CMT Creative Marketing Keyword Tools
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, we'll give you nine ways to use keywords on your website.The list is not exhaustive invest the time and you are bound to come up withyour own innovative ideas. These nine suggestions will act as a stimulusand take you past the obvious and into the realm where you are reallyprofiting from your keyword research.
As CMT has grown and developed over the last three years, we've worked with many of our website customers and we've seen keyword research mature. Eight years ago keyword research was a tool to feed all sorts of tricks to fool' the search engines but those days are long gone, the old tricks don't work anymore, and the complexity and quality of today's search engine's algorithms mean that efforts invested in playing the game' rather than gaming the system' will pay dividends for business websites.
Keyword research is now recognized as a marketing tool tools to help marketers better understand customer behavior. The classic definition of marketing, "the management process responsible for identifying, anticipating and satisfying customers needs profitably" is as relevant today as it was when the theory and practice of marketing emerged as a business discipline from the 1920s onwards.Now, marketers have a terrific tool for engaging with customers the world wide web. Search engine tricks have gone but what remains is the need to engage with customers online and what better way to engage with customers than to use their language on your website.
Jerry Pollio Senior PartnerMaggie Ying Creative Directorwww.cmtmarketing.net
Introduction Using Keywords
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Using Keywords
The objective of a business website is to attract potential buyers and convertthem into paying customers. Relevant keywords allow you to fulfill this primary objective. They help you attract relevant traffic that want to buy the types of products you have tooffer.The more relevant keywords that you rank well for, the more business youwill do. So by constantly expanding your keyword lists, you expand the potentialmarket for your business.
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There are two fundamental ways of expanding your keyword lists: Long tail keywords that give you depth and allow you to dominate a particular market so, moving from chocolate' to chocolate gifts' to corporate chocolate gifts'. Related keywords that allow you to broaden the range of market sectors that you can target. So if, you're selling gourmet chocolate, you may find opportunities in related keywords such as truffles', fudge' or luxury foods'. Related keywords can make you aware of markets that you might now have considered.
So in building your online business, you need to make sure you have an effective sales process in place. Do that and you will have real benefit from expanding your keyword lists.You need to convert people who arrive at your website into paying customers.If you don't do that, then it doesn't matter how extensive you keyword research is, or how effective your optimization efforts are in drawing new visitors to your website. If you can't convert a visitor into a customer then your efforts will be doomed to failure.Only when you have got an effective sales process can you get the real benefitfrom expanding your keyword lists. And when you have that sales process in place, like any business you will want to expand. You could add new product lines, associated products andother ways to expand your potential income from each of the customers you attract.However, before you embark on the path of product development you need to be sure that you are getting maximum return from what you have already.___________________________________________________
Let's suppose you've got a website that performs well you get 100,000 unique visitors per month and you have a conversion rate of 3%. That equates to 3,000 paying customers per month. Not a bad business situationto be in. Now look at your log files. From these you see that 30% of your traffic comes from search engines. Dig a little deeper and you find that 80% ofthis comes from around 20 good keywords. Here's a quick calculation ofwhat this means: 30% of your traffic comes from search engines so that's 30,000unique visitors per month. 80% of these come from your top 20 keywords that's 24,000 per month. With a conversion rate of 3%, those 20 keywords bring you 720 paying customers every month. Now, if you could find another 20 keywords that perform just as well, then you could add another 720 customers, giving you a total of 3,720 customers per month an increase of 24% and if you could achieve this growth once, could you do it again?Of course the answer to that depends on the potential in your marketplace but the underlying principle is that good keywords will bring additional revenue to your website and you really can't get too many of them.
Here are four strategies to consider:1. Find out how your top keywords are used inside longer phrases.' Business telephone' also appears in business telephone system' and small business telephone system'.2. Look for related keywords for business telephone' related keywords are voiceover IP', VOIP phone systems' and internet telephony'.3. Rather than just concentrating on the top terms, look for value in the longer tail of keywords that may appear low, but still offer profitable opportunities.4. Look for niche or emerging markets that you might be able to identify before your competitors do.Keyword research is an ongoing process and you should always be addingto your keyword lists. As you learn more about the words your customersuse to search, you'll be in a better position to see and exploit new opportunities.
CMT Creative Marketing Keyword Tools
By: Jerry Pollio
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