Entireweb network provides over 100 Million
searches per month, this includes sites such as Entireweb,
Search66.com, WindSeek.com and
several other search engines on the Internet
access to information about
all the major search engines, including submission tips,
how search engines rank their listings, important design
issues relating to relevancy, and other web site promotion
topics and tools.
more than 210,000 subscribers you will reach
webmasters and siteowners in matter of minutes.
Marketers stake much of their
livelihood on keywords, whether for proper search engine optimization or
targeted pay-per-click advertising. One challenge faced by inexperienced
marketers involves knowing which phrases to target out of hundreds of
will find terms which look good, but later testing reveals the terms simply
don't convert visitors to sales. If you performed your due diligence by
testing and tracking all elements of the sales page (copy, graphics, price,
etc), this scenario may leave you baffled and wondering "Why didn't this
phrase produce sales? It really looked like a winner!"
Every search term presents us with the challenge of reading intent.
What was the visitor really looking for when they typed in the phrase? While
it's impossible to know this with certainty, you can improve your ability to
read intent from keywords, and improve the accuracy of your targeting.
The First Guideline: Pay Attention to Qualifying Terms
Are multi-term (3 or more keyword) search phrases more targeted? Not always. A
narrow search indicates only that searcher intends to find a specific piece of
information. It does not necessarily indicate intent to purchase.
For example, the search phrase "big blue widget" points to a
narrowly defined interest, but does not reveal whether the searcher intends to
research prices, look at photographs of big, blue widgets, or merely
discovered a passing curiosity after hearing about them someplace else. The
phrase appears promising at first, but still presents us with a high
likelihood of non-converting traffic. This doesn't mean you shouldn't test
such a phrase, only that you are more likely to see a good deal of untargeted
What you really want to look for during your keyword research is
qualification. Specificity is not enough. So, how do you spot the qualifying
terms that indicate the searcher is in buying mode?
You spot them by applying a formula to your keyword list. If you have
your list in front of you now, take a look at it and see if you can apply the
following parameters to any of the phrases:
Relevant terms for contextual/situational searching might include:
* Bad credit/good credit
* Self Employed
When you apply contextual/situational parameters to your keywords, you
should think in terms of "filling in the blanks" of the situation:
"If I have bad credit, where can I get a loan?" "While I'm a
student, what deals can I get on travel?"
Searches qualified in this way indicate an active interest in finding
solutions. Visitors generated from these terms may view themselves as still in
"research mode", but the fact is that they are as ripe as they'll
ever be for a convincing sales pitch.
What about urgency? The most obvious terms to look for include: fast, quick,
speedy, immediate, and so on. However, you may also find terms which imply
urgency, such as : easy (the easier it is, the faster it is), hassle-free,
pre-approved, automatic and instant, to name a few.
Lastly, preference can reveal much about where the visitor is in the
buying process. Qualifying terms pertaining to the sales process, to delivery
(e.g., "instant download" or "free shipping") and customer
service all indicate a proactive search for solutions.
The Second Guideline: Know Your Industry
Inexperienced marketers often miss out on keyword goldmines because
they make the mistake of focusing only on the data their keyword tools give
them for broad terms. The tools and tactics one picks up in his or her
marketing education are valuable, but they're no substitute for intimate
knowledge of the market. When you "dabble" in an industry you often
choose only the most obvious keywords, and this leaves you in competition with
all the other dabblers scrounging for top placement on those terms.
A much better option (especially if your field is affiliate marketing)
is to educate yourself deeply on the vocabulary of one market at a time. Learn
everything you can about this one market, its sub or spin-off markets, and
anything else that helps you live and breathe the mindset of your potential
When you do this, you will find a wealth of new keywords - words with which
only an "insider" would be familiar. These terms are not only more
targeted, but they invoke a measure of instant credibility as well. The
customer knows you couldn't reach him if you did not "speak his
The Third Guideline: Choose Terms Which Hold Synergy with Your Sales Copy
In the fight to squeeze out as much traffic as possible, it is tempting to bid
on as many keywords as possible and funnel them all to one or two sales pages.
A better tactic is to slice down your keyword list into subsets which closely
match the tone evoked by your sales copy. Next, separate out the terms which
you feel are viable but "don't quite fit", and create new sales copy
to support them.
all of this extra work? Well, there's a little secret you should know
about. It comes from a surprising place: the world of personal ads. Personal
ads provide the ultimate study in "short copy". Have you ever placed
an ad on a dating site and found that most of your respondents focused on only
one or two words in your profile and then wrote to you despite their obvious
People are often lazy and they are often hurried. Your customer's eyes
zero in on only a few words - those most important to him at that very moment,
and the rest of your copy gets filtered away.
This is why it's crucial that your keywords hold synergy with your
sales copy - and by synergy I mean that if you intend your prospect to zero in
on, for example, "easy web site creation", then your copy should
speak only to ease, speed and instantaneous gratification of your product, and
not make mention of any additional, complicated features. Save those features
for your copy when you target people on terms like "advanced web site
creation". Even if your solution offers both ease of use and advanced
results, split them off.
Making informed keyword choices boosts your bottom line. Remember that
quality always trumps quantity. Even though you can't read your customers
mind, the guidelines presented here will get you one step closer to dissecting
John Calder is the owner/editor of The Ezine Dot Net. Subscribe Today
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