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Search
Engine Keywords Selection
(C) Michael Rasmussen
All Rights Reserved
http://www.search-engines-revealed.com
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.
Michael Rasmussen is a successful Internet Marketing Consultant and author
of many top-selling eBooks. Michael has been marketing online since the
early days and he knows what it takes to make money and succeed online.
Stop by his Web site and subscribe to his Free monthly newsletter full
strategies and techniques for successful web site promotions that can help
YOU!
Go to http://www.search-engines-revealed.com |
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