Target the Right Keywords to Attract Qualified Buyers by Paul J. Bruemmer Keyword research and selection is a critical step in your search engine marketing campaign. It's pretty well established that most people start with search engines when looking for online information. We've all typed in keyword phrases to find what we're looking for. Today, most people use two to five keywords on average when searching. This makes it increasingly more important to choose the right keywords for optimizing your Web page content. Because search engines focus on providing relevant content, Web sites with relevant keywords on the page will rank higher than sites that don't research and select the appropriate terms used to search for their products and services. 10 Tips for Selecting Your Best Keywords Why are keywords so important? Because they bring qualified buyers to your site as people look for your products and services through search engines. Careful selection and placement of your strategic keywords in Web page copy and HTML tags goes a long way toward attracting traffic that converts to sales. Following are some tips for generating the keywords and phrases most likely to boost your bottom line. 1. Think from a customer viewpoint. What words would potential customers use when searching for your offering? Get feedback from multiple sources by picking the brains of your customers, suppliers, brand managers and sales people. 2. Expand your keywords into a list of key phrases. After brainstorming an initial list, put these terms into WordTracker (http://www.wordtracker.com/freetrial.htm), which is a Web-based tool that provides ideas for additional keywords by telling you how popular your keywords are on other Web pages and how many people have searched for these keywords in major search engines in the last 24 hours. Your best terms are those that aren't overused but are still fairly popular. Another trick is to use uncommon combinations. WordTracker's Keyword Effectiveness Index (KEI) will tell you the number of times your keyword appears in its database and the number of competing Web pages. Look for keywords that might work on your pages. A high KEI means the word is more popular and less competitive. A KEI of 100 is fairly good, but anything over 400 is super. Use only the keywords that describe your offerings. 3. Create Multiple Permutations. Vary the order of words in your phrases to create different combinations. Use very unusual combinations. Create phrases that ask a question. Include synonyms, word substitutes, metaphors, and common misspellings. Include brand names and models of products sold. Use additional qualifiers to create more specific terms by creating two-, three-, and four-word phrases. For example, if "broadband" is one of your keywords, you might come up with phrases like "digital broadband, digital wireless broadband, wireless digital broadband, accelerated for broadband, broadband news, digital wireless broadband news, broadband wireless communication", etc. From the key phrase "software solutions", try "traffic analysis software solutions, traffic analysis reports, traffic reporting tools, B2B software solutions, e-commerce software solutions", etc. Note that the keywords don't necessarily have to make sense, although when you use them in copy, they must make sense. 4. Use Concept Qualifiers to Qualify Visitors. Specify the concept in your key phrases, such as "e-commerce software". Be specific enough so the key phrase is not too broad, such as "e-commerce software solutions, e-commerce security solutions, business-to-business e-commerce software, B2B e-commerce software", etc. 5. If You're Branded, Use Your Company Name. It pays to include your company name in your keyword phrases if you're a well known brand. A site like RadioShack should preface its key phrases like this: "RadioShack computers, RadioShack electronic components, RadioShack telephones", etc. If recruiting employees, it might use key phrases such as: "work for RadioShack, RadioShack jobs nationwide, and executive RadioShack positions" to recruit specific levels of employees. However, if your name is Jack Jones Realty, very few people will type that name in a search query unless they know you, so it doesn't pay to include company names in keyword phrases if you're not branded. 6. Use Geographic Location. If your location is key, include it in your keywords. For instance, Jack Jones Realty in Palm Springs, California, may find "Palm Springs real estate" to be a useful keyword. 7. Review Your Competitors' Keywords. It's a good idea to look up your competitors' keywords to get ideas on some you might have missed. Don't copy anyone else's keywords because you don't know how or why they were selected -- you need to generate your own. Just look for an idea or two to supplement the keywords you identify for yourself. 8. Don't Use Keywords or Phrases That Are Too Broad. Instead, use modifiers to make generic keywords and phrases more specific. A site offering insurance-related services might use "health insurance quotes, auto insurance quotes, life insurance quotes", etc. To prequalify your visitors, your keywords and phrases should identify your niche. If you're in the entertainment business, use "entertainment news, movie trailers, celebrity stories, entertainment center", etc. Identifying your niche attracts the kind of traffic you need. This is important no matter what you sell. A smaller, targeted audience is more likely to result in conversions than a large volume of traffic that came thinking you were selling something else. 9. Don't Use Single Words. Multi-word phrases work better than single words. It's difficult for search engines to return relevant results on single-word searches because there are too many answers to such a query, and users won't wade through hundreds of result pages. They learn quickly to be very specific. A user looking for an e-commerce software solution for an auction site won't be searching for "software". 10. Don't Use Trademark Names Other Than Your Own. Stay away from competitors' trademarks in your keywords or you might get sued. Some companies will give permission to use their terms. An e-commerce site wanting to use Tide can contact Procter and Gamble to request permission. Permission will depend on potential affiliation - a manufacturer will likely give permission to use its name to promote and sell its products on a vendor site. However, using another company's trademark or product name to profit from its brand is unacceptable and breaches federal trademark-protection laws. These strategies will help point prequalified visitors to your site. Keyword selection is one of the most important tasks in search engine marketing, so take the time to do it right. ================================================================ Paul J. Bruemmer mailto:paul2@web-ignite.com is the CEO of Web Ignite, http://www.web-ignite.com/ a search engine marketing company founded in 1995. Web-Ignite earned a top grade in the Buyers' Guide to Search Engine Optimization Firms and has helped promote over 15,000 Web sites. Client testimonials report traffic increases of 150 to 500 percent. Bruemmer's articles have appeared on ClickZ and other publications. ================================================================