Table of Contents |
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Chapter 1: Overview >>Read an Excerpt<< | 7 | |
Looking For The Not-So-Obvious | 8 | |
Criteria For Keywords |
8 | |
Chapter 2: The Importance of Search Engine Marketing | 10 | |
(Or .... “Why Words Matter So Much”) >>Read an Excerpt<< | ||
What The Experts Say | 11 | |
Side Comments: Know What’s Popular | 12 | |
Make Your Web Site Visible to Searchers | 13 | |
People Don’t “Surf,” They Target | 13 | |
Major Benefits of Keyword-based Search Engine Marketing | 14 | |
Two Facets of Search Engine Marketing | 16 | |
PPC Ads Magnify/Multiply Your Keyword Research | 17 | |
Keywords: The Foundation for SEM | 18 | |
Is This For Everyone? Am I Lost in the Crowd? | 19 | |
Keyword-based SEM is Important to All Sites | 19 | |
Billions and Billions Served .... But Not All of Them Compete With You | 20 | |
Side Comments: Google’s Zeitgeist |
23 | |
Chapter 3: How Search Engines Work: Why Words Matter >>Read an Excerpt<< | 25 | |
Search Engines vs. Directories | 25 | |
Directories: Edited by Humans | 26 | |
Hybrid Search Engines | 27 | |
The Three Elements of a Search Engine .... and How They Work | 27 | |
Element 1: The Spider | 29 | |
Element 2: The Index | 29 | |
Element 3: Search Engine Software |
29 | |
Chapter 4: The Principles in Choosing Keywords >>Read an Excerpt<< | 31 | |
The Six Basic Principles of Keyword Selection | 32 | |
Principle #1: Think relevance. (That’s all the search engines think about.) | 32 | |
Relevance Is The Name Of The Game | 33 | |
You Want Visitors Who Are Relevant to Your Site | 33 | |
Use Relevance To Your Advantage | 33 | |
Keyword Variety Is OK; Just Stay Relevant | 34 | |
Principle #2: Think like your customer/searcher. Anticipate their search patterns & intercept them. | 34 | |
People Take The Path Which Is Most Natural | 35 | |
What Paths Do Your Searchers Follow? | 36 | |
Wanting To Be Near That Special Someone | 36 | |
Anticipate Search Patterns, Then Intercept Your Searchers | 37 | |
Side Comments: “Go to where the puck is going” | 38 | |
Other Analogies: Advertising, Fishing, In The Spotlight | 38 | |
Search Terms May Change Throughout a Buying Cycle | 39 | |
Different Pages Catch Different Keywords | 40 | |
Principle #3: Use keyword phrases, not individual keywords. | 40 | |
Addressing Natural Patterns | 41 | |
Applying Our Instincts to Search Engines | 42 | |
The Searcher’s Thought Process | 42 | |
Specific Phrases Bring Searcher & Site Together | 43 | |
Example: Moving From The General To The Specific | 44 | |
Using Longer Compound Phrases | 45 | |
Word Order Matters | 46 | |
Putting Search Phrases in Quotation Marks | 46 | |
The Odds Are Against Single-word Searches | 47 | |
Some Words Are Too Popular or Generic | 48 | |
One Word, Multiple Meanings | 49 | |
Use Phrases To Target Your Relevant Audience | 50 | |
Principle #4: To form keyword phrases, use qualifiers to target your audience. | 52 | |
Turning Away Traffic | 53 | |
Additional Qualifiers Give a Tighter Focus | 54 | |
Higher-Qualified Visitors = Higher Conversion Rate | 56 | |
Describing Your Niche | 57 | |
Principle #5: Choose real-world phrases which people actually use and which logically relate to your site content. | 58 | |
Other Thoughts | 59 | |
Principle #6: Cast a wide net. |
60 | |
Chapter 5: The Process of Choosing Keywords >>Read an Excerpt<< | 62 | |
Make this YOUR Process | 63 | |
“Step One” | 64 | |
Remember the Six Principles | 64 | |
Objective: Find Each Other | 66 | |
Two-Step Process: Gather, Sift | 66 | |
Move From General to Specific | 66 | |
Both an Art and a Science | 67 | |
Look for Related Concepts | 67 | |
Words in High Demand, Low Supply, and Relevant | 67 | |
The Sources | 69 | |
For Starters .... What Comes To Mind? | 70 | |
Ask Other People For Ideas | 73 | |
Published Resources | 74 | |
Explore Online Resources | 76 | |
Side Comments: Spotting Top-ranking “Competitors” | 77 | |
Use Lateral Thinking To Find Related Concepts | 78 | |
Side Comments: Would you like bananas with that? | 82 | |
Use Lateral Thinking To Explore Word Families & Variations | 83 | |
Other Uses of Lateral Thinking | 86 | |
Screen for Keyword Popularity and Competition | 88 | |
Measuring The Demand For Keywords and The Supply of Matching Pages | 89 | |
Drawing Conclusions: Which Terms To Use | 92 | |
Use for SEO, PPC, or Both? |
94 | |
Chapter 6: The Tools for Choosing Keywords >>Read an Excerpt<< | 96 | |
Wordtracker | 97 | |
Overture and Google AdWords | 98 | |
Lexical Freenet | 102 | |
Thesauri | 106 | |
SearchSpell | 107 | |
Researching Web Logs: How Are People Finding You Now? | 108 | |
Moving from the Practical to the Curious | 110 | |
Search Voyeur Sites | 110 | |
Search Trends |
113 | |
Chapter 7: Example: Building a Keyword List >>Read an Excerpt<< | 115 | |
Sample Case: Water Feature Design Firm | 115 | |
Stay Focused | 117 | |
Initial Brainstorming | 117 | |
From the Business Description | 119 | |
From Internal Brainstorming | 120 | |
What Is A Good Match To Our Business? | 122 | |
From Marketing Materials | 123 | |
From Lexical FreeNet | 125 | |
What’s Useful, What’s Not? | 125 | |
Other Idea-Generators | 126 | |
Overture & Google AdWords Suggestion Tools | 127 | |
Wordtracker’s Variety | 129 | |
Building a Big List of Candidates | 131 | |
Looking at the Totals | 134 | |
Other Observations From the Wordtracker List | 134 | |
There You Have It | 136 | |
Also see sample pages from The Handbook of Keyword Selection |
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© 2003 Charles K. Britnell |