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WHY CAN’T YOU MOVE YOUR RANKING?
You’ve written a ton of web pages.
You’ve blogged until you’re blue in the face.
And still…you can’t seem to move your site ranking at all…
NICHE KEYWORDS RANK
Using niche keywords are important because these terms are the one of the ways you improve your site ranking to get the coveted page 1-above the fold position on search engines like Google.
The fact is that Google needs words-lots of words to power its search engine.
• These words are one of the key components to how Google decides where your site ranks when a person types in a search term.
They are not the only element, but an important one nevertheless.
In this lesson, we’ll show you how to incorporate keywords into your website that connect with potential customers and make the search engines happy.
• You’ll explore how the right niche keywords can build traffic to your site and how to pick “winnable” phrases.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll discover:
- What a “winnable” niche keyword looks like
- What a “long-tailed” keyword phrase means to your business
- And ways to incorporate niche keywords into the language of your site
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide to give you “hands-on” training customized to your own business.
RANK #1-FOR WHAT KEYWORDS?
Has someone offered to move you to the top of the page ranking without talking to you about keywords?
- If so, have you wondered how that was possible?
The short answer is you could be at the top of a page ranking…some page ranking…but for what keyword phrase?
Chances are it will be for some obscure term that very few people are searching for.
- Like your mom said “Be careful what you wish for.”
Here’s an example:
EXAMPLE: PET STORE
I own a pet store and I want to increase my site ranking.
I want to be at the top of the page for my keywords.
I get a call from a company that’s going to get me to the page one position in Google for pet terms…that part was a little vague.
- Before I know it I have pages and pages of references to “golden retriever vs. great Dane”
Low and behold, I am at the top of the page for every time someone enters the words ““golden retriever vs. great Dane”
- I just won the Google search term wars!…or did I?
LOOK FOR WINNABLE PHRASES
If you use the Google Adwords Keyword Tool you find that the global search demand for the keywords “golden retriever vs. great dane” is only 16 searches per month.
So a “winnable” keyword phrase means that your efforts can directly affect your ranking for those terms…with a reasonable about of effort.
- The important point is that when someone tells you they can increase your site ranking.
- Ask them “What keywords are you going to increase my ranking for?”
- Then see what the demand is for those words.
IS THE KEYWORD TOO COMPETITIVE?
What if instead we tried to rank for the keywords “pet store”?
- According to Google’s Keyword Tool there are over 2 million global searches on those words every month.
If I am a small local pet store, am I ever going to rank above the fold on page one for those terms?
- No, probably not.
And anyone that says I can by just giving them money is either selling you paid placement-such as Pay per Click advertising, or not being honest with you.
- Those words are just too competitive for most small businesses.
LONG-TAIL KEYWORDS ROCK
So what is the small business owner to do?
This is where the concept of “long-tail” keywords some in.
- “Long-tail” just means it is a longer series of keywords.
These phrases have small enough demand so my efforts can affect my site ranking and still have sufficient demand to be worth my time to win this page ranking.
Here’s an example:
RANK FOR WHAT PEOPLE WANT
I search the Google Keyword Tool and look for a long-tail keyword phrase related to my pet store.
- I spot the series of words “supplies for a new puppy” with global demand of 1600 searches per month and medium competition.
If I create some pages for these terms and write some articles and posts, I may be able to move to the top of the list for this “long-tail” keyword phrase.
- This seems like a better use of my time instead of spending all my efforts to rank on the words “pet stores”
OFFER A VARIETY
The rule of thumb for “long-tail” keywords is to have a nice assortment of them in text of your web pages.
- Think of them like the buffet line at a restaurant.
If you only have one or two items on the menu, customers would get pretty bored very fast.
- And people would stop coming.
Just like that example, your website won’t build its traffic potential if you don’t offer of a variety of keywords that make sense around your products or services.
EXAMPLE: LONG-TAIL KEYWORDS
Finally, let’s look at some practical examples of ways to incorporate the words people enter in the search engines into our website content, even if it doesn’t’ seem to quite fit.
Here’s an example:
EXAMPLE: CAR INSURANCE
Let’s say I sell car insurance and my company offers a lot of extras that make the car owner feel special and more protected.
- I think my main selling point is that our car insurance is more valuable than the competitors-and that’s why we aren’t the lowest price insurance.
The term “car insurance value” has over 4 thousand local searches monthly.
- That seems pretty good.
But I notice that the term “best value car insurance” may be more winnable…at least to get me started because it is not as competitive.
You can also incorporate terms that may not seem to fit directly.
- For instance, the term “cheap car insurance for students” has monthly local demand of 1000 searches.
Here are some examples of how you could incorporate the keyword phrases that include your core value benefit into pages and content with:
“When cheap car insurance for students is not the best value”
“Shop for the better value when looking for cheap car insurance for students”
DON’T BAIT AND SWITCH
A word of caution:
- You need to use keywords wisely.
If you put a bunch of keywords that don’t make sense to the visitor, they won’t stay on your site, and they won’t come back.
We’ve probably all clicked on a site after entering a set of keywords and then found ourselves in a diet site, or some other site that had nothing to do with what we entered in the search engine box.
- Don’t be one of those people.
It will not grow your business for the long term.
TIME TO GET REAL!
Now it’s your turn.
Go to this lesson’s practice guide, and take the time to research some niche keywords for your business using the Google Adwords Keyword Tool
- Think about which terms may be “winnable” without huge amounts of effort.
Now that you’ve started a list of niche keywords, let’s move on to the next lesson with the concept of “keyword depth”-how deep is the “pool” of keywords for your business?