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Keyword
Selection
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The Importance of Keyword
Selection:
Finding the right
keywords or key phrases has to be the most important step in online
marketing for any business.
Bad keyword selection can destroy your
online advertising budget!
Get your
keyword selection right;
invest thousands in keyword optimisation (SEO) – Make lots of money.
Get your
keyword selection wrong; invest
thousands in keyword optimisation (SEO) – Shred lots of money.
It is
that simple!
Keyword selection done wrong
A few wrong ways that you could use to find best
keywords:
1. Choosing the wrong Tools to research and select keyword
(Controversial).
Some keyword search tools display misleading
information.
The #1 offender in our view is the Overture Keyword Assistant.
Use the UK Keyword Assistant, search for “Online
Marketing”, have a look at these results:
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Searches done
in October
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Search Term
Count
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Online marketing 12,534
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Online marketing strategy 717
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Internet marketing online 697
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Online marketing service 451
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UK online marketing 434
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Detailed results for online
marketing in this search
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12,534 Online Marketing!
Direct Traffic ranks between # 1 and # 2 for online marketing in
MSN.co.uk
Click here to check: Online
Marketing
With MSN and Yahoo! providing the most search referrals for
online marketing in the Overture network; it would be safe to assume
that online marketing would be a great keyword to use for in our
keyword selection. After reviewing the data from the keyword assistant
you may want to invest thousands into achieving top ranking for this
gold nugget of a keyword right? Wrong!
What do you mean wrong!
Getting all the MSN action for 12,534 online marketing searches a month
not worth investing loads of money into?
The answer is simple, people search nowhere near 12,534 times for the
keyword “online marketing”.
How do we know that?
Direct Traffic ranks between #1 and #2 for the keyword online marketing
in MSN.co.uk
How many search referrals do we get from MSN?
Between 1 - 3 per day (before publishing this)
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Direct Traffic
Key Phrase Server Stats
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Begin Date
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01/10/2005
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End Date
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31/10/2005
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Word
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Referral Count
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Online marketing
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54
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What is this # 1 MSN ranking worth?
If we generated keyword targeted traffic for £0.20 per visitor, it would
be worth about £40 per month.
Why does the “Keyword
Assistant” show 12,534 searches per month then?
Technical answer: Automated keyword based search engine queries
inflate keyword search counts.
In English: Software used in link
exchange campaigns; keyword rank tracking and keyword
selection tools are mostly to blame for misleading online advertisers,
doing keyword research.
Conclusion: Based on the results form the Keyword Assistant for
“online marketing” we could budget £2,506.80 per month for
that term and it should bring in great returns. In reality,
“traffic returns” on this # 1 position in MSN is as little
as £40 per month.
2. Choosing the wrong people to do
keyword research and selection:
Only using your technical team may get you some results, but it
might not feed your sales team with the right quality enquiries.
Therefore, use your marketing staff together with your technical SEO
staff to find your best keywords.
3. Choose the wrong online marketing company to do keyword
research and selection:
If you trust the wrong online marketing company to do keyword
research and selection for your business, you may find yourself
building on a false foundation.
If you use an online marketing company to do your keyword selection,
make sure that you are dealing with sharp marketers that understand
your business, it will be a very small investment, but worth every
penny.
Keyword selection done right
Use the right keyword checking tools.
Test keywords in PPC
search engines, before launching your internet marketing campaigns.
Use the right keyword checking people.
Get sharp marketers to help; only the best will do.
Keyword selection tools that can be trusted
The best keyword tools are actually inside pay per
click search engines like Google and Overture, but do not
use them without doing a keyword test in one of the pay per click
search engines to workout true (human) searches.
If you know of a good PPC (pay-per-click)
management company, they could help you to find and test the best
keywords.
If you need pros to do that for you, we would be happy to help out.
What should be your next step
in finding the right Keywords?
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Get someone that understands your
business in a marketing sense to suggest keywords what your potential
customers will use in the search engines.
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Use keywords suggestion tools to find
relating keywords to the list that you have.
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Test your keyword list to identify
the most valuable keywords and prioritise them according to the highest
volume of searches that each one receives.
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Test the value of your keyword list
by buying some traffic from Google AdWords (PPC)
with your target keywords.
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If you still feel like you need some
help, ask us to find and test your keywords for you.
We would love to help if we can, give us a call on 08006 121 360 or on 0442088791770 from outside the UK.
Direct Traffic Home
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