her 
search engine ranking is so far down on the list that for all 
practical purposes, her website does not exist to those who type, 
“motorcycle parts” into google or yahoo. I encouraged her to 
think about the lack of patience that she has when searching for 
things on the Internet and how that transfers to those searching 
for her products. I am just as guilty as anyone in this, if I am 
searching for something on the Internet, I will likely stop 
reading the 400,000 results after about the first 20-30 websites. 
If the item I am looking for is not in those first 20-30 results, 
I will most often type in a different search phrase such as 
“motorcycle accessories” vs. “motorcycle parts”. This concept was 
lost on her as well. 

This is another area where keyword articles come into play to 
improve search engine rankings. What EXACTLY does a person type 
into the search engines when looking for her motorcycle parts? 
One person will type in “motorcycle parts” while another types in 
“motorcycle accessories” and a third person may type in 
“motorbike parts” and a fourth types in “motorbike accessories”. 
A fifth person might even type in “motorcycle carburetors”, with 
or without the “s” on the end of “carburetor.” Basically, there 
needs to be an article for each of these five terms to help 
direct search engine traffic to her site so that no matter what 
the potential customer types into the search engine, they are 
directed to her website. This concept was lost on her too. 

The third idea that she did not consider was the basic financial 
concept of return on investment (ROI). Return on investment 
simply means that if you spend $100 on marketing and as a result 
of this investment, you increase profits by $1,000 then you would 
have a 900% ROI. This percentage is calculated after subtracting 
the initial $100 spent on the marketing campaign, then dividing 
the remnant by the $100 invested, and finally multiplying your 
result by 100 to get your ROI value. 

   {ROI = [(Payback - Investment)/Investment)]*100}

So, would you like to make $900 by spending $100? I would. The 
woman that I spoke to failed to realize the potential return on 
her investment, because she did not want to invest her cash on 
hand into the future of her business. Most successful website 
operators have realized the importance of marketing and search 
engine rankings. They know that they need to be listed in the top 
20-30 results if they want to get the clicks, and they know that 
keyword optimized articles help them to achieve these high 
rankings. 

Decide where you want your website to be located in the search 
engine rankings. Do you want to make “some” money like the woman 
in my true story? Or, do you want to dramatically exceed your 
current profit margins by increasing your website traffic? Just 
as it was with her, it is up to you to decide if you want to make 
ends meet with your online business or if you want to really make 
some money by investing in your marketing.  

Matthew Rotterman is a writer and editor at: KeywordText.com.
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