Why Keywords Matter

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This lesson is about “Why Keywords Matter-The Numbers Game of Internet MarketingMaster Class 2 Module 5 Lesson 1

WILL YOU GET ENOUGH TRAFFIC?

Do you know how many people are looking for you on the internet?

• Or are you just guessing…and hoping it’s enough?

Are you feeling a little queasy that you may not have picked the right niche for your products and services to meet your business and financial goals?

GET THE MOST VALUE FOR YOUR EFFORTS

Understanding the importance of keywords is crucial to your small business if you want to get the most value and the biggest results for the hard work you put into your online marketing.

OVERVIEW

In this lesson, you’ll discover one of the truths of online marketing: It takes a lot of traffic to build a viable business.

You’ll review examples of keyword demand to make sure you have selected a business with real potential for growth.

• You’ll uncover what words people use when they search on the internet for information related to your products and services

THIS LESSON’S OBJECTIVES

Over the course of this lesson you’ll:

  • Discover free and low-cost tools to determine what words people are using to find you on the internet.
  • Look at tips for examining keyword demand locally and globally and see how much competition exists for those terms.
  • And find the “sweet spot” for keyword demand in your small business.
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 ARE KEYWORDS?

Let’s take a minute to refresh your understanding of the terminology:

What exactly are Keywords?

Keywords are the actual words that your potential customers use when they are looking for information on the internet.

Google and other search engines record the actual terms entered in the search box and use this information to help decide where to rank your website.

STOCK WHAT PEOPLE ARE BUYING

If you had a hardware store and you knew exactly what products people wanted to buy…wouldn’t you concentrate on stocking that merchandise?

  • Keywords are like that.

You can know exactly what people are entering into those search boxes when they want information.

  • And you don’t even have to pay thousands of dollars for that research!

Using keyword tools are like having a “magic decoder ring” to increase the effectiveness of your communication with your online visitors.

FREE GOOGLE KEYWORD TOOL

Google offers a free keyword research tool at www.google.com/adwords/

  • Sign up for the free Google Adwords account and login to view 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.

Let’s walk through an example:

EXAMPLE: PHOTOGRAPHY BUSINESS

I have a photography business specializing in weddings.

I logon to Google Adwords and click on the Keyword Tool and enter the term “photography

  • It looks like there are over 68 million global searches per month on that keyword. Hooray!
  • I have a huge demand for my services.

Wait a minute, not so fast!

The truth is that this keyword is too big for us to ever “win” that niche.

We need to get more specific.

NARROW IT DOWN

Let’s run another search on “wedding photography”.

• This time we are down to 1.8 million global searches and 800 thousand local searches.

That seems great, but again we probably need to get more specific to stand out from the crowd.

STAND OUT FROM THE CROWD

If we scroll down a little further, we find a keyword phrase:

• “Affordable wedding photography” with a global demand of over 22 thousand and a local demand of nearly 10 thousand searches per month.

This gives us a better chance to stand out from the other photography businesses that are vying for the same niche.

LOCAL VS. GLOBAL DEMAND

Let’s go deeper into some of these concepts and look at tips for examining keyword demand locally and globally to see how much competition exists for specific keywords.

EXAMPLE: AFFORDABLE WEDDING PHOTOGRAPHY

In our “affordable wedding photography” example, it showed high competition and global demand of over 22 thousand with a local demand of nearly 10 thousand searches per month.

  • Does that mean that my little town has 10 thousand people searching for “affordable wedding photography” per month?

Maybe not…

HOW LOCAL IS LOCAL?

While, global searches are a term for searches across the whole world, the local search results need to be taken with a grain of salt.

  • The local number can include a metropolitan area, region, or district.

 Local numbers can also include computers that may be normally using an internet service provider in a certain area even though they aren’t currently in that area.

So realize that local numbers can be a bit deceiving, but can still offer good information on area demand.

The demand numbers are also useful to look at the relative demand for one term over another.

EXAMPLE: COMPARE PHRASES

What does that all mean?

Here’s an example:

If you go back you our keywords of “affordable wedding photography” you’ll that the term “wedding photography packages” has local demand of just over 4 thousand per month.

  • If I was choosing between the two terms, I would expect more visitors with the “affordable wedding photography” terms than a lower demand keyword phrase like “wedding photography packages”.

HOW MUCH COMPETITION?

Google’s keyword tool also reports the amount of competition around a term.

Think of it this way:

If there are 1000 searches for the keywords “purple garden gloves” per month, but only 10 websites use the terms “purple garden gloves” in their text, the competition would be considered low.

On the other hand, if there are 1000 searches for the keyword “purple garden gloves” per month, but now there are 10 thousand sites competing for those same keywords, the competition would be considered high.

SWEET SPOT FOR DEMAND

How do you find the “sweet spot” for keyword demand for your small business?

  • Just like in any other business setting, the sweet spot is to find enough demand to build a business without so much competition that it is very difficult to rise above the pack.
CAN LOW COMPETITION BE BAD?

Sounds simple enough?

  • Find some keywords with low competition and lots of demand and then you’re set?

Well, almost…

Sometimes low competition can be a bad thing.

  • If no other businesses are competing for a set of keywords that have demand, sometimes that means that it has not been a profitable enough niche for businesses to be successful.
  • It could also mean that people search on the terms, but they are not willing to pay money for a solution.
EXAMPLE: SEARCHERS AREN’T BUYERS

Here’s an example:

Social security benefits of children” is a term that has over 12 thousand searches per month and low competition.

  • However, most people searching on this term are looking for information about a government benefit and are not looking to buy products or services related to this keyword phrase.
WHAT DO THE NUMBERS MEAN?

The bottom line?

  • It’s easy to get wrapped up in the numbers and miss the forest for the trees.

Keyword research requires you to get beyond the numbers and also think about what they mean to your business and potential customers.

TIME TO GET REAL!

Now it’s your turn.

This lesson’s practice guide helps you walk through these concepts and start considering what keyword phrases make sense for your business.

NEXT LESSON

Once you’ve taken a look around keyword demand and competition, let’s focus on our next lesson: “Finding Niche Keywords

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