Listen to article or read below
DO YOU HAVE ENOUGH TO TALK ABOUT?
You’ve picked a set of 3 niche keywords that you think will really help you.
Your efforts have paid off and now you are ranking on the first page for those terms.
But here you are 6 months down the road.
You’ve said everything you can think of to say about these three terms.
You are so sick of these three keyword phrases you want to scream!
ADD MORE INTEREST FOR SEARCHERS
Keyword depth is important because the more depth of related terms to pick from…the more value your site can add to your human visitors and search engines.
At the end of this lesson, you’ll know what to look for to have enough keyword depth to develop a successful internet marketing plan that builds traffic to your site for the long haul.
• You’ll look at related terms that can help build traffic to your site and broaden your appeal to visitors.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Look at examples of what keyword “depth” looks like.
- See how keyword depth can start to create a content blue-print for building traffic and deepening connections with your visitors
- And discover some “rule of thumb” tips for how deep is “enough” to get started.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
WHAT DO YOU HAVE IN COMMON?
Have you ever gone to a party and met total strangers?
- Have you experienced that awkward moment when you cast out searching to find something you share?
Whether the topic is sports, food, kids, or gardening, it’s creates a better connection faster when you have something in common with the person you are talking with.
BE INTERESTING ONLINE TOO
The depth of your keywords is a lot like that party scene.
- The more things you have to talk about, the more value visitors will perceive with your site, and the more information search engines will have to categorize what it is you offer.
Let’s look at how the Google Adwords Keyword Tool makes it easy to test keyword “depth”
EXAMPLE: CUPCAKE SHOP
You have a cupcake shop.
- You have started a list of potential keywords that you can use in your website pages and other content.
You go to Google Adwords Keyword Tool and search on “Cupcake Shop”
- This time you click on the tab called “ad group ideas”
BREAK IT INTO GROUPS
Under that tab you’ll see a number of ad groups.
Looking over those choices you see five groups that make sense in describing what your cupcake shop offers.
The five groups are:
- And birthday
You can even imagine web pages for each of these groups on your website.
DIG DEEPER FOR WINNABLE PHRASES
Next you expand each category to see what kind of keywords Google suggests under each group.
Under the “Gourmet” group, you find 5 “long-tail” keyword phrases that make sense for your store and seem “winnable”
- “Gourmet cupcake recipes”
- “Best gourmet cupcakes”
- “Make gourmet cupcakes”
- “Gourmet cupcake shop”
- And “Gourmet cupcakes online”
OPEN THE CONVERSATION
You are already picturing the pages, blog posts, or articles under the “Gourmet” tab in your site navigation:
10 tried and true “gourmet cupcake recipes”
- The “best gourmet cupcakes” for Valentine’s Day
- How to “make gourmet cupcakes” that kids love
- Why I started my “gourmet cupcake shop”
- And How to order “gourmet cupcakes online”
Did this example show how having a selection of keywords gives you many topics to create valuable content around?
Are you seeing the possibilities here?
SHARE COMMON INTERESTS
The truth is that keyword research can be used to build a connection superhighway to your potential customers.
- Remember our party example?
Knowing what words people actually use makes it easier to connect with potential customers by sharing common interests.
- And it also simplifies and focuses your marketing efforts on words that people are actually searching for.
FIND CONVERSATION STARTERS
Let’s continue looking at the other keyword groups.
When you look at the other ad groups you find a similar number of keywords under those groups that make sense to talk about with your cupcake shop.
Let’s look at some more examples:
EXAMPLE: BIRTHDAY CAKES
When you expand the ad group for “birthday” you find another nice selection of keywords with:
- “18th Birthday cake”
- “40th Birthday cake”
- “Gluten free birthday cake”
- “Happy Birthday cupcakes”
- “Birthday cupcakes delivered”
Again, all of these terms could fit nicely under a category heading of “Birthday” as you build your website to add more connections and value.
- Did you see any terms you may not have thought of before?
That is one of the side benefits of keyword research.
- It broadens your online imagination.
HOW MUCH IS ENOUGH?
Finally, when is a selection of keywords big enough?
And when do you not have adequate keyword “depth”?
- The answer is that “it depends”.
- It varies based on your business goals and industry.
But here is a good ballpark figure…
TRY FIVE-BY-FIVE MINIMUM
If you can’t find 5 major categories with 5 keyword phrases under each group, you may have too narrow a niche.
Likewise if you can’t narrow down your concept into 5-10 major categories, your topic may be too broad.
- These are “rule of thumb” concepts to get you started.
As you build your site and content it is normal that your keyword selection will expand.
TIME TO GET REAL!
Go to this lesson’s practice guide to walk through these concepts to test the keyword depth of your business concept.
- You’ll identify groups of keywords to increase the connections with your potential customers and impress those pesky search engines.
- You may even discover some keywords that you hadn’t realized people were looking for.
Now that you’ve tested the keyword “depth” of your business concept it’s time to fit together the results into a “keyword hierarchy.”
- In our next lesson, you’ll assemble the pieces of your keyword puzzle into a step-by-step framework that will help you build traffic to your website.