By the greals Keyword research
Golden Rules • Fit a product to a marketdon’t fit a market to product • Decide if it is a hobby or you want to make money from it • Find out how you are going to make money first
Keyword Research Steps • Research Phase • Search Google • Related searches • Trends • Google products • Forums • News
In Action • Choose a topic for this training we will use “dog training”
Make sure to have a pen and paper handy, because you’ll be uncovering hundreds of great keywords you’ve never thought of for your topic. • Write every new keyword or keyword theme down…there could be hundreds of them. • Also, sometimes this triggers a new niche marketing idea in your mind as well, and it’s a great way to brainstorm for new marketing angles to test. • Get it all down on paper. • Look at both the Amazon Concordance and Amazon Key Phrases if they are available for the book (newer titles).
Amazon • For example, just taking two words from the Concordance of this book, “dog” & “jumping”, you can easily dig up great keywords to add during the research phase
I’m no dog expert… • Someone who is searching with “stop dog jumping” could be a pretty good candidate for a dog training course. • This will separate you from the “Average Joe” who just starts one keyword tool and simply types in “dog training” and assumes he has discovered all the keywords...
Amazon trick 2 Make sure to include a very broad, related word in the Title field. (For this example, I used, “dog”). Then sort results by Bestselling. Here’s an example of what you’ll find:
Best Sellers w, pay close attention to the Title of the Bestseller. It’s often the case that there are great keywords in the title (big money is spent on performing title tests for these book publishers) and also the Title itself is often a highly searched keyword term if the book was a real hit!
Using Book Title In Google And you can dig up even more keywords by taking individual words and phrases from the Bestselling Titles and placing them into any good keyword tool on the next slide
Google Adword Perfect Dog Almost every time I do this little exercise during the research phase stage of the system, I come up with pages of potentially HOT new keywords and related niche markets that I hadn't begun to think of on my own. (And then I test them for profitability during the ANALYZE stage!)
Get More Keywords • Use these simple steps with 5-10 books and you'll be blown away by all the new keywords and niche ideas you end up discovering. • It's quite an amazing little gem. Almost nobody teaches this. So now you've got another edge over your lazy competitors. • You got just a taste at what a real keyword research “battle plan” looks like, in contrast to the crazy “guess-and-gamble” shell game that most people are tricked into playing.
Profit Fundamentals • Profits are more important than search volume, competition, or any other keyword metric, then you have a clearly defined goal to work • From now on, our only concern is keyword profits. It’s a now just a simple math problem: “Which keywords have a positive ROI?” • You cannot just GUESS, with any level of certainty or accuracy, which keywords are sure to have a positive ROI.” Sure, over time, you will get better at spotting some of the duds. • But there are always big surprises too. • A keyword you may have assumed was a total dud, ends up being a virtual gold mine for your product or service. • So, how do we find this out?
How Batman? • Test, Test, Test… • …Then Test Some More Keywords • Okay. • So we test keywords FIRST, before we do anything else (SEO, Articles, Media Buys, etc.)
Is that it? • Most companies fall short - the biggest mistake is relying on just one method or just one keyword research tool when they are gathering their initial keywords. • But even the most advanced keyword research tools work best when you supply them with good seed keywords and topics…which you will come up with in the research phase stage. And the minute you start to understand this and really do this, you’ll… • Leave Your Competitor’s In The Dust… • Let me tell you right now, up front, that what I'm about to share with you has the ability to turn your product or service into the market leader. • Since almost no company does this step correctly, they literally “fly blind” when it’s time to setup their site and ads to target the best keywords…and they fall flat on their face 9 times out of 10. • Because they didn’t gather ALL the keywords, they couldn’t see them to test them and discover the hundreds of profitable keywords. • And they missed them.
Record What You Do • Every time you sit down to work on any portion of the Keyword Research System, you should log the Date, Action/Source, Action Results, and the Total Time Spent (active time). This information is going to be a running “log file” of your keyword research, and it becomes very important in the ADJUST stage of the system. Don’t worry about how you will use this information yet…just make sure to add it each time you perform your keyword research. • 2. During the RESEARCH stage, you should add keywords to the RESEARCH tab in the spreadsheetin the order they were found (top to bottom), making note of the Source and any Notes as well.
Keyword Source #1 – Your Brain • Step 1: Take out a blank piece of Paper, and write your main topic at the top of the page in the centre. • Step 2: Write down these Questions: WHO, WHAT, WHEN, WHERE, WHY, WHICH • ONE, WHAT KIND, HOW MANY, HOW MUCH, WHOSE, HOW?
Keyword Source #1 – Example • Main Topic: “dog training” • WHO: “beginner dog training”, “professional dog training”, “trainers”… • WHAT: “dog”, “puppy”, “pet”, “doggy”, “pup”, “canine”… • WHEN: “early dog training”, “early puppy training”, “old dog new tricks”… • WHERE: “home dog training”, “Petsmart dog training”, “indoor dog training”… • WHY: “how to stop dog barking”, “stop dog chewing”, “dog biting problems”… • WHICH ONE: “training old dog”, “how to train dog from pound”, … • WHAT KIND: “german shepherd training”, “police dog”, “therapy dog training”… • HOW MANY: “dog > dogs”, “pup > puppies”, “doggy > doggies”, “canine > canines” • HOW MUCH: “cheap dog training”, “top dog training”, “how long to dog train?”… • WHOSE: “train my dog”, “train your dog”, “how to train our dog”… • HOW: “clicker dog training”, “reward dog training”, “whisper dog training”…
Keyword Source #2 – Market Related Books • Index, TOC, and Titles of market related books are some of the absolute best places to get great topical information and specific KEY WORDS that people use to communicate their desire. • After all, your ideal customer reads the book and then adds words to their vocabulary that later show up in the search boxes online. • Important: What people read, online and offline, affects their vocabulary (keywords) and how they ultimately search for things. • Therefore, new key words are CONTINUOUSLY being created, developed, learned, and used in every market. • That’s why your keyword research must be part of a system that is continuous and dynamic.
Keyword Source #3 – Market Related Books • Analytics or server logs related to the topic you are looking up keywords for. • It could be a blog, ecommerce site, or any articles or content that has some form of stored data about how people arrived at your site, or how they searched your site once they got there.
Keyword Source #4 – Resource Books • The Encyclopeadia, Dictionary, Thesaurus, Synonym Tools, Almanac, etc. • Any word that triggers an idea or a keyword topic can be a good source to find additional keywords. • Don’t worry if the individual words themselves seem too broad. • You’re going to be mixing, matching, and combining these words to come up with the best key words. Remember, keyword tools work best when you have lots of good, varied keywords to input for them to drill into.
Keyword Source #5 – Other Peoples Research • Sites like KeywordSpy.com, SEMRush.com, SpyFu, and many others will tell you not only what keywords people are bidding on, but also how long they have been bidding on those keywords • This is one way you can "test" with other people's money to narrow down your keyword list.
Keyword Source #6 – Target Audience Hang Outs • These are the "big sites" that millions of people visit each month. Think of sites like eBay, Amazon, Wikipedia, Youtube, etc... Many of these sites now offer search suggestion tools, tag clouds,. • You can also harvest valuable key words from the Titles of articles, just like you did for bestsellers previously. (Ezinearticles.com, Hubpages, Buzzle, Squidoo, etc.) • Ebay • Amazon • Youtube • Ezines • Squidoo • Wikipedia
Keyword Source #6 – Target Audience Hang Outs • Related Topic Hubs are sites that have a lot of traffic specifically from your target audience • Some ideas would be Forums, Authoritative Blogs, Social Sites, etc... • You will often find tag clouds for search terms that are frequently used on the site and these can be great for finding key words. • Once you click on the links, click on the Search link in the forum and look at the bottom for the Search
Crowd Demographics • Step 1: Go to Google.com and type in “your keyword” forum
Crowd Demographics • Step 1: Go to Google.com and type in “your keyword” forum • Go to Compete.com • Step 3: Click “Compare” and wait for the results. • Step 4: Grab the URL of the site with the highest volume of traffic. • Step 5: Head over to the Google Ad Planner and place in the URL. • Step 6: Copy down the URL’s in the “Sites Also Visited” section. • Step 7: Login to the Google Ad Planner and setup the “Search by Audience” feature
Crowd Demographics • Step 8: Write down the URL’s of the Related Topic Hubs and visit them to get even more keywords related to your market. • Step 9: (Optional) If the page doesn’t have an tag cloud or an easy way to see a list of key words, head over to www.TagCrowd.comand create a custom tag cloud of the pages you are interested in.
This simple little process brought back 311 great key words to dive into further, from one of the highest “dog training” topic hubs online today.
ROI • Right now, you are most concerned with finding out how most of the buyers "talk". And it’s all about choices. • We can’t possibly expect to succeed if we don’t AIM for the right target first. Most marketers just grab a handful of keywords from a single source, fire off some articles or setup a blog, and then wonder why the process fails miserably and they never see a ROI. That’s the “cart-before-the-horse approach”. And it doesn’t work well.
Step 1 – Your Customer • Grab a piece of paper and a pencil. Then, write out your ideal customer profile. • This only takes a couple of minutes, but has a big effect on the AIM process. Spend a minute thinking about WHO will be most interested in your product or service. Be as detailed as possible, because we'll be using all this info later. Gender, Age, Needs, Desires, Education, Etc...
Step 1 – Your Customer • Search Google Top 5 URLs for DT • Go to Quantcast.com
Dear Dolly Doctor Of course, your Ideal Customer Profile could be much longer (more detailed and specific), especially if you already have a knowledge or existing data about your past customers.
Step 2: Negative Keyword – Dog The Bounty Hunter • look through your keyword list • Make a negative keywords list Make sure you DO NOT delete them. Just “Cut and Paste” them into another text file you can call "Negative Keywords". Always be building a list of negative keywords at all times, remember both positive and negative choices are important.
Step 3: Be The Customer – Easy For Method Actors • Be the Customer for a few minutes • Look at your keyword list and ask yourself: • What am I thinking or looking for as I search with these words? • · Why did I choose these words? • · What will my successful search results look like? What do I expect to find? • You start to understand the underlying desire behind why each keyword might be searched with.
Step 3: “What is my emotional engagementas I begin this search?” • how emotional is your ideal customer as they type these words? • People buy based on their emotion, and justify their purchase based on “logic”
Step 4: 3 Level Engagement Colour Code • Blue – Very little emotion, mostly factual or educational searches and information… • Orange – More emotion, desire for an answer to a personal question, problem, or opinion… • Red – Very emotional, extreme desire, anger, frustration, excitement, joy, drama, need etc…
Hot Buying Keywords • And now you should have your list sorted by colour, with Red on top, Orange in the middle, and Blue on the bottom. Now, let’s start working with the RED cell keywords. Copy the RED keywords and paste them into the TARGET tab in the spreadsheet (Keyword column).
Step 5: Target The Red Zone • Take those keywords now in the AIM tab and go get the Google Monthly Search • Volume ([Exact Match]) for each keyword. • If a keyword comes back with “-“ for a monthly search volume, just use a value of “10” instead, you can test to get a more accurate picture of real search volume later.
Step 6: Buying Cycle And You Can’t Fly A Plane Biscuit • Think about where each search may fit into the buying cycle. “How likely am I (as the ideal customer) to use money to satisfy my desire at this point?”
Step 6:Buying Cycle 4 Stages • 1st Stage: General Information • 2nd Stage: Specific Solutions / Problems • 3rd Stage: Decision Confirmation • 4th Stage: Purchase Ready
1st Stage: General Information • This stage may or may not represent the first time they have looked for a solution. But they have acknowledged they have a need, and are looking for some type of solution to satisfy it. These keywords are very generic and broad, without specifics.