Keywords: the starting point
The core to build from is: keywords
At its source; the internet is still running a bunch of on/off switches (binary). Search Engines today use assumptive search algorithms, and if you know (and use) the key words and phrases that people have been searching for (based on the actual internet history of usage); there’s a good chance some of those people will search for those words again; and when they do… search engines will think that some of the people who are searching (for those keyword terms) – are looking for you. It works (despite design confusion) because of economy of scale.
Use two paths to come up with your Keyword list
- Human: Think up the words that you would use to search. (worksheets follow)
- Computer: View the actual phrases that are being searched. (guide also follows)
Define: Website Authority (aka. Link Juice)
Website Authority: the authority that search engines give to a link, because it is coming from a website that internet history shows to be considered an authority on a certain topic. EXERCISES: Use keywords each time you create a link back to your website or social media (preferably from a website with authority).
Here are the pieces of the Website Authority mechanism:
- Search engines count each link on the internet as a vote (for the website the link opens)
- Some websites (of course) have more authority/clout/juice/powerful ranking authority given to their content than other sites
- The more authority the page with the link has (on the topic), the more credits/rank/position the search engines will give to the website on the other side of a link
- If you are able to connect the primary keywords for the:
- Pages with the link
- The text in the link, and
- The page opened up when you click the link… it’s a trifecta (that’s a good thing)
Computer Work: How do you find those keywords?
There are many companies and websites that are devoted specifically to keyword selection. You can hire someone to build a list, or run a search for keyword selection websites and tools. Select a list based on: topic, like minded websites, or industries that you are targeting. Two to three words in length with little competition and lots of local searches are great keywords to start using.
Start with a quick brainstorming session:
List the top phrases that you would use to search for your business…
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Keyword Creation worksheet
Pick a specific product or service; what would people search if they were buying your widget:
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Pick your most respected competitor; what would people search if they were looking for them:
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Considering the pain your business resolves (why people give you money); what would people search if they were looking to have that pain remedied:
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Pick the top words from the previous page and look them up on thesaurus.com; what synonyms (or search word ideas) come from reviewing those words:
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Think of the slang that people use when referencing your industry; what might people search:
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Pull ideas off Google Keyword Generator
The best free tool at this point is from Google: https://adwords.google.com/KeywordPlanner
- Log in
- Click “Tools” and then “Keyword Planner”
- There are three options to choose from, under the “find new keywords” header – these are not options. These are 3 steps to a new keyword list. Complete all of them.
- Search by Phrase, Website or Category
- Filter the list
- Add search terms that have been searched recently (that I didn’t think of)
3 steps to a new keyword list. (in Keyword Planner click the “?” to define each piece)
- Search by Phrase, Website or Category
Name used by Google “Search for new keywords using a phrase, website or category”
- Once you have the list created – download the list (select all & click download button)
- Filter the list
Name used by Google “Get search volume data and trends”
- Upload the file you just downloaded (option 2)
- Use the filter “negative keywords”. These are the words that you want filtered out. EXAMPLE: if you add “free” to a search phrase as a negative search keyword, you’re telling the search engine that you don’t want keywords for people who are searching for “free”
- Once you have the list created – download the list (select all & click download button)
- Add search terms that have been searched recently (that I didn’t think of) This is a little tricky;
Name used by Google “Multiple keyword lists to get new keywords”
- Add the keywords that you downloaded in one of the boxes (copy/paste and edit)
- Add the keywords that you created using the “Keyword Creation worksheet” in a box
- Add negative keywords/targeting.
- Once you have the list created – download the list (select all & click download button)
Keyword Planner instructions available at: https://support.google.com/adwords/answer/3114286
Google help center homepage: https://support.google.com/partners#topic=3110975
Example of a working keyword list
| Keyword (by relevance) | Avg. monthly searches | Competition | Avg. CPC | Ad impr. share | |
| bing | 13,600,000 | Low | $0.21 | 0% | ACCOUNT |
| adwords | 1,830,000 | Low | $0.26 | 0% | ACCOUNT |
| adsense | 1,830,000 | Low | $0.05 | 0% | ACCOUNT |
| google adwords | 1,000,000 | Low | $0.29 | 0% | ACCOUNT |
| bing translator | 673,000 | Low | $1.42 | 0% | ACCOUNT |
| google adsense | 673,000 | Low | $0.05 | 0% | ACCOUNT |
| entrepreneur | 368,000 | Low | $1.08 | 0% | ACCOUNT |
| ads | 246,000 | Low | $0.87 | 0% | ACCOUNT |
| social network | 165,000 | Low | $1.23 | 0% | ACCOUNT |
THIS AND OTHER KEYWORD TOOLS TELL YOU WHERE YOU START… DON’T “PUT THE CART BEFORE THE HORSE” … GET YOUR LIST OF KEYWORDS AND USE THEM.