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Choosing Keywords To Attract Buyers
By Doug Williams, Tue Dec 27th
By Doug Williams - December 2005 The wrong keywords bring lookers; the right ones bring willingbuyers. Keywords are how search engines index and classify yourwebsite. Keywords are at the heart of any search engineoptimization (SEO) campaign. Choosing the right keyword phrasesfor your website is critical to success. The right keywords willbring targeted traffic. All of your other SEO strategies won't help you at all if youchoose the wrong keywords. This is because all these strategiesare built on top of the keywords.
So how do you pick the right keywords? You have to think likeyour customer. People search for solutions to what they need.They look for the product or service that satisfies their need.They do this more often than looking for the person who suppliesthe service. If a business owner is looking for help with their business,they search for business consulting rather than a businessconsultant. A person will search for carpet cleaning much moreoften then carpet cleaners. If your products or services are local or regional, be sure toinclude your state or city within your search phrases. Peoplewill search for area codes and zip codes when looking for localsuppliers. To create a list for your website's keywords, start with listingout your company's products and services. Use the language thatyour customers would use. A frequent mistake is to use languagefrom the industry you are in. People who sell booths forexhibitions refer to them as "pop up displays". Yet theircustomers will search for "trade show displays" four times moreoften. Competitors are a great source of intelligence. Go to yourcompetitor's websites and look at what terms or keyword phrasesthey are using. Look at their keywords Meta Tag, and readthrough their page text. What specific search terms are beingused? If you currently have a website, analyze how your visitors arefinding you.. Look at your website statistics and see whatsearch terms are generating traffic. Most hosting companiesprovide you the ability to analyze your website's log files. Werecommend using a log file analyzer such as AwStats, Webalizeror Urchin. The new Google Analytics are another great tool. There are a number of good keyword research tools available tohelp in selecting the right phrases. An excellent one isWordtracker (www.wordtracker.com). Wordtracker has allows you tosearch a Thesaurus that will list keywords that you may not haveconsidered. They show daily search volume and the number ofcompeting web pages by search engine. There is a charge for thisservice, but it is well worth it. There are several free tools available such as Overture(http://inventory.overture.com/d/searchinventory/suggestion) andGoogle Adwords (https://adwords.google.com/select/main). Buyer vs. researcher: Is you website an
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informational website?Then you want to attract researchers. Are you selling a productor service? Then you want to attract buyers. Researchers tend touse general keywords and buyers tend to use very specifickeywords. The Buying Cycle has three phases. Let's show how this can workwith someone looking for video games: 1.Research: People gather information to learn what is new,latest trends and what is popular. They are looking to learn andgather information. They will tend to use general terms such as" Video Games" 2.Shop: In this phase they are comparing and narrowing theirchoices. They are looking at availability, pricing, shipping,etc. Buyers in this stage reveal their preferences, so morespecific keywords (for example, "Video Games Xbox 360") areneeded to cover all possible search terms. 3.Buy: Visitors have now decided on what they want and are nowlooking to purchase. They usually are looking for a specificproduct or a model number. The keywords you use to attractbuyers at this stage are very specific; for example they maysearch for: "XB360 Call of Duty 2". Buyers tend to use highly specific phrases as well as singularrather than plural forms. A person looking for new furniture ismore likely to type in "leather sofa" rather than "leather sofas" It may be tempting to go after the general high volume keyword,but this usually isn't a good idea. Many times the websites thatrank well for the general term are not the ones that actuallyclose the sale. They educate the buyer only to lose the sale tosomeone else who chose more specific keywords. More specific keyword phrases almost always have fewercompetitors and it is much faster to get top rankings. Once you choose your keywords, place them strategically andprominently on your web pages. Make sure they are used in anatural way and make good marketing sense. The language you useneeds to be action oriented to convince your visitors to buy. How often should these keywords be looked at? We recommendanalyzing your website every 6 months. The markets change,traffic patterns shift and what works today, may not worktomorrow. This article may be reprinted in its entirety for use innewsletters, websites, article archives and newspapers providedthat this resource box is left intact and all links are leftactive. December 2005 Doug Williams is the founder and president of Doug Williams andAssociates, LLC. DWA (www.dougwilliams.com) is an Internetmarketing and search engine optimization firm. DWA operates amanaged linking service "Don't Worry About Links" atwww.dwalink.com. About the author:Since 2002, Doug Williams has focused on Internet marketing andsearch engine optimization. Doug has developed a number ofspecialized web applications and tools for search engineoptimization. He specializes in ethical SEO that does not spamthe search engines, but rather focuses on building trafficwithin the search engine guidelines.
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