What Do People Want? (Keyword Research)

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This lesson is about “What People Really Want?-How to improve communication with Keyword Research”Month 1 Week 1 Day 4

ARE YOU SPEAKING THE RIGHT LANGUAGE?

You’ve started the best bakery on the planet.

• You have great products but you target all your marketing efforts to describe “special occasion pastries” because you think that what people call your delightful creations.

Nothing happens…

• You launch a big ad campaign about the quality ingredients in your “special occasion pastries

Still nothing…

HAVING A FAILURE TO COMMUNICATE?

If our baker has understood the importance of keyword research, he would have known that his potential customers search for the keywords: “birthday cakes” not “special occasion pastries

He would have saved himself wasted time and money.

DON’T MAKE THIS ROOKIE MISTAKE

Identifying what words and phrases people really use helps you focus your marketing message on the actual terms people are searching for.

• Lack of keyword research is one of the biggest rookie mistakes that small businesses make when it comes to internet marketing.

OVERVIEW

Fortunately, there’s no need to guess about keywords.

In this lesson, we’ll show how to use keyword research to know precisely what terms your potential customers are using when they look for solutions on search engines like Google.

• You’ll set your business ahead of your competition by developing a list of keywords to use in your marketing and positioning specific to your unique business.

THIS LESSON’S OBJECTIVES

Over the course of this lesson you’ll:

  • Learn where to look up keyword and keyword phrases
  • Use Google Keyword tools to discover related keywords and phrases.
  • And review the amount of competition for specific keywords and understand the concept of keyword depth.
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.

ELIMINATE GUESSING

What if you could have a magic decoder ring so that you would know what customers really type into the search engines when they are looking for your products and services?

WHAT ARE YOUR CUSTOMERS LOOKING FOR?

The good news is that the internet has a number of low or no-cost ways to know exactly what terms people are typing into their search engines so that you use the right language when describing your unique selling proposition.

THE POWER OF GOOGLE KEYWORD TOOLS

The most popular keyword tool is the Google Adwords Keyword Tool.

  • You can access this by getting a free Google Adwords account and clicking on Tools/Keyword Tool.
OTHER KEYWORD TOOLS

Some other popular keyword tools are

  • www.spyfu.com/

and

  • www.keywordspy.com/

Both of these sites offer free trial subscriptions.

KEYWORD TOOLS IN ACTION

Now that you know some tools to use, let’s walk through an example using Google’s Keyword Tool.

EXAMPLE: PEST CONTROL

You have a company that offers all-natural pest control.

  • Using the Google Keyword Tool, you discover that there are more than 6000 monthly local searches on the term “natural pest control

But you also see other terms you could use-for example:

• “Organic insect control

• “Natural pest control products

• And “organic pest control

EXPANDING YOUR KEYWORD VOCABULARY

Using Google’s Keyword Tool, you develop a list of keywords and related terms that people are typing into their search engines so that you make sure to use the right language when describing your unique selling proposition.

IT’S STILL SUPPLY & DEMAND

Next let’s look at the demand and supply around these terms.

  • Google will display the amount of monthly global searches and the amount of monthly local searches.

Be aware, as you work with the Keyword Tool, you must learn to take the absolute numbers with a “grain of salt.”

  • However comparing the various search terms to each other can be very helpful.

Here’s an example:

HOW TO CHOOSE KEYWORDS?

According to the Google Keyword Tool, the amount of monthly searches for

• “Natural pest control” and

• “Organic insect control

are very similar with the term “natural pest control” being slightly more popular.

PICK WORDS THAT PEOPLE USE

The number of searches on the term

  • Natural pest control products

is dramatically lower than either of the first two choices.

This means that while you may use the term “natural pest control products” in some of your marketing materials, you would probably not choose that keyword phrase to build your business on.

WHAT’S THE SWEET SPOT?

Now let’s look at competition.

  • This is the term that’s used to describe how many people are trying to rank with those keyword terms.

Just like in business, lower competition combined with a reasonable level of demand is the sweet spot for opportunity.

IS OPPORTUNITY KNOCKING?

In our example-all of the terms we’ve looked at are in the high competition range.

If we look for related terms with low-to-medium competition, we find the term “integrated pest management” with reasonable demand and low competition.

  • This may be an opportunity for a keyword phrase we may not have considered before.

JUMPING IN THE DEEP END

Finally, let’s look at keyword depth.

This is just a fancy way to say:

  • Are there enough related terms to give you plenty of keyword phrases to incorporate into your marketing materials such as blogs, newsletters, web pages and related content?”
WHAT WILL YOU TALK ABOUT?

In our example, the Google keyword tool gives us 8 different groups of related terms.

  • These could be used to develop web pages.

Within the “insect control” group, there are 5-6 keyword phrases that we could see writing articles or blog posts about.

MORE DEPTH IS BETTER

If you don’t have enough keyword groups and phrases under each group, your choice of keywords may be a little thin.

  • A good rule of thumb is to have at least 5 groups with at least 5 relevant keyword phrases under each group term.

More is better.

TIME TO MAKE IT REAL!

Check out the practice guide for this lesson and spend some time researching a list of potential keywords so that you can speak the language potential customers’ use when they search for your products and services.

NEXT LESSON

When you’ve developed a list of keywords to incorporate in your unique selling proposition, the next step is to bring all these concepts together in lesson 5: “Why You Are Special?”

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