|
|
FREE Internet Marketing
Tutorials |
|
Subscribe to Our FREE Newsletter! |
|
|
"Discover
How Thousands of Regular, Everyday People
Are Making $100,000 and MORE Online!"
Now ANYONE can have a
wildly profitable Internet business... even if you're
scared of computers and have NO business experience!
My proven system of
test results, case studies, and strategies will show you
step-by-step...
|
>> |
How you can
easily build a website in a few hours or less --
even if you have ZERO web design experience! |
|
>> |
The
most lucrative, no-brainer product to sell on the Internet
-- how does 100% NET PROFIT sound? |
|
>> |
Little-known secrets to writing
killer salescopy that can
increase your sales by up to 400% (or MORE)! |
|
>> |
How to
score a top ranking in the search engines and get
tons of FREE traffic from the "Big Guys" like Google! |
...
And that's barely scratching the surface!
To
learn how YOU can launch your own Internet business
in as little as 48 hours,
click here now...
|
|
|
|
Search Engine Keywords Selection |
By James Williams
Search engines are the vehicles that
drive potential customers to your
websites. But in order for visitors
to reach their destination - your
website - you need to provide them
with specific and effective signs
that will direct them right to your
site. You do this by creating
carefully chosen keywords.
Think of the right keywords as the
Open Sesame! of the
Internet. Find the exactly right
words or phrases, and
presto! hoards of traffic will be
pulling up to your front
door. But if your keywords are too
general or too
over-used, the possibility of
visitors actually making it
all the way to your site - or of
seeing any real profits
from the visitors that do arrive -
decreases dramatically.
Your keywords serve as the
foundation of your marketing
strategy. If they are not chosen
with great precision, no
matter how aggressive your marketing
campaign may be, the
right people may never get the
chance to find out about it.
So your first step in plotting your
strategy is to gather
and evaluate keywords and phrases.
You probably think you already know
EXACTLY the right words
for your search phrases.
Unfortunately, if you haven't
followed certain specific steps, you
are probably WRONG.
It's hard to be objective when you
are right in the center
of your business network, which is
the reason that you may
not be able to choose the most
efficient keywords from the
inside. You need to be able to think
like your customers.
And since you are a business owner
and not the consumer,
your best bet is to go directly to
the source.
Instead of plunging in and
scribbling down a list of
potential search words and phrases
yourself, ask for words
from as many potential customers as
you can. You will most
likely find out that your
understanding of your business
and your customers' understanding is
significantly
different.
The consumer is an invaluable
resource. You will find the
words you accumulate from them are
words and phrases you
probably never would have considered
from deep inside the
trenches of your business.
Only after you have gathered as many
words and phrases from
outside resources should you add
your own keyword to the
list. Once you have this list in
hand, you are ready for
the next step: evaluation.
The aim of evaluation is to narrow
down your list to a
small number of words and phrases
that will direct the
highest number of quality visitors
to your website. By
"quality visitors" I mean those
consumers who are most
likely to make a purchase rather
than just cruise around
your site and take off for greener
pastures. In evaluating
the effectiveness of keywords, bear
in mind three elements:
popularity, specificity, and
motivation.
Popularity is the easiest to
evaluate because it is an
objective quality. The more popular
your keyword is, the
more likely the chances are that it
will be typed into a
search engine which will then bring
up your URL.
You can now purchase software that
will rate the popularity
of keywords and phrases by giving
words a number rating
based on real search engine
activity. Software such as
WordTracker will even suggest
variations of your words and
phrases. The higher the number this
software assigns to a
given keyword, the more traffic you
can logically expect to
be directed to your site. The only
fallacy with this
concept is the more popular the
keyword is, the greater the
search engine position you will need
to obtain. If you are
down at the bottom of the search
results, the consumer will
probably never scroll down to find
you.
Popularity isn't enough to declare a
keyword a good choice.
You must move on to the next
criteria, which is
specificity. The more specific your
keyword is, the greater
the likelihood that the consumer who
is ready to purchase
your goods or services will find
you.
Let's look at a hypothetical
example. Imagine that you have
obtained popularity rankings for the
keyword "automobile
companies." However, you company
specializes in bodywork
only. The keyword "automobile body
shops" would rank lower
on the popularity scale than
"automobile companies," but it
would nevertheless serve you much
better. Instead of
getting a slew of people interested
in everything from
buying a car to changing their oil
filters, you will get
only those consumers with trashed
front ends or crumpled
fenders being directed to your site.
In other words,
consumers ready to buy your services
are the ones who will
immediately find you. Not only that,
but the greater the
specificity of your keyword is, the
less competition you
will face.
The third factor is consumer
motivation. Once again, this
requires putting yourself inside the
mind of the customer
rather than the seller to figure out
what motivation
prompts a person looking for a
service or product to type
in a particular word or phrase.
Let's look at another
example, such as a consumer who is
searching for a job as
an IT manager in a new city. If you
have to choose between
"Seattle job listings" and "Seattle
IT recruiters" which do
you think will benefit the consumer
more? If you were
looking for this type of specific
job, which keyword would
you type in? The second one, of
course! Using the second
keyword targets people who have
decided on their career,
have the necessary experience, and
are ready to enlist you
as their recruiter, rather than
someone just out of school
who is casually trying to figure out
what to do with his or
her life in between beer parties.
You want to find people
who are ready to act or make a
purchase, and this requires
subtle tinkering of your keywords
until your find the most
specific and directly targeted
phrases to bring the most
motivated traffic to you site.
Once you have chosen your keywords,
your work is not done.
You must continually evaluate
performance across a variety
of search engines, bearing in mind
that times and trends
change, as does popular lingo. You
cannot rely on your log
traffic analysis alone because it
will not tell you how
many of your visitors actually made
a purchase.
Luckily, some new tools have been
invented to help you
judge the effectiveness of your
keywords in individual
search engines. There is now
software available that
analyzes consumer behavior in
relation to consumer traffic.
This allows you to discern which
keywords are bringing you
the most valuable customers.
This is an essential concept:
numbers alone do not make a
good keyword; profits per visitor
do. You need to find
keywords that direct consumers to
your site who actually
buy your product, fill out your
forms, or download your
product. This is the most important
factor in evaluating
the efficacy of a keyword or phrase,
and should be the
sword you wield when discarding and
replacing ineffective
or inefficient keywords with
keywords that bring in better
profits.
Ongoing analysis of tested keywords
is the formula for
search engine success. This may
sound like a lot of work -
and it is! But the amount of
informed effort you put into
your keyword campaign is what will
ultimately generate your
business' rewards.
|
|
|
About the
author
James
Williams is
a retired
bricks and
mortar
retail
executive
who now runs
his own home
based
Internet
business,
publishing
and
marketing
how-to
business
information.
Website:
www.DigitalDollars101.com
Email:
jim2000bizinfo@aol.com
|
|
|
|
|
Have
Our
FREE
Home Business
Newsletter.....
