What is the Search Engine Keywords Selection Process

Search engines are the vehicles that drive potential customers to your websites. But in order for visitors to reach their destination – your website – you need to provide them with specific and effective signs that will direct them right to your site. You do this by creating carefully chosen keywords.

Think of the right keywords as the Open Sesame! of the Internet. Find the exactly right words or phrases, and presto! hoards of traffic will be pulling up to your front door. But if your keywords are too general or too
over-used, the possibility of visitors actually making it all the way to your site – or of seeing any real profits
from the visitors that do arrive – decreases dramatically.

Your keywords serve as the foundation of your marketing strategy. If they are not chosen with great precision, no
matter how aggressive your marketing campaign may be, the right people may never get the chance to find out about it. So your first step in plotting your strategy is to gather and evaluate keywords and phrases.

You probably think you already know EXACTLY the right words for your search phrases. Unfortunately, if you haven’t followed certain specific steps, you are probably WRONG. It’s hard to be objective when you are right in the center of your business network, which is the reason that you may not be able to choose the most efficient keywords from the inside. You need to be able to think like your customers. And since you are a business owner and not the consumer, your best bet is to go directly to the source.

Instead of plunging in and scribbling down a list of potential search words and phrases yourself, ask for words from as many potential customers as you can. You will most likely find out that your understanding of your business and your customers’ understanding is significantly different.

The consumer is an invaluable resource. You will find the words you accumulate from them are words and phrases you probably never would have considered from deep inside the trenches of your business.
Only after you have gathered as many words and phrases from outside resources should you add your own keyword to the list. Once you have this list in hand, you are ready for the next step: evaluation.

The aim of evaluation is to narrow down your list to a small number of words and phrases that will direct the
highest number of quality visitors to your website. By “quality visitors” I mean those consumers who are most
likely to make a purchase rather than just cruise around your site and take off for greener pastures. In evaluating
the effectiveness of keywords, bear in mind three elements: popularity, specificity, and motivation.

Popularity is the easiest to evaluate because it is an objective quality. The more popular your keyword is, the
more likely the chances are that it will be typed into a search engine which will then bring up your URL.

You can now purchase software that will rate the popularity of keywords and phrases by giving words a number rating
based on real search engine activity. Software such as WordTracker will even suggest variations of your words and
phrases. The higher the number this software assigns to a given keyword, the more traffic you can logically expect to
be directed to your site. The only fallacy with this concept is the more popular the keyword is, the greater the
search engine position you will need to obtain. If you are down at the bottom of the search results, the consumer will
probably never scroll down to find you.

Popularity isn’t enough to declare a keyword a good choice. You must move on to the next criteria, which is
specificity. The more specific your keyword is, the greater the likelihood that the consumer who is ready to purchase
your goods or services will find you.

Let’s look at a hypothetical example. Imagine that you have obtained popularity rankings for the keyword “automobile companies.” However, you company specializes in bodywork only. The keyword “automobile body shops” would rank lower on the popularity scale than “automobile companies,” but it would nevertheless serve you much better. Instead of getting a slew of people interested in everything from buying a car to changing their oil filters, you will get only those consumers with trashed front ends or crumpled fenders being directed to your site. In other words, consumers ready to buy your services are the ones who will immediately find you. Not only that, but the greater the specificity of your keyword is, the less competition you will face.

The third factor is consumer motivation. Once again, this requires putting yourself inside the mind of the customer rather than the seller to figure out what motivation prompts a person looking for a service or product to type in a particular word or phrase. Let’s look at another example, such as a consumer who is searching for a job as an IT manager in a new city. If you have to choose between “Seattle job listings” and “Seattle IT recruiters” which do you think will benefit the consumer more? If you were looking for this type of specific job, which keyword would you type in? The second one, of course! Using the second keyword targets people who have decided on their career, have the necessary experience, and are ready to enlist you as their recruiter, rather than someone just out of school who is casually trying to figure out what to do with his or her life in between beer parties. You want to find people who are ready to act or make a purchase, and this requires subtle tinkering of your keywords until your find the most specific and directly targeted phrases to bring the most motivated traffic to you site.

Once you have chosen your keywords, your work is not done. You must continually evaluate performance across a variety of search engines, bearing in mind that times and trends change, as does popular lingo. You cannot rely on your log traffic analysis alone because it will not tell you how  many of your visitors actually made a purchase.

Luckily, some new tools have been invented to help you judge the effectiveness of your keywords in individual search engines. There is now software available that analyzes consumer behavior in relation to consumer traffic. This allows you to discern which keywords are bringing you the most valuable customers.

This is an essential concept: numbers alone do not make a good keyword; profits per visitor do. You need to find keywords that direct consumers to your site who actually buy your product, fill out your forms, or download your product. This is the most important factor in evaluating the efficacy of a keyword or phrase, and should be the sword you wield when discarding and replacing ineffective or inefficient keywords with keywords that bring in better profits.

Ongoing analysis of tested keywords is the formula for search engine success. This may sound like a lot of work – and it is! But the amount of informed effort you put into your keyword campaign is what will ultimately generate your business’ rewards.

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What is PPC – Pay Per Click?

Advertising your services or products on the Internet is both extremely effective and extremely competitive. There
are several ways to go about attracting traffic to your website; Pay-Per-Click is one of the options you can choose
from, along with developing an SEO, or search engine optimization campaign. Both pay-per-click and SEO are
targeted to get your website placed as close to the top of search engine results as possible. One of the differences
is that it takes minutes to set up a pay-per-click campaign versus months for a good SEO campaign.

Pay-Per-Click is a simple type of paid advertising that all search engines, Google, MSN, Bing, Yahoo and several others. It requires a bid for a “per-click” basis, which translates to your company paying the bid amount every time the search engine directs a visitor to your site, and someone “click’s” on your ad. Thus the pay-per-click term.

Just to futher confuse things, you can also have ad’s that are pay-per-impression. Meaning when the site shows up in the results, you pay. There are lot’s of school’s of thoughts on which type of ad is best and it really just boils down to what you are trying to achieve with your ad and what keywords or industry you are in.

It’s All About Driving Traffic

There are 2 primary ways to drive traffic to your site using search engines.

1) Paid Search: Paid search is just what it says, all of the ways you can “pay” to get traffic, from search engines, via directories (citysearch.com, yellowpages.com, etc.), PPC ad’s, banners and more. The beauty of paid search is in it’s immediacy and the simplicity of the pay-per-click process. site subdomains . You just bid and you’re up and running. It doesn’t
demand any specific technical knowledge, though the more you know about search engines and keywords, the easier –
and more effective – the process will be.

So if you have a sale, a special or new product line you want to promote, in minutes you can be up and running, driving traffic to your site that is looking or seeking your great new product or service. Another beauty of PPC or paid search is the tracking process. You will know in less than 1 day how effective your ad is in driving traffic. If after a few days, your ad does not get a lot of click throughs, it is time to re-write and find a message that connects with your target audience.

2) Natural Search: This is when someone types in a keyword and your website just appears “naturally” at the top (first page) of the search engine results. One thing most folks don’t understand about Natural Search is that it can be just as costly and definitely more time consuming as paid search campaigns. This is compounded by the fact that their are multiple search engines out there, they all use their own method’s to determine where you rank on their site and on it goes. However, that does not mean you should not do all you can to get your natural search rankings up, it’s just more of an ongoing process and one that needs to be managed weekly, if not daily to really achieve success in popular keyword categories.

How is this different from Google Adwords?

Google Adwords is the program that Google has built to manage Pay-Per-Click campaigns. People forget that Google is not the only search engine on the planet, and while they do dominate in most markets, there is a lot of traffic coming from MSN, Bing and Yahoo. Each search engine company has their own Pay-Per-Click (PPC) system, comparable to Google’s Adwords. The good news is that  all of the search engine ad programs run pretty much the same, you get a set amount of words for your ad space, then a spot for your url.

As with all marketing campaigns, there are advantages and disadvantages. If you understand the process and monitor your pay-per-click campaign frequently, it can be very effective. The tricky part is learning the process and how to work it to your advantage.

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Why do you hate your website? Why website marketing matters!

Why do you hate your website? Why Website Marketing Matters

Why do you hate your website? What has it done to you?

You leave it all alone, never updating it, never checking it, just leaving in website land toiling for you 24x7x365. It gives every customer that stops by all that it can, and you never even bother to check in.

Your customers know this. They look at your website. The visit it for information, your phone number, your address, a map to your location. They like your website, it helps them do things they need to do.

And yet you keep ignoring your website, why?

Website marketing matters. And keeping up your website with new content, fresh information and data is all any of your customers want.

Is it time consuming? Yes. Is it ever done? No. It is on-going in a bit of an annoying sort of way. Is my website perfect? Big NOPE! Will yours be? Nope.

What I love is when people put so much time energy and focus on the design and leave about 1 page of actual information. I have copied several clients sites that are 10 and 20 pages big, but when I copy all of the content over, I end up with a 2 page word document, with the same lines of fluff on each page.

“Welcome to company X, we provide the best in class of X, generic description, generic description.”

So what’s a website owner to do?

Step#1: Hire a writer.

I know it’s hard to write and the first thing every client talks about is not having enough time to write the site. So I ask you this. g cloud . Do you want new customers? Do you have time to eat a sandwich at your desk? If so then you can hire a writer and they can write the site for you. Cost estimate: from $200 to $800 depending on the size of the site and the resources you bring to the table.

Hot Tip: Not sure where to find a good writer one? Go to any local networking group (search meetup.com, if you are in Texas go to yourlocalcity.com, your local chamber or bni.com), take some cards and ask! You might get a client out of it and you will find someone that knows of at least one writer in the area. People always forget the instant power of just asking around at a networking group.

Hot Tip: Keep your writing costs down by pulling books, reports, sales presentations, so much data that your writer will be able to do it all with out doing any research.

Hot Tip: Interview people talking and record them. Don’t you hate it when you are talking to a co-worker or the founder of a company and they explain stuff in a way that just makes everything your company does sound amazing! Or they tell a story about a client that had a major change in their life because of your product or service and it just makes you smile. Get them on the phone! That is right. Go to freeconferencecall.com. Set up an account and call that co-worker, interview them, ask questions, ask for stories from the field, and RECORD the call (for FREE). Give that audio file to your writer and watch the amazing copy come flying in!

Step # 2: Google Analytics.

Sign up for it. (it’s Free) Why? Because if you sign up and connect your website to Google analytics (your webmaster will have to help you with this) you will begin to see how many people actually come to your site. And from there, you will begin to see that even though that site has been around forever, and you have not done a thing to it (except put the info on your biz card) people are going to it.

Hot Tip: Another great way to prove the point that people are going to your site that will convince the data driven boss or partner in your office (Mr. “No one looks at it so why should I spend money on it” John) is to put up a crazy picture on the home page – or an offer for a free car if someone calls in. The calls will come so fast, you will have to give away 100’s of matchbox cars (it is a car). Giving Mr. John the direct data and feedback (and bill for the matchbox cars) that proves the simple point that your website matters.

Step # 3: Make the Mind shift Change

Long gone are the days of fussing over a brochure for weeks, sending it to the printer and it becoming obsolete in a week. Remember the days of the boxes of marketing material just piled in the break room? All wasted after a show or marketing campaign. Your website has replaced all that time, energy and paper and yet it get’s half of the attention and love your sales presentations get. Begin to make the transition from a “static” site to one that can change, ebb and flow with your company as it moves and grows.

Hot Tip: Stop the Madness for Perfection. You website will never be perfect, and that is okay. It is way more important to have the information people need and want than to have it perfect. A word miss spelled is not ideal, but should not stop you from just updating things and letting it go. You would be surprised how many excellent spellers there are out there that will gladly tell you about your spelling mistakes (and once again proving they are reading your site – which is way more important!)

Step # 4: Updated that Content with your Content ManagementSystem (CMS)

If  your site design is already done, all you need is better content. A small firm or individual can easily do this for you. Better still is if your site has a content management system attached, so you can update it yourself. If you don’t have a content management system attached it might be time to do a “proper” update. Make sure your new site has WordPress, a free content management system that is easy for end users to update. If your current site has a system, use what you got and just update!

Hot Tip: Most website “designers” are designers. They are like interior decorators; they like to design a beautiful room not “build and maintain it”. This is often why your original website designer bails on you or is very difficult to get a hold of for the small updating tasks. Expect to have to find someone else to help you maintain your site after the “designer” is done.

Hot Tip: Ask your writer. I have found some writers will gladly help update your site. They usually don’t do graphic work, but that should be okay. Also look for “content managers” they love updating content on sites and will usually be happy to work with small companies that just want some light updating help. seo website Cost estimate for this: $200 – $500 a month or quarter.

The thing to remember is this. In today’s world of texting, IM’ing, Facebook, LinkeIn and Twitter; you can’t keep treating your company website as a red headed step child. Love it, feed it, and give it just a little TLC and you will reap the rewards, I promise.

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