FACT: 93% of Online Consumers Search Local Services and Products via the Internet?
FACT: 74.5% of Australians enjoy quality, high-speed Internet access?
FACT: Millions of Australians carry Internet access with them – that’s potential access to your business details – every hour of the day through technologies such as Mobiles, Blackberry’s and iPhone’s?
Not only that, after email, consumers searching online for locally available goods and services are the second most popular use of the Internet? As you’d know when people go online to find information they’ll type in a search term into a search engine such as Google. Google will then display the most relevant content along with some paid targeted advertising.
These search terms or “keywords” are what drive the internet. For your business you can think of these search terms as lottery tickets because when you find the best search terms your business will be a winner.
Customers searching online use two search methods, defined as ‘Discovery’ and ‘Recovery’.
Those using the ‘Discovery’ method invariably have a problem they are trying to solve. Perhaps the fridge has broken down and they may be looking for ‘fridge repairs’, ‘second hand fridges’ or ‘new fridges’, ‘fridge retailers’ or even ‘best deal on fridges’. The ‘Recovery’ method is when people know your business name or specific product/s names and they are ready to do business.
Recovery search terms contain actual data such as your business name, the specific brands you carry, the make and model numbers, even price ranges.
When you have identified the most popular search terms, you’ll have many more options and opportunities to attract your targeted customers.
You then have the option to provide them with the type of information or services they are searching for. This direct search and recovery method is far more powerful than Yellow Pages or any newspaper advertisement. In fact, you can create strategies for search terms to meet any stage of the information gathering and buying cycle – though maximizing your search terms for the ‘buying’ cycle is advisable.
So where do you find your FREE tool to gather this critical search data – Google! Simply go tohttp://adwords.google.com/select/KeywordToolExternal and you’re there.
Now that you have your keyword data tool, what do you do with it?
The program is easy to use and will prompt you as you go.
First you enter a phrase you judge your customers may be searching for. Google then gives you actual data on how many are searching for that term and also includes dozens of other similar terms that customers are actually typing in for their search.
By only thinking of one option, the Google search tool will provide you with dozens, sometimes hundreds, of other options you can choose to work with plus the number of searches for each term – brilliant!
You then go on to enter as many phrases as you judge to be relevant for your business and continue to receive additional options from Google.
To get the maximum benefit from this tool, just take these points into account:
- Write down a list of the areas where you do business – suburbs, cities and/or regions, states, area codes where your customers live or cities and regions where you would like your customers to come from.
- If you have a product or range of products, first establish a comprehensive list including brands, model numbers etc.
- Write down a list of action words that relate to your service or products, for example solve, stop, repair, fix, prevent, order, purchase, buy and others.
- When compiling your list of relevant keywords, also make a list of keywords that are not strictly relevant to your particular business – also known as ‘negative keywords’. The most common negative keyword is “free”. We’ll show you how to use negative key words later.
- You can’t choose every single search term, some have too few searches to be viable, so only list those which bring in over 500 searches each month.
- Identify and mark off the top 10 search terms or keywords. Go to Google and conduct your own search using those terms. On your results page, identify the top three websites. Go to each of those websites and then at the top of your browser click “view” and then click “source”. That should open in a new window showing a lot of code. Near the top of the code look for something that says “keywords”. When you find that you’ll find the keywords or search terms that your competitors think are the most appropriate for their website. Add these to your list if you haven’t already got them.
- Ok – got your list. The most popular keywords and the ones most applicable are the words you will use for your website. They will go in your meta description, your title tag, H1 tags, page URL, link text etcetera. Don’t stress if you have no idea what I just said. Double check with the person doing your website and they’ll make sure that your website is set up correctly and help you understand.
- Apart from making sure your website is set up correctly with these keywords you can also advertise with them and I’ll explain how soon.
Video – Keyword Research
In this video you’ll learn how to find out exactly what your customers are searching for online. When you know what they want you can step in front of them and offer your service. This is fun and you’ll probably get insights into your customers that you didn’t know.