Keywords for Profit: Maintain Your SEO Sanity

Words

5 Tips for Choosing Keywords to Attract Customers and Inspire Sales

If your webpages aren’t found, there’s no point in creating them. The way to ensure that they’re found is to give a little thought to keywords.

Don’t worry – a little research goes a long way; there’s no need to obsess. Search Engine Optimization (SEO) can drive you crazy if you allow it to. Remember, it’s as much an art as a science.

Mostly, keyword tools are free.

Spend 20 minutes or so once a month reviewing your keywords, and you’re done.

Here are some tips which will help.

1. Beat the competition with phrases, rather than single words.

I like to use Google Insights for Search for this.

Let’s look at an example.

In the image below, I did a search for “weight loss”. There are 11 MILLION searches for weight loss per month. How easy go you think it would be to be found for this keyword?

Impossible, is right.

It’s much easier to get found if you use a search phrase, which is related to weight loss (or whatever your keyword happens to be), but which has much less competition.

Go to the AdWords Keywords Tool, and do your search. Click the disclosure triangle at the bottom of your keyword, and you’ll find the link to Google Insight for Search, as you can see in the image below.

Insights

At the bottom of the Insights page, you’ll see “Rising Searches.”

In the image below, you’ll see Rising Searches for “weight loss” on the day I visited.

Breakout

You’ll have to tinker and brainstorm, but optimizing for a phrase you created using Insights is much better than trying to get a webpage found for a high-value keyword.

2. Track your keywords.

Whenever you’re working with keywords, keep notes. The easiest way to do this is to create a spreadsheet. Make sure that you include the date on which you did your research. Keywords age.

Keywords come and go in fashion. More to the point, remember that all keyword data is historical. No tool can tell you what people are searching for right now, or will be searching for a week from now.

3. Use your imagination to develop “new” keywords.

I like to visit forums related to keywords I’m researching, to see what words the forum members are using. You can find some wonderful high-value keywords which others are ignoring.

I also like to brainstorm, keeping the customers of the product I’m promoting – or the interest group for the information I’m sharing – in mind.

Someone once said that keywords reveal intentions. Your goal is to get conversions, using your keywords.

Keep a column in your spreadsheet for the results of your brainstorming session.

4. Optimize each webpage for just one or two keywords.

Forget “keyword density.” Pick ONE keyword per webpage, and use the phrase as naturally as you can. Search engines are getting smarter, so write for readers, rather than for the search engines.

5. Add low-volume keywords to pages judiciously.

In addition to optimizing for ONE keyword per webpage, use another couple of phrases you’ve found from your research.

Use them judiciously – that is, use them to increase the likelihood of making conversions.

Bonus tip: Revisit your webpages, and update keywords where necessary. For example, let’s say you’ve just read a press release announcing a product, which is related to your industry, which will be highly promoted – and for which customers will search. You can ride on the coattails of that new popular keyword by updating a webpage or two to include it.

Remember to do this judiciously – it must make sense for you to update your page with this new information.

6. (Bonus) Review your keywords once a month.

Nothing stays the same on the Web. Therefore, review your keywords occasionally. Keywords rise and fall away.

Use these tips. They’ll help you to maintain your SEO sanity, and will help you to get conversions from your webpages.

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Web Content: Write a Powerful About Page For Increased Traffic and Sales

What's on the About page of YOUR website?
What’s on the About page of YOUR website?

Your “About” page is the most powerful page on your website. Whenever a site visitor reaches your About page, he’s there for a reason. He’s interested in you. He may buy. Therefore, rather than ignoring your About page, make it powerful. Treat it as the valuable page which it is.

Your About Page Builds Credibility and Trust

Most businesses use their About page to give a potted version of the company history, or to do more selling. That’s not effective, nor is it appropriate.

Remember your visitor has arrived at your site for a reason. He’s accessing your About page because he’s serious. He wants to get acquainted. He’s wondering whether you can be trusted: he’s ready to trust you, but at this stage he doesn’t know you.

You can use your About page to build both credibility, and trust.

Here’s how to write a great About page.

1. Craft Your Positioning Statement First

Who’s your audience? You have a clearly defined audience for your product or service. You know these people, and you know how to speak to them.

Writing is talking, so if you haven’t created a positioning statement for your business, do that first. Your positioning statement ensures that you’re speaking to that segment of a market which is ready and willing to buy — once they trust you.

Crafting a positioning statement takes five minutes, and you must do it.

Take a sheet of paper, and briefly, write who your audience is, and how you help them. You should also include the ways in which you can’t help them. Once you’re clear in your own mind about this, draft your positioning statement in a few simple sentences.

Begin your statement with this phrase: “My perfect customer is…”

Although your positioning statement won’t appear anywhere on your website, it will inform every word on the site.

Think of your About page as an introduction to you, and to your business.

2. Imagine You’re Introducing Yourself to Someone

Imagine that you’re at a party. There are many people you don’t know.

When you’re introduced to someone, what do you say? You don’t blurt out a lengthy autobiography. You make small talk, and if you’re asked, you present a few salient points about yourself.

Your site’s visitors visit your About page because they want hear from you in your own voice: they want to become comfortable with you.

Create your About page as if you’re chatting with someone new.

Your About page needs to appeal to your audience and speak to their needs. So, it’s not all about you… you’re talking about yourself with the needs and desires of your visitors in mind.

Your aim is to connect with your site visitor; to help him to feel as if he knows you. If you connect with the visitor, he’ll remember you. Chances are that sooner or later he will buy from you.

I hope I’ve convinced you that your About page is the most important page on your website — and that you can write a powerful one.

Copywriter: Web Content That Sells

If you’re looking for a Web copywriter, you need someone who understands the Web.

Someone who:

* Knows you have just seconds to grab a visitor’s attention;

* Knows that search engine optimization (SEO) is part of the secret of online sales success (if you can’t get them to your site, you might as well not exist);

* Knows that you need to show site visitors why they should do business with you;

* Understands your business. (I make understanding your business and customers a priority, before I write a single word.)

Contact me, Angela Booth, for Web content that sells.

Consultations and quotes are free.

, and on Twitter: @angee

photo credit: swanky via photopin cc