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Google Adwords PPC Keyword Article
Archived Article
September 2007
How To Build
Huge Keyword Lists
By Paul
Goodwyn
- Copyright © 2004-2009
I was talking
to a client several years ago and he wanted to see his PPC money making site
rank a little higher in the search engines. At first glance I discovered the
main keywords that would best describe his site were no where to be found in the
content of the site.
It was highly unlikely that any one searching for his product would ever see it.
How could this happen? Well it is easily done, as most sites are build without
any regard for how search engines will look at them. Most designers have very
little search engine background knowledge and often simply guess what keywords
to use.
This article
will try to avoid the problem by examining how to pick keywords that are
applicable to your potential customers and how to find the keywords visitors are
using to find your product.
How Search Engines Find A Page
When a word is typed into a search engine the search engine looks through its
index for the word typed in. That word is called a keyword or if it contains
several words a key phrase.
Search engines follow the subsequent process when looking for a page to display:
1. Looks for web pages that contain the exact phrase being searched for.
2. Looks for web pages that contain the phrase being searched for but
not perhaps adjacent to one another.
3. Looks for web pages that contain the words in the phrase but not in any
particular order.
4. Any web pages with the search terms anywhere on the web page.
5. Web pages containing links pointing to the web page in which the link
text contains the searched for phrase.
6. Web pages containing the phrase that have links pointing to them
whose link text contains the words.
The process described above is an over-simplification of the complicated process
that does occur. When a decision is made to determine the final ranking order
that pages are shown in, the following considerations are made as well as
hundreds of highly protected criteria that the search engines don't want anyone
to know.
1. Heading text (<H> tags). Beginning with H1 then H2... and so on.
2. Bold text.
3. Italicized text.
4. Bulleted list.
5. Text larger than normal text size.
Selecting the right keywords is very important. If your keywords do not match
the product or content of your web page there will be no result. The old saying,
"You have to be in it to win it" applies well in this scenario, for if you don't
select the right keywords you may as well shut up shop. Ss, let's look at what
cab be done to fix the problem.
Building Your List
As pay per click marketing becomes more and more expensive and
competitive, it has become essential when building your keyword lists to focus on the
maximum number of phrases and their variations that a person conducting a search might enter into
a search engine.
The reason for this is because according to Amit Singhal, principal scientist at
Google, over fifty percent of the 200 million searches conducted each day have never been searched before. He also said: "When performing
a search most surfers give a 2-4 word query." These two points should give
you some clues as to how you should setup your keyword lists.
Following are the best recommended ways to build unique massive keyword lists
easily and quickly:
1. Visit your competitor's web pages and look in the title and meta tags.
2. Search for brand names in Google's Keyword Tool Box. This will return additional
keywords that searchers entered when using the brand name. You can also enter
regular keyword phrases and get related keyword phrases that have been searched
for within Google.
3. Look over your past customer testimonials, and see if there are any keywords
you can use. This strategy lets you get inside your customer's mind to produce
more market centric keywords.
4. Consider synonyms. A synonym is a word having the same or nearly the same
meaning as another word or other words in the language. Enter your keywords into
Roget's Thesaurus for a list of related synonyms. Also visit LexFN.
5. Think of singular and plurals keywords.
6. What about verbs? Example: ride, rode, ridden, ridding, rides.
7. Use hyphenation and variations. Example: off-shore, offshore, and off shore.
8. Consider domain names. Many people enter domain names into the search engines
rather than their browser address bar. Example: cnn.com. In July 2004 cnn.com
was searched 633677 times on Overture.
9. Get books on your subject and use the terms in the index and glossary to
grow your keyword lists.
10. Download a free copy of Weblog Expert Lite. Then ask your web host how to
download your raw stats files. Run them through the software and you will then
discover every possible keyword combination that surfers have used to find your
website.
11. Use WordTracker a third party keyword finder tool. What does WordTracker do?
It will help you find all keyword
combinations that bear any relation to your business or service - many of which
you might never have considered before. WordTracker is an essential tool to use.
12. Then go to the Overture Keyword Suggestion Tool. Enter in a keyword and
Overture returns all the prior month's searches that include your phrase. The
problem with the Overture tool is that it doesn't give you the exact way that
the search was entered. This is why it is essential to use a tool like Keyword
Tumbler (see # 18) to generate the maximum possible number of keyword
combinations that a user might enter a search phrase into the engines.
13. Use abbreviations and misspellings. A good misspelling tool is Search Spell.
Search Spell uses actual misspellings entered into the search engines.
14. Use acronyms. An acronym is a word formed from the initial letters of a
name. Example: due diligence becomes DD. A good acronym generator is Acronym
Finder.
15. Combine your keyword phrase into one word. Example: mud brick houses =
mudbrickhouses.
16. Use "space" and "+" with keywords.
Example:
mud+brick+houses
mudbrick+houses
17. Visit Crossword Compiler and download their demo software. Plug in your
keywords and discover a multitude of additional words.
18. Once you have your list compiled visit Keyword Tumbler and download the free
software. Put your keywords into a text file and then let Keyword Tumbler
generate multiple variations of each keyword phrase you have… instantly!
It does this simply by mixing the words in each phrase around. Example: "horses
for sale" generates a list like this...
horses for sale
horses sale for
for horses sale
for sale horses
sale horses for
sale for horses
19. Go to your local library. I find many keywords by going through
the "Table Of Contents" or "Index" for books on the subject of the products I
sell.
As Paul Goodwyn, author of The Adwords Navigator Manual said, at a seminar in
Australia, "Any combination of keywords and key phrases that can be typed into a
search engine will become a market."
The above methods are only some of the methods given in The Adwords
Navigator Manual. For a more detailed look at keyword management, as well as
advanced keyword use, go to the
Adwords Navigator website.
I hope you have found this advice useful. It's the exact same procedure I use
everyday when fighting the pay per click war.
For more information on learning how to cultivate visitors to buy your product
or service, or affiliate products, reduce costs, increase the volume of
highly targeted traffic to your website, and make money marketing the way professionals do,
click this link for more
information
http://www.adwordsnavigator.com/
Disclaimer: The content provided in this article is not
warranted or guaranteed by Adwords Navigator.com. It is intended
for educational purposes in order to introduce to the
reader key ideas, concepts, or product reviews. As such it is incumbent upon
the reader to employ real world tactics for security and implementation of best
practices. We are not liable for any negative consequences that may result from
implementing any information covered in this articles.
Paul Goodwyn's Google Adwords Marketing System
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