Keywords first PPC for immediate results, like next week SEO for long term results and to build your online asset
Keywords are the blue-prints from which all your marketing efforts are built upon. Keyword research tools provide valuable insight into what words people are searching on the major search engines. They are the first step to creating a thorough and well-planned keyword research process. Tools don’t tell you the intent of each search phrase but with a bit of analysis this information can be worked out. Let's have a look at how people search so we can better understand how to segment and organize your keywords into an effective optimization campaign.
How People Search. Search trends have changed over the years & in the beginning most searchers just used one word queries. They soon realized that you could get better results when you provide a search engine a bit more information. The more accurate your search term is the more accurate you find the search engine results. Studies have shown that four and five-word phrases often return a better result than one and two word phrases as the searcher is more likely to get results that meet their needs. Longer phrases increase keyword combinations which results in far less searches and can make optimization difficult. So instead of optimizing for one general phrase you have to optimize for five very specific phrases and this is known as long-tail of keywords These longer phrases have far less competition, are easier to get ranked, but also produce lower traffic volumes. A good keyword strategy is to target both long tail and short tail phrases simultaneously.
Keyword buying cycle Users have different needs and want to achieve different goals when they begin their search process. Every search starts with an interest and searches generally use broad keywords were one or two words per phrase as the user moves through other stage as gathering information, researching information, discarding information, and then getting on to purchasing. Most searchers go through this process unintentionally but may learn how to switch more accurately as they go through the stages. Most people want to be ranked for the interest level searches because that is where most of the traffic is. This can be a mistake as services would use this information before going to other websites. But on the other hand these broad searchers help you build your online bread and introduce you to people who did not know about your product or service initially.
Keyword research helps you understand. As the search goes through the buying cycle you can begin to learn from the keywords that they used to search. This information can really help you in determining how to develop the content and direction of your website. Target audience Once you know more about your target audience you will be in a better position to meet their needs. Keywords that business professional users will often be different than the ones that students and hobbyists use. Both will use keywords that appear to be relevant on what you're offering but not all of them have the same intent or are delivered to the same webpage. Areas of interest Keywords can tell you what is important to your target audience. In all a looking for quick query or are they looking for more detail. Needs to be met. In the end your keywords can tell you what needs the searcher is looking to have met. Hobbyists may look for a strategy in tackling the next project and a business professional may be looking for like-minded individuals within a community. Unlike in the chart, keyword research isn't always a linear process. These often an overlap in many times in the search process one goes back and repeat searchers using new information that they have on hand. It shows that I'm going to at research can help you maintain accuracy so that your website adapts as the needs of your visitors change.
Keyword research takes time. The process starts with researching and getting ideas as to what people are searching for. Then one would analyse this information to identify what is useful and can be used in the Web content plan. We would discard any keywords that are not relevant to our product or services. Once again we would evaluate each keyword phrase to see how best to provide information for the searcher so that their needs are met. Finally, we would document all of these keywords and sort them into niches so that we can get a good content flow within our website.
Brainstorming keywords. The best way to start brainstorming keywords in the keyword research process is to start with a clean sheet of paper. Brainstorming allows you to get a list of keywords with out being biased. It doesn't mean that we just think Raises although they can be part of it. Good brainstorming begins with asking questions that can help lead to the answers. Many times those answers will be the keywords that you would use. Think of what questions are relevant for you but don't try to answer them, that can be done later. Once you have compiled a good list of questions mean you can research and find the answers that are needed. These keywords can then be used in online tools to look for related phrases.
Find Core Terms. It is not uncommon to get a list of hundreds of keyword phrases during the brainstorming and research process. A court term as a keyword phrase that is boiled down to the essentials. It is specific and can produce a relevant result is broad enough to cover a wide range of targeted phrases. A good term generally consists of 2 to 3 keywords. Occasionally a core term can be a single word that is when there is no room for an alternate interpretation. For example the word bag could mean anything from a garbage bag to a sleeping bag or even they travel bag. In this example you need a qualifier in order to be relevant to what the searcher was looking for. If the keyword is not relevant and then it is not a core term. Your website pages should each focus on a single core term and you may find that you may need many pages on your site that can target single core terms. You'll find that there are many different search terms that are used in different industries in many towns we don't realise the way searchers think about our products and services. By understanding these different options in advance can make a big difference in the direction that you go with your optimisation campaigns
Core term site mapping Before you start doing deeper research for specific phrases you would want to map your core terms with the different sections of your website. When assigning core terms to a page you must ensure that it is 100% appropriate and that the content can be easily adapted to fit the core keyword phrase. It is best to prioritise your core terms before assigning pages to them. You can work out these terms based on which ones bring in your targeted audience and produce the sales you're looking for. It is best to focus on your main core terms in your optimisation before targeting the secondary terms. Once you have allocated a sore term to a webpage. You can begin to perform broad and quick optimisation of your website. Take one page at a time, optimise the title tags, meta description tag and headings. You can even add a bit of content. Don't spend too much time on each page as you can go into more in-depth optimisation later once you have more keywords to work with
Core term qualifiers. Optimising your website for core terms is only part of the process as the vast majority of searchers would be using longer and more specific search phrases. When it comes to keyword research, these phrases are really nothing more than your core terms with key qualifiers added to them. Using your keyword research tools you can find hundreds of qualifiers for just about every core term. Each of these phrases should be carefully analyzed so that they are appropriate for your site and matche the page content for which the core term has been applied. You must ensure that your qualifiers don’t contradict with each other. When speaking of cars who don't want to use “cheap” and “vintage” on the same page. You need to consider situations like this to ensure that you just don't throw a bunch of core term qualifiers on every page.
Segmenting keywords. There are four distinct keyword segments which represents a different phase of a searchers by buying cycle. After going through the process above you should be left with one or more groups of keywords that can be optimised into a page or several pages. The next step is to take each group in segment then further based on those keywords segments. Research: Researchers are at the beginning of the buying cycle and generally don't know what they want. They go to search engines to find general information to help you narrow down the options. These terms may not have qualifiers or may have just basic qualifiers. Use these terms to optimise your higher-level category pages. Shop: Shoppers have narrowed down their query to the product category level and are looking at different features between the products deciding which they want. Use these keywords to optimise your product category in comparison pages. Buy: Searchers who are ready to buy have figured out exactly what they want and are just looking for the right place to buy it from. They look for a store that meets all the criteria for the purchase such as brand, trust, price, warranties, shipping policy, refund policy etc. Use these keywords to optimise your product pages. Info:Info queries are generally the &quot;how to&quot; search tips. These people are not looking to buy but they are looking for information and education for themselves. It is based to use these queries to optimise your blog and article pages. They don't bring in direct customers, but they would help you build a strong resource website and builds natural links and a loyal audience.
Broad Topics: People who look for general information that they want to learn more about, should be served with the most general information as they are not looking for a lot of detailed specifics. Specific Desires: These searchers look for answers to questions that they might have. They may be looking for a solution to a problem or the best way to get a desired result. Immediate Concerns: These searchers are looking for solutions that meet a very specific set of criteria. It's not enough to provide broad, all-encompassing answers, they are looking for something that can specifically be applied to their situation.
Keyword ROI: When optimising your website you should take into account a good balance between traffic and conversion. You can see that if you optimise for one keyword you can get a lot of traffic even with two and three keyword phrases. Once you start adding four keyword phrases or more to a search term your traffic becomes less. But what you find is that the single keyword phrases do not convert very well. When looking at your conversion rates you will see that three keyword phrases and more will start to contribute to excellent conversion rates.
In this slide I list a bunch of free keyword tools that can help you with your keyword research.
Here are some interesting ways in which to use the Google wonder wheel.You can find and discover related keywords that you wish to target while focusing on your niche.Google wonder wheel can tell you what's missing and can help you save a lot of time in finding related keyword phrases.
Click show options in Google to reveal the wonder wheel menu
Click show options in Google to reveal the wonder wheel menu
For the keyword phrase &quot;wedding&quot; and we can see a number of other phrases that Google show all related to your seed keyword.In this case we will click through on &quot;wedding dresses&quot; and see what other related searches are being offered.
Once clicking wedding dresses we can see phrases such as discount wedding dresses, each wedding dresses, simple wedding dresses.
Another tool that I liked is SEO book. This keyword research tool will give you the overall daily estimate number of searches for each phrase. It also shows you by search engine.
Word Tracker is also a great tool to use especially the free keywords option. This will show you up to 100 of searches
Have you ever wondered about the questions that people type into search engines?
Wordtracker has another section which allows you to find out the type of questions that people type into search engines. If you click through to labs.Wordtracker.com and then click on the keyword questions tape you will be able to get related questions to your keyword phrase
Here we can see the 100 top questions that are related to weddings
WSI power search tool is a great way to search hundreds of search engines without leaving your browser window and going to another website. It is programmed with search terms that are most popular and it can deliver you content ideas to use when developing your website blueprints.
To wrap up the keyword section, and you would start with market research looking for 2 to 3 keyword phrases that your target audience would use. Then you need to identify the qualifiers and intent for these keywords so that you can increase your conversion rates.
The best lead generation tool on the Internet in Google’s Pay per Click advertising. If done properly it can produce great results and save you a lot of time & effort in preparing for your SEO strategy.
A pay-per-click ad is a small four line ad consisting of a headline, two short lines of text and URL. There are no graphics, color variations, music, or video – and you can't pay extra to get more space. Even though they look rather basic, pay-per-click ads are one of the most powerful ways of advertising today because they are so targeted. Rather than just displaying to whoever happens to be in the vicinity, as with TV or billboard advertising, pay-per-click ads only display to people who have shown an active interest in the topic by either searching for information, or by going one step further and visiting a website. What that means is that the conversion rate of pay-per-click ads is much higher than other advertising models. Another benefit is that you only pay for the times when the ad gets clicked on.
Why use Paid search Immediate online visibility Protect your name Guerrilla tactics - companies bid on competitor's names Click fraud not bad as before Find the buying words Only pay for what you use
Lets have a look at what makes a successful PPC Ad
All you wanted to know about SEO but were afraid to ask
Indexed Pages To get your pages ranked for keyword phrases you need to ensure that search engines can find them and then identify the theme of your page. To do this you need to make sure you have a strong search engine friendly website architecture. This is done by ensuring your links navigate correctly and that you establish a hierarchy for your content. Rankings Rankings are an important part of a CEO but they are not the end goal in themselves. Too many people look at rain kicks and think that they are losing business because they are not ranked for certain keyword phrases. This may or may not be true because different rankings can produce different bounce rates and it is important to understand that rankings don't make sales. They just provide a way to your website and searchers who come in from the number 1 position may not be as ready to buy as those that come in from the number 5 position. Once you start getting rankings for even low-volume keyword phrases you will start to see your visitor count rise. Conversions: Conversions are the ultimate goal. That is the whole purpose for search engine optimisation. Search engine optimisation is much more than just giving rankings and driving traffic to your site, it should also help you increase your conversions which can be measured in relation to your business goals. The conversion can be; a comment on your blog, download your White Paper, follow you on twitter all buy a product. It is important to match your business goals with your website optimisation goals and conversions. In this way your website can start to help you deliver on your business goals.
It is important to know that even though search engines are smart and as advanced as they are, they are still pretty stupid. They can't distinguish or tell the intent. If intent is needed to determine the relevance of a page or keyword, search engines are unaware of it. In your is SEO process you need to spell things out so that the search engines don't need to guess. Be aware that your visitors can also be pretty dumb themselves especially when they ask for information that not on the website. It does not mean your visitors are really stupid, it's just that they are impatient when your site is hard to navigate and they want to find information quickly and if difficult to navigate the more likely it is that your visitor will leave. They will just move to another site with things easier. When you start your easier progress keep this in mind and try and keep things simple and easy and have a clear navigation for both search engines and visitors.
Search engine optimisation consists of on-page optimisation where Google looks at a number of factors in determining your page score in relevance. URL factors where your keyword is included is important.On-page factors such as H1 headings, key words in bold, subheadings and text are all related.
Search engine optimisation also consists of on-page optimisation which is a voting system that Google uses. It counts the number of quality and quantity links coming in from other websites and directories to determine your rankings.
Link building can be a time-consuming and tedious task.
Links provide a means to navigate through the web and gives a visitor and search engines an indication of what the page is about that they are going to click through to. That is what they should do, but we often use the links that just say “click here”. We must remember that most people just skim over a webpage looking for what interests them or where they should go to find it. So it is important to add context to your links so that describes the page that you are going to take your visitors too.
Let's look at an example of how linking helps boost your rankings. If we have an authority site that links to a wedding dress page through a hyperlink, that is labelled wedding dresses. And we have a directory site and a blog site that also links to the same wedding dresses page with the same link text, this tells Google that others are referring to this webpage as a recommendation.The idea is to get as many related incoming links using the keywords wedding dresses in order to improve your search engine ranking results.
The slide shows a comparison between paid search and search engine optimisation traffic. If you start with Google paid search you can get the expected number of clicks on a fixed cost right from day one. However starting with organic search it becomes quite expensive in the beginning because of the amount of work that needs to be done. But as time goes by you'll see that your organic results start to improve and increase your traffic and you get a very good return on your investment. This is a great slide to show how one should start off with paid search while supplementing your traffic and building an organic search strategy to reduce your PPC costs in future.
Facebook advertising: Facebook advertising is a great way to target your specific demographics of the audience. It allows you to select gender and age location and even likes and dislikes. We would rely on Google for search traffic for people who are looking for things about our product and service while with Facebook we can the target specific audience through their demographics.
Advertising on Facebook is quite easy, just follow the steps from the advertised link at the bottom of the footer page
Facebook will show you your estimated reach the number of people in this country at what age that match the criteria you stipulated
So when a person logs into their Facebook profile they will see ads that match their likes and this would be based on the information that they provided Facebook with.
Facebook now starts to tell your friends when they have have actually made a purchase so in effect it is using you as a testimonial
So to summarise on the lead generation section you would need to bid for your search position with Google paid search, then optimise for 2 to 3 keyword phrases for your search engine optimisation. The next objective is to get incoming links with the appropriate anchor text and keywords and to target demographic audience you can use Facebook advertising.
811 lead generation
Online Lead generation
3 steps to success Market research using keywords Paid Search advertising Get found in Google
Market research Keywords are the blueprint Pay-Per-Click Banner Ads Press Releases e-mail Campaigns Link Building Offline Marketing Search Copywriting
How People Search? 1 Word 2 Words 3 Words 4 Words 5 Words 6 Words 7+ Words
Keyword research takes time Research Analyse Discard Evaluate Document
Brainstorming Keywords What is the average customer searching for? What solutions do I provide? What questions are my visitors asking? What are my visitors trying to accomplish? What related categories can I find in search? Are there any relevant geographic phrases? What are the industry terms & glossaries? What can I find in thesaurus? What terminology describes the problems I solve?
Find Core Terms First Must be Are Not Bag Sports bag Baby bedding Garage plans School stationery Battery Boat battery IT jobs Cycle Cycle clothing 2 or 3 words Represents page topic Relevant qualifiers Single word Overly broad
Core Term Qualifiers beauty supply natural beauty supplies discount beauty supply Supply beauty supply store beauty supplies
Segmenting Keywords Research Info Buy Shop <ul><li>Looking for general information </li></ul><ul><li>Don’t know what they want </li></ul><ul><li>Optimise on higher-level category pages & articles </li></ul><ul><li>Looking for education </li></ul><ul><li>How-To & other informational queries </li></ul><ul><li>Optimise on blogs & article pages </li></ul><ul><li>Have specific product in mind </li></ul><ul><li>Looking for trustworthy place to buy </li></ul><ul><li>Optimise on specific product pages </li></ul><ul><li>Have narrowed down to product type </li></ul><ul><li>Comparing features </li></ul><ul><li>Optimise on category & comparison pages </li></ul>
Keyword Segmenting for Info Sites & Blogs Beauty products Facial cleaners Hair styles Dry skin remedy Organic shower gel Look younger Reduce irritation Environmentally friendly All natural 1 2 3 Broad Topics Specific Desires Immediate concerns
keyword ROI 1 Keyword Travel Wedding 2 Keywords Travel packages Wedding locations 3 Keywords Discount travel packages Outdoor wedding locations 4 Keywords Discount travel packages Hawaii Outdoor wedding locations Cape 5 keywords Discount travel packages Honolulu Hawaii Outdoor wedding locations Clifton Cape 6+ Keywords Discount adventure travel packages Honolulu Hawaii Outdoor beach wedding locations Clifton Cape Traffic Excellent Great Good Low Poor Conversion Poor Low Good Great Excellent
<ul><li>Market Research </li></ul><ul><li>2-3 word phrases </li></ul><ul><li>Target audience needs </li></ul><ul><li>Qualifiers/intent keywords </li></ul><ul><li>Segment into niches </li></ul>Keyword review
Paid Search Advertising What is it? Why use it?
What is PPC? <ul><li>4 line Ad </li></ul><ul><li>No graphics </li></ul><ul><li>All have same space </li></ul><ul><li>Bid for position </li></ul><ul><li>Display when people search </li></ul><ul><li>Lead to landing page </li></ul>
Why Use PPC? It’s like taking an ad in the newspaper & only paying when someone reads it
What makes a Successful PPC Ad? 3 Write enticing copy with distinct offers 1 Pay for ROI-generating positions 2 Make clear keyword matches 4 Use brand recognition 5 Create display URLs Sale on all HDTV’s 30% off sale on all HDTV models! Limited time! Get free shipping too! www.recognisedbrand.com/HDTVs