Professor: —main tools which you can use as an input to this process. Remember, we’re still talking about key phrase analysis. Why are people topping into a search engine that’s very do relevant to my business and how many people are topping them in. And then I will decide which are these are most important to me. These tools are invaluable. They’re very, very useful. It was so very which is also good. And which is we’re going to talk about them one by one with a couple of screenshots.
So, this is the Google Keyword Selector, which allows us the opportunity to type in a couple of candidate key phrases, this will be addressed in the brain storming in account three, four, five and six, to do the protocol service and you want to get Google to give you an idea of what else it thinks might be relevant, other key phrases that might have also, in which there will always be some. You could always look—someone would like to say something.
Female: Oh I just wondered whether that—if you go to the URL, is that the one you can put in before you actually have your own keyword? And it’s not external, you actually can put—add in
Professor: You can use this without having any Google account or login whatsoever. You can use of all of these without having any Google account or whatsoever. You don’t have to sign up, you’re quite right, I thank you for bringing it up—these tools which we are about to discuss are actually meant to help people on their paid search campaign and do research for the paid search campaigns.
However, they are also used by everybody for natural search because they give you some sort of insight into what’s happening in Google, which is valuable because it actually tells you which of the key phrases are most popular in Google which is exactly what you want to know. Otherwise you’re guessing. Guessing could be fun, but you were spending a lot of money and time on something you’d rather no.
Female: That’s really useful.
Professor: That’s right, adverse. So, here we go. This is the theory—we just put in a couple of key phrases here, we got small car and city car. We get keyword ideas, lovely stuff. And now we know what’s going to happen. It’s going to tell us or give us some ideas as to key phrases.
And so this here is the important column because it’s going to talk about search volume in August for each of these key phases, so we can see how we’re getting actual data on the amount of searches for small cars, city cars or different key phrases, just a plural form of something is different. If you optimized for a singular and someone searches for the plural, of course Google will know you’re reasonably relevant. But in an ideal world, the person who is optimized for the plural is a more exactly match.
So the most important thing you’d ever do, you know—thinking about it is worthwhile. And you can see how Google is giving lots and lots of ideas—best small car, used, new, cheap etcetera, etcetera. So for instance, people are searching for cheap and not best value, as example.
I personally, I would have felt people will be searching for best value or small car reviews, not many people are searching for that, rather surprisingly, you know, my personal opinion.
But even so, you can see how this tool gives you the opportunity, suggestions, from the Google Brain, which is good, and also local search from the Google records which is going to be useful as input into a decision making process about which key phrases you prioritized, which ones you put the stuff into.
So, as part of this tool, the Keyword Selector, it’s the same URL, it’s just—what we’ve done—what we did before was here, keyword variation, we were on that tab, now we’re going to site related keywords, we’re going to that tab, and Google is the opportunity here of entering and what Google would then do is look at the page where that URL takes it to and tell you what it thinks that page is about on the basis of the content of that page. So basically, what it’s talking about. What the content is so.
So have a look here for instance, this is the result, so you could see what the results page looks like, and if you looked at the homepage of the CIM website, and this is what it thinks, the key phases on that page because these are the phrases that appear. So if you went to look at that page, we would expect to see courses, diploma, qualification, these phases are being mentioned.
So again, it can be useful, if you want to look at the competitor side as an example. Your competitors, you put your competitor’s URL in there and it will tell you how you will optimize this site for because it will tell you what Google thinks that site is about. And so you can see the key phrases that your competitors have chosen, is that clear to everyone. It’s more use than what it sounds, because if you’ve got a couple of competitors now, ranking well, then you can go and look at their page and you can see what they’ve optimized for and trying to understand the way they are thinking. And maybe that you decided to take them head on, and you’ve challenged them with the same key phrases.
It might be that you just make input notes and see, if you know it’s a bigger company, you think, “Okay, I'm not going to challenge them head on with them,” so consciously, I'm going to try and find an alternative key phrase rather than the one they’re using because they’ve got too much content, they’re too big, there is no point that you challenge them straight away. So I’ll try and find a way around the edges. You find alternatives, so that can be a smart use of this tool. The potential and smart use of this tool should I say.
Male: But for example that when you’re designing a webpage—
Professor: Yes.
Male: Obviously you don’t a page to become with far too much information because people are going to get board, then I will going to scroll all the way down the page. But if you’re going to create a relevant content, you could take each of the key phrases for your competitor and drop it onto a page, then blow away a particular point, a point when nobody is going to read, in order to breach the ranking of that page.
Professor: It’s good, it’s good, I mean you can be—yeah, you’re being tactical really about the way you choose put the key phrases for the search engine, ASA long as you don’t go down the road of white background, then there is no problem with that. Yes you have the choice, you have control about. If you know on a page, you’re going to have to mention training courses a lot, then you could choose to mention the topic you’re going to read or you could choose to mention the possible way you may think people less likely to read. I mean there are ways you can write a page and make it, you know, the page is well written and while constructing, you can encourage people to read down to the bottom—that is not a problem.
But if you wanted to take your approach to it which is kind of hide the key phrases near at the bottom, then that could be an approach that you want to take, that would be perfectly possible.
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