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Divan Erasmus
Mar-15-2013
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Chapter 02


Section 02



Develop own approach and process doing keyword research, you’ll find that works for you, forget about you, your business, put yourself in the shoes of your customers.

Begin with brainstorming and answer key questions. From an organizational perspective, it will force you to look at different areas of your business. Start, what services do you offer? Be comprehensive and list many keywords, make sure to do it from the customer’s perspective. As people who work in our businesses, we have a different way of explaining our services.

 

 

Example: discount travel website. You might write down keywords like “value transport” and “737 discount ticket,” at the end no one is typing that into search. Those make sense to you, but customers are looking for cheap flights. Brainstorming get started.

 

Look at tools, that suggest similar keywords, expand list of possibilities considerably. Get list of potential keywords, do a search volume metrics, see what demand is for those phrases. You’ll notice a handful of keywords get typed in thousands times, a whole lot more don’t get typed in as often.

 

These Phrases are more descriptive keywords or less common ones, these are known as long-tail Keywords.Long-tail keywords are useful. They let us go after larger amount of less competitive keywords, they are extremely relevant to our objectives. while there’s not a lot of search volume, they each do have some search volume.

 

 

Example: if selling iPhone cases, I start with keyword iPhone cases, gets typed into search engines a lot. It’s competitive; it’s going to be difficult to rank for. I might look at a long-tail keyword like “brown iPhone 5 cases”. It’s relevant, less competitive, easier to rank for at search volume.

 

Hundreds of long-tail keywords together have potential to get traffic. Add organization around keywords you’ve collected. Do this by identifying topics to group your keywords around, known as keyword categorization. Example: Create a group about brown iPhone cases, include all the different models of iPhone or Categorize by color.

 

No right or wrong way, find a way that works to manage these groups of keywords, optimize for them. Everyone searches differently, find data as you dig deeper.

 

Put yourself in the mindset of your customers, consider all options, evaluate keyword performance over time.

3 Responses so far.

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