6. Choosing Keywords! (very important!)
Target the wrong keywords and all
your efforts will be in vain. Choose the right keywords, and
you'll see your traffic skyrocket. Therefore, think long and
hard on what keywords people are likely to use to find you.
Make lists of keywords and then combine them into two or three
For example, you rarely want to target a single keyword since
the billions of words indexed on the Web today, generally
one word simply won't cut it. People learn quickly that if
they type in "real estate" or "properties"
that they get listings for real estate from all over the world!
Now it would be nice if you popped up there on those extremely
broad keywords, however, a better use of your time is to PAIR
the generic keyword with something more specific. You might
get lucky and rank well on just real estate since it's in
your page too, but if not, at least you'll rank well on "Boston
real estate," which will be far less difficult to achieve
a top 10 or top 20 listing for. These keywords will also bring
you far more qualified prospects.
WebPosition is designed to monitor your rankings on a broad
array of keywords and doorway pages very quickly. However,
we're continually dismayed by people trying to monitor their
positions on keywords people are highly unlikely to use. For
example, we had a well-meaning customer send a list of his
keywords for the "cheap airfares" that his company
sold. His list went something like this:
The word "cheap" alone does nothing to target their
audience. It has to be paired with other words like "flights"
or "airline reservations" to have any meaning. It's
the same with "quote" and "discounted"
-- too broad. Pair them with one or two other words. Statistically,
most people search for two to three word phrases to avoid
getting back too many unrelated matches. Keep this in mind
when you design your pages!
Don't worry about there not being enough top 10 slots where
you can achieve a high ranking. True, there are some keywords
that are very competitive. And if you find that no matter
what you do, you can't get in that top 10 spot for that word
or phrase, just be creative! There are SO MANY other keywords
and keyword combinations where you can achieve a Top 10 ranking.
It's really NOT very difficult at all! Once you tap into some
phrases people are searching on to find your type of site,
you'll have tapped into a continuous stream of free advertising
for your web site which sure beats paying out a $1000 or more
a month in banner ads.
For example, if you don't achieve a good ranking on "cheap
airfares," keep trying, but also be creative and target
"inexpensive airfares" too. It's all about thinking
like your customer or clientele - and it's really pretty easy
to find a keyword combination that you can dominate in the
search engines. You'll often find that there are more people
searching for these other phrases than were searching for
the first phrase you thought of. In marketing, this is called
carving out your niche.
If you're Microsoft, you can afford to fight over who has
the best "Browser software." But, for the rest of
us, we know we can't always fight the big boys. So instead,
what savvy marketers do is to identify a "niche"
that few others are targeting and go after it. We've created
pages for other web sites where we posted a doorway page that
has remained in the Top 10 for six to ten months in a row.
Other slots may change more often, but that's why you have
WebPosition to help you stay on top of your rank under ALL
the important keywords and keyword combinations. Good management
is the key to achieving a range of good rankings, each of
which will bring you scores of new traffic¡if you
choose the proper keywords that is.
- Entering Keywords
the best keywords/phrases