What do you mean: I'm not using the right keywords in my SEO efforts?

This often happens when a company determines their own key words to use for organic search engine optimization. When you are entrenched in your own business - with your own jargon and an internal perspective on your products and services - it is often difficult to determine the correct key words, search terms and phrases, potential customers might use when looking for a product or service offered by your company.

For example, a plastic surgeon's office might optimize their website for the search term "rhinoplasty"; however, most potential patients for this service will likely search for "nose job" or something similar - they may not even know that the official term for what they are searching for is rhinoplasty.

For small-medium businesses that don't have an internal marketing department (that has the resources and ability to perform in-depth market analysis and customer demograhpics and profiles), an outside firm that specializes in search engine optimization or marketing can help you find the key words and search terms that will produce the best results for your business.