Keyphrase Research – The Key to SEO

By | October 21, 2019


So the key to Search Engine
Optimization, has to be your Keyphrase Research. And let me explain why. The whole
emphasis on Search Engine Optimization, is to get traffic to your website. But of
course, that traffic has to be the right kind of traffic. So we’re
targeting individual people, and those individual
people will use specific words to find you. Now imagine a
situation whereby, we have 10,000 people who search
for a Keyphrase that’s got absolutely nothing to do with
what you do. And they search for this every month, and we
manage to optimize your website for that Keyphrase. Now you
might get 10,000 people searching for that phrase, and you’ll get a percentage of that
10,000 people all clicking through to your website, but if it’s not related in any way to
what you do, what’s the chance of you actually
generating any business from any of those 10,000 people? And now when I say that the Keyphrase is not totally related, that’s fairly easy to understand. So you
probably don’t have a problem getting that concept, but what
I want to show you in this program is how you should take that a step
further and really focus on getting your Keyphrase Research really lazer targeted for effective results. So there are really two key numbers
that you need to look at in Keyphrase Research. First of all is the level of competition.
Now the level of competition is fairly easy to find. Choose your
desired Keyphrase, go into Google, have a search and find out how many results arrive. Okay, and as you find that you’ll find out what
your total competition is. So if I go into
Google and search for Web Design, whatever the number is of competing
pages or results that comes back, that tells me what my
total competition is. But what I’m really
looking for, is more “what is the strength of the
competition?” So now, grab that search and use speech
marks or inverted commas, either side of the phrase. What you’re doing
when you do this, by the way, is using an exact match search. So you’re telling Google, “Google I just want you to bring me back
the results with an exact match to what it is that I’ve just
searched for.” Now why that’s particularly useful in
Keyphrase Research, is you’re gonna start to see how many pages are optimized exactly for the phrase that you are intending to use. So the
first number is the number of competition, and I’ve just shown you how to search for that exact match and also for the total matched to that
term. While the level of competition shows you
the potential difficulty, of course what’s really important is the
amount of people looking for the search term that you’re
intending to use. And this is where you might find some
real sort of differences coming up in between what
you believe is a good phrase, and what the Google Keyword Tool will tell
you is a good phrase in terms of the number
of people searching. So let me just talk about the
Google Keyword Tool. Now, I’ve put up the address for you to go and have a look
and the basic principle is this: As you add in a search term, so a search phrase, Google will then suggest some others alongside that, but at the same
time it will tell you how many people search globally and locally. Now, before you get too carried away, locally
means the country that you are in. So if you’re making this search from the UK, then globally will probably mean all of
the English-speaking countries around the
world, because it’s certainly based on the English that you’ve typed in there, but if you’ve got the local search volume,
that’s going to be how many people in the UK, not necessarily in your local area. Now that you know the difference between
global and local searches, which number is relevant? Well, that’s quite simple. Where do you trade? If
you want to be found globally, for the service that you can provide
globally, then of course the global number is the
number that’s important to you. If you’re a local business, then probably
the national level is certainly a more clear indicator of what you might be able to
achieve, and you’ve gotta think how will that then
filtered down if I only supply a service within a small
geographic region? What you’ll see from the Google Keyword
Tool, is a list of other suggestions. So now what we’re
looking at is, what search phrases are used by how
many people each month? And this is the really
interesting exercise, because it might just be, that the phrase you thought about isn’t
the number one search term, but now this will enable you
to find one. Well then my tips for this is, start off with
something fairly generic and let Google do all of
the work for you in making other suggestions. So let me use an example so that I can show
you how this works in practice. Let’s assume that we want the Keyword for Pick Up Trucks. So, now what you are is, you’re a
Van Leasing Company or a Pick Up Leasing Company let’s say, and you want
to be number one for all of the phrases that will bring
people to your website, who want to lease a Pick Up Truck. So, you’re gonna start off with the Keyphrase, Pick Up Truck. Now that Keyphrase is a short tail Keyphrase. We have long tail and short
tail, and what they mean, is quite simple.
Something very specific, such as “Stationary” and is a short tail. “Office Stationary Supplier” starts
becoming a longer tail, “Office Stationery Supplier High
Wycombe” is an even longer tail. And as you become
more specific, you narrow down two things: One, you’ll
reduce the amount of people using that term obviously, but two, you actually get the people who
really could buy from you. So let’s step back for a second and use
our term “Pick Up Truck”. Now, under “Pick Up Truck”, what we might find is “Pick Up Truck
Models”. Okay, if we’ve got a variety of models
relating to Pick Up Trucks, different brands, different makes, different versions and therefore models of
different makes, is Pick Up Trucks or Pick Up Truck
models a good Keyphrase? You’d be right if you thought that they were good Keyphrases from the point of view that they’re
relevant to the target business. so the business that is able
to lease out those, but let’s just explore them a little bit
further. What I want you to do is think about who
uses these Keyphrases? And let’s go with that magic number
again, 10,000 people, so let’s assume that 10,000 people were searching for “Pick Up Truck Models” every month. Now what I’d encourage you to
do is write down every single person who might use that term within their search. And what
I mean in here is of course not their names, what I’m trying to put across is why might they look at that? Okay, let’s start giving you a few clues.
If I wanted to buy a Dinky Toy, that was that of a Pick Up Truck, would I use
the Keyphrase “Pick Up Truck Models”? And the answer is yes. But am I in the
market to lease a Pick Up Truck? And the answer then is no. Okay, what about if I I want to make a
model and paint it and maybe put in a motor and make a
remote-controlled Pick Up Truck, but I want to do it from a
kit form. Now would I also use the term Pick Up Truck
Models? And again the answer is yes. Now what about, maybe I want, you know,
pictures of models along side Pick Up Trucks. So these are models who go out and make
themselves look pretty all over Pick Up Trucks, would that also be a good Keyphrase if
that’s what I wanted to find? And once again the answer is yes, and the
picture that I’m trying to paint now is that, actually lots of people with
different requirements and different end games are going to use that term “Pick Up
Truck Models”. So if we take our original 10,000
people who wanted to search or do search using that term “Pick Up
Truck Models”, how many of them are relevant to our business if we do Pick Up Truck Leasing? And suddenly the numbers are reducing. And the only thing that we can do at
this point, is assume that for every different reason that you might
search for it, you divide that equally. In reality, 90% of all of those searches
might be for Pick Up Truck Leasing and they might be
looking at the different Models of Pick Up Trucks, but equally, it could just be 10%. So
we have to just divide them equally, that’s all we can do at this point. Suddenly what does that
10,000 look like? And it’s probably a lot lot
less. Now, what if I had “Pick Up Truck Leasing”, how many people will search for that per
month? And how does that divide? You know, if I
wanted now a model of a Pick Up Truck, would I have used the term Pick Up Truck
Leasing? Unlikely. What about if I wanted pictures of models who are looking
pretty alongside a Pick Up Truck? Unlikely too. What about kit forms? And we start getting really specific
with our Keyphrases. Now I know “Pick Up Truck Leasing” would be
obvious for that scenario, but quite often we come up with these
Keyphrases without doing some real human common sense checking of just who else might be using that Keyphrase. And when we do that it will lower down the
amount of potential sales that we’ll make. So, as a few exercises for you to do with Keyphrase Research, but what I want you
to think about is really being laser targeted. The whole objective is not to get
visitors to your website. It’s to get the right visitors to your
website so that they convert well.

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