eywords are all the buzz that you want to find a doctor in
these days, but the your specific area and for your
migration of keywords from focused needs. If, as the doctor,
what they were a year or two you used the keyword “doctor”
years ago to where they are now you’d end up with a mishmash of
is a different thing altogether. traffic to your site and, if you
Authors, entrepreneurs and were using these keywords for
business owners know they need articles or press releases,
keywords in their web site, in neither of those would bring up
their press releases and in their much in the search engines.
articles but they don’t often
know how to find these keywords Why keywords?
or what the best keywords are to
use. The long tail has really forced
us to dig further into our
When your web designer says to markets than ever before. In fact
you: “Pick your keywords for your research has shown that
web site” the first thing you regardless of the type of search
think of are the root or “gut someone is conducting, a consumer
feel” keywords. These are almost who uses focused, finite language
always wrong. Why? Let’s dig into is much more likely to buy than a
this further and find out. search based on “gut feel” words.
Let me give you an example.
Let’s say you’re looking for a
doctor. Are you going to go Let’s say you’re looking for a
online and search for the red car, you want a new car and
keyword: “Doctor” Doubtful. it has to be red. On a fluke you
You’ll probably go online and think: “Hey, Lexus makes a nice
search for doctor + internal ride, let me see what comes up
medicine + San Diego, meaning when I do a quick search.” So you
plug in the keywords: red + see what search terms come to
Lexus, what do you find? A mind when they think of your
hodgepodge of sites related to book, message, or product (to get
everything from the Lexus that more “buy in” to this survey,
someone is trying to sell on eBay offer them a freebie if they do
to the guy so in love with his it).
car he’s created a MySpace page
about it. Other ways to gain access to
keywords are keyword search tools
Chances are it doesn’t really like Wordtracker and Overture.
matter because you weren’t that Both of these sites have a
interested in the red car to learning curve and Wordtracker
begin with. But if you search on does have a monthly fee (but if
more finite terms, let’s say red you have all your data together
+ Lexus + 4WD + sunroof, now they offer a free one day trial
we’re talking a consumer who is that might get you started). But
95% closer to a buy than the guy buyer beware! According to AME’s
Googling “red + Lexus”. In order keyword expert, Susan Gilbert:
for you to find your audience in “If you go to the maze of traffic and the href="http://inventory.overture.c
enormity of messages online, om"
you’ll need to get very, very title="http://inventory.overture.
focused. com" target="_blank"> color="#001000"
Getting clear, getting focused size="-2">http://inventory.overtu
re.com and type in
So how can you get focused? Well your keyword, you will get the
first, why not try surveying your results from search in Yahoo for
customers or readers? Ask them to that term only for the prior
fill in a quick little survey and month.
get you much ranking. Why? Well
"However, these numbers are not everyone in this market is using
accurate.(Every time someone this same word, but if you dig
types a keyword into yahoo for even further into this market
SEO purposes, it counts as a you’ll find that the search term:
search). Search numbers are only “Lose weight fast” is getting a
part of the equation, however. lot of searches but very few
You have to evaluate the returns. When that’s the case
"results" aspect (how many pages those are the keywords you want
of information are available in to zero in on.
that search engine for that
term). It's finding the perfect So how do you know if your
relationship between a keyword keywords are working? Test them.
that has enough searches with You’ll see very quickly if
low(er) competition that will they’re working or if they’re too
tell you the best keyword terms general to matter. Sometimes the
for your purpose.” only way you can find out is if
you test, test, test. Web 2.0
As you’re navigating through a strategies are always growing,
site like Overture, they key is building and changing. And
to look for supply vs. demand. speaking of changing, you might
Ideally you want a keyword that’s wonder how long keywords will
being searched on that doesn’t last. Well, that depends.
have a ton of supply. Let’s take According to Gilbert: “Keywords
the diet industry as an example, could work for months or years.
if you’re trying to promote your There's no telling because the
message of diet and healthy WWW is constantly filled with new
living, using the word “diet” in sites and new information. Use
your article, press release or the keywords immediately, and for
web site keywords probably won’t as long as you are getting
results.” The key with keywords is to
understand that the more focused
Once you finalize your keywords you can get, the better your
you’ll want to use them, but not results will be. Yes, it’s a lot
overuse them. I’d recommend using of work but the benefits can be
your keywords in the article or enormous and like anything on the
press release title, then once in ‘Net, it’s growing and changing
the first paragraph and once in and if you can adapt and learn,
the last paragraph. This will tie you can grow your campaigns and
in your words nicely without your success!
overusing them.
About the Author:
Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a book marketing and media relations expert whose company has developed some of the most cutting-edge book marketing campaigns. Visit AME
Read more articles by:
Penny Sansevieri
Article Source: www.iSnare.com 
