Male: Okay let’s move on top Pillar #2 which is Keyword Research.
The keywords, the phrases that you want people to take into search engines to find your website. The big myth of a keyword phrases is that what you want to do is actually appear on the top of the search engine for one word phrase, so there’s thousands of unique people potentially going to find your website from that.
Well, first of all the chances are, you’re not going to be able to achieve that because there are just literally millions of websites trying to do that for that one keyword. For instance, that website, it might go during bizness.biz. If I try to get at number one with Goggle for the phrase business, I realistically would never achieve that, but I’ve always got to think about conversion rates.
Are people really wanting business articles, so they just wanting to research about business, starting their own business, it might not relevant for them. What people tend to do when they actually conduct searches on Google or on other search engines is the one word to begin with but actually they’ll put in two word, three word, be very specific and only when they’re very specific about the keyword phrases that you type in to search engines is when you get the conversion rates. And those are the kind of phrases that phrases that you should really look at and maximize opportunities with.
You’re focusing your competitors rather your own business model. It’s voluntary by actually trying to get your website up there for one word. It’s all about conversion rates.
Long keyword phrases convert fast because people are narrowing their search to find exactly what they are looking for.
Okay, when researching keyword phrases, what you should do first of all is brainstorm keyword categories. That is to say there are certain segments that you can split your business up into. You need to enter these keyword categories into a website called Wordtracker. That’s the website address for Wordtracker; freekeywords.wordtracker.com. There’s a paid version for this but this is a free version, an excellent tool for researching keyword phrases for your business.
Okay, now let’s have a look at Freddie Faldo, the golf shop owner for a keyword categories for his business.
So first of all, what Freddie would do is he’d type ‘golf’ into this Wordtracker tool and he’d get all these results here. He’d find out that people who searched for golf nearly 9000 times a month, approximately on internet, but people search for golf clubs, golf carts, golf equipment. Now from this, this would be his keyword categories where he would get his keyword phrases from. From this and Freddie would like to look up gold clubs where there’s over 3000 people a month search for golf clubs. So let’s have a look at gold club. You can actually click on that link “Gold clubs” and then you can see old phrases that also incorporate the phrase gold clubs. You’ve got used gold clubs, disc gold clubs, Ping golf clubs, all the different brand names that these are the keyword phrases that are brilliant to actually target individual pages on your website.
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Jane Jobs, Sales Executive Recruitment Company. Let’s look at her keyword categories. Well she’d start by typing in something like sales jobs. Again, something like sales or just jobs would prompt to be a little bit too generic, not specific enough for her industry.
So sales job, she would get medical sales job, Okalahoma sign sales job, wines sales jobs, there are a lot of different types of sales jobs and these again are the keyword categories that Jane should use as a basis for designing her own individual web pages on her site.
Okay, keyword phrases, so from medical sales job, she’d medical equipment sales job, medical device sales jobs and what Jane should be ideally be looking to do is every week, I add one page to her website based on these keyword phrases. So medical devices sales jobs, she could write simply a 400 word page about how people would go about getting a medical devices sales jobs. Having that as the title and incorporating that within the page and linking to that page without keyword phrase. There’s not going to be so much competitors going for that specific keyword phrase, but if every single month, she gets 31 visitors from the keyword phrase is extremely worthwhile doing and she’s much more likely to go to track specific visitors getting at high conversion rate and also appear at the top of search engines.
Okay now, what I’d like to do is give you an opportunity now to brainstorm 10 keyword categories for your business. What I’d like you to do is actually to get into two’s or three’s if that’s okay. Discuss it between yourselves, give me five minutes to do this; pick 10 keyword phrases from each keyword phrase category. That’s what you should do and add one new page a week to your site, this is what you should do after you actually go away with the results.
Some examples here again, this is what Jane Jobs, would actually be able to do. She’d come up with the keyword phrase; medical sales jobs, sales recruitments, sales marketing jobs, sales jobs, agent sales, sales management jobs. So, I’d like you to come up with 10 keyword categories really relevant for your business, brainstorm with colleagues next to you and the first group and of two people that can come up with this and get 10 pounds each. I was out for an incentive.
Okay, you have five minutes to come up with your keyword categories for your business, so you’d go for it.
Male: Okay we’ve got two ladies here that stormed ahead and chose and got ten great keyword categories for their business and so who do we have here again?
Yvonne: Yvonne.
Yvonne. And where are you from?
Yvonne: The BOCC.
Male: Okay, and would like to tell us your keyword categories to make sure that you deserve your prize Yvonne.
Yvonne: Okay, we’ve got; project management training in Scotland, conference venue Scotland, UK, training venue, Scotland, management training, Scotland, program management training, Scotland, conference facilities, special development training, party nights, Scotland, is that ten?
Female: Short courses.
Yvonne: Short courses.
Male: Well that’s great, I think you’ve got a lot more than ten. Okay, so we have here Tracy.
Tracy: Tracy.
Male: Tracy from the BOCC as well, okay. Okay so, actually you’re from the same company, so it’s easier for you to come up with things.
Tracy: Well we did it exactly.
Male: Okay, so have you got some different things written down there as well. Do they deserve the prize everyone?
Yvonne: Well you did say brainstorm.
Male: I think I’ll have to go with that, yes but okay, an excellent stuff, thank you for doing that.
Tracy: Thanks.
Male: So I hope that’s given you some great ideas for your business there, and the only thing that I would say is and you’ve got Scotland, you’ve got a country and your keyword phrases quite a bit there. What you don’t necessarily want to do is incorporate that within all of your keyword phrases. There are some great local searches now from Google and Yahoo and searching is going even more of that ways. You don’t necessarily have to have Scotland, UK, Edinburg within your keyword phrases.
You can actually incorporate your address within your website anywhere and the search engines will pick that up and actually realize your local website and rank your accordingly. So, you don’t necessarily have to do that but they’re great keyword phrases to get started with.
Okay, so and, that’s keyword phrase positioning and you don’t actually need to think about your page title, have your keyword phrase in there, have your keyword phrase in your heading; do you remember the heading tags? The content within your page links to that page, so it links from other websites to that page and also within your own website to that page.
So, as a summary of Pillar #2 for your keyword research. Brainstorm your keyword categories yourself, go for the long tail, that is go for keyword phrases, there are at least three words long. You’ll be much more likely to actually get that up quickly and you convert better. Go for extremely specific phrases.
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