We all know that keyword optimisation takes a LOT of time to do and that it's a real pain to research each and every domain, find the right keyword and apply it to the domain.

Not only that, some smart advertiser then decides to trash all our hard work by changing the keyword that they advertise on which leaves our domain high and dry on a pathetic EPC (Earnings Per Click) with a declining CTR (Click Through Rate). What a nerve some advertisers have and what a waste of work!

So is keyword optimisation worth it? Absolutely! Is it hard, hard work, yep. We've had highly skilled optimisers working on our domains for years and recently on some clients domains for Park Logic as it's been moving out of beta-testing. Give me a yell if your interested in testing it (shamelss plug!).

First, a few general points about keyword optimisation. I know that some parking companies offer optimisation services for domainers and personally we don't and won't use any of them. We were never prepared to place our revenue stream in the hands of a part-time university student who may leave the firm in the next couple of weeks and trash our revenue line in the process. Hey, they got paid :-)

With this in mind we came to the conclusion that we had to invest in developing a team of optimisers which, "go where no automated system ever goes". They dig out that special keyword for a particular domain which can then potentially increase the revenue line of a domain by hundreds of percent.

It's pretty hard work developing a team, keeping them enthusiastic and ensuring that they are of the right temperment and meticulous attitude that we do. It also brings a lot of additional costs to the business and stresses which due to life style choices many domainers would rather not make. We are VERY particular about new optimisers joining the team and go to great lengths to ensure that they are suited to the task as they have our revenue line (and now clients revenue) in their hands!

OK, so you have some great people, the next step is to develop systems that allow them to work and create a history of the learning that they've uncovered. I'll cover some of these in part 2.

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