|SMaRT - The Art of Finding the Best Keywords and
Key Terms for Your Online Promotion
The selection of keywords and key terms
for an online campaign is one of the most critical aspects of
launching an e-commerce or on-line service.
Since most people looking for a service or product
on the Internet will use a search engine like Google, Yahoo or MSN
(the three combine for over 80% of searches), a listing under the
right keyword is imperative.
But how can you be sure your listing will be
seen by web surfers? After all, most web surfers stop looking past
the top five pages of any search engine (and often less). And considering
that in some categories millions of websites compete for the same
keywords, the task seems daunting. However beware of quick solutions
offered by self-proclaimed web-gurus.*
The solution to a winning keyword strategy lies
in identifying the most popular keywords for any category of product
or service. But more importantly, the secret is identifying which
keywords are the most “efficient.” By “efficient” we
mean the keywords that will insure the best ranking, encounter the
least competition, and attract qualified visitors.
For example, Overture/Yahoo lists keywords based
on the number of searches performed during a given time period. While
this is a great tool for identifying the most popular keywords and
key terms, it is also a highly inefficient way to select a keyword
unless you have very deep pockets. In fact, choosing the most popular
keyword is not necessarily the best approach to promoting a product
or service online. For example, Yahoo and Google differ in their
rankings of keywords, sometimes in a very significant way. Furthermore
at any given time a search for keywords can result in a list of potential
keywords that is far too long for optimization purposes.
Another approach is the KEI or Keyword Efficiency
Index. The KEI is Sumantra Roy’s idea and is based on identifying
and categorizing the most efficient keywords. In a nutshell: The
KEI is a way to find keywords that are popular yet not frequently
used by competing websites. The KEI comes as a listing that compares
the top keywords found within any search criteria. The higher the
KEI, the more popular the keyword is, and the less competition there
is for this keyword. This in turn means a much better chance for
getting to the top of a search engine.
A simple illustration
of the KEI follows:
The initial keywords’ criteria in this instance
was “car” and then refined to “sale a car” and “buy
with using KEI comes in categories where keywords are highly competitive
and KEI is low or when a website is targeting a very specific audience.
For example, the keyword targeting car buyers who are looking to
buy a car online registers a dismal KEI rating of 1.9, a far cry
from the 44587.031 rating for “used car.” And while “used
car” is a highly popular and highly rated keyword, it’s
not specific. “Used car” could mean anything from repair
tips to price to information on how to
Differences in popularity indexes
from database to database (Google and Yahoo for example) make this
issue even more complicated.
The solution? ExecFocus.Net offers
a unique approach for identifying the best possible keywords.
First - We research
what we call the “Raw” keywords within any category.
The result is a number of small databases of keywords that relate
to the category we are researching. Combined, these databases can
amount to well over 200 keywords and key terms.
Second - Based on
our findings with the “Raw” keywords, we cross-reference
the databases obtained and identify the keywords and key terms
that repeat or show a pattern. At this juncture we may get down
to 30-50 keywords.
Third - We then
compare each keyword to five databases (including Google, Overture/Yahoo,
7 Searches) that represent 90% of searches to come up with the
most popular keywords across the Net.
Fourth - Based on
the popularity results that we obtain, we then run each keyword
through the KEI index to insure that we promote the most efficient
keywords. This is critical for new websites that will be competing
with well-established sites.
Fifth - We establish
a list of primary keywords consisting of 12-15 keywords and key
terms that we then utilize to promote the site via Meta Tags, content,
etc. We also establish a secondary list that will be used to “support” the
optimization effort. Note that for PPC management campaigns all
keywords are used but our approach allows us to focus on how to
* So-called web-gurus will have you
believe that they know the secret to being listed at the top of Google
or Yahoo. However, to date, most serious pros in this business have
never seen any tangible proof of these claims. Most of their claims
about increasing your web exposure lie in basic principles available
for free on the Net. To be blunt, these so-called web-gurus are nothing
more than charlatans or unscrupulous entrepreneurs feeding on the
hope and ignorance of website owners.
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