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WEBSITE MARKETING

Get More Profit from the Traffic You Already Have
By: Ivan Strouchliak
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    2008-06-25

    Table of Contents:
  • Get More Profit from the Traffic You Already Have
  • Relevancy Starts With Proper Research
  • Performing Keyword Research To Increase Conversion Rates
  • How to Do Keyword Marketing Analysis
  • Keyword Research Tools

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    Get More Profit from the Traffic You Already Have - How to Do Keyword Marketing Analysis


    (Page 4 of 5 )

    You probably already have keyword lists, either for SEO or PPC. You can start with those. If not, simply brainstorm your main keywords. Now head out to keyword research tools (use as many as you can) and put in those keywords. Tools will generate related results.

    This is where the hard part starts. Go through the results with a critical eye and start spotting questions. Let’s take three keywords as an example from our research. The main keyword is “credit card.” Here are the results:

    • how to choose a credit card

    • credit card grace period

    • what to look for when choosing a credit card

    The above results indicate real questions people typed into search engines and keyword research tools gladly gave us those results. Go through all the results that keyword research tools generate for your terms and spot phrases that indicate questions and concerns your potential customer may have. Yours may not be as broad due to a smaller industry. Don’t be discouraged. If you sell widgets and spot short keyword phrases, such as “widget colors,” add it to your list. This keyword indicates that your customers are interested in different widget colors. You can research that phrase further and see what other results the keyword research tools bring.

    Another useful keyword marketing research trick is to use questions in front of your main keywords. For example, you’re in the business of selling engagement rings. Your main keyword is “engagement ring.” Add a “what” in front and make it ““what engagement ring.” Here’s what Google Keyword tool gave us for this phrase:

    • what to look for in an engagement ring

    • what is a good size engagement ring

    • what should i spend on an engagement ring

    As you can see, those are some good details. Use the following questions in front of your main keywords to mine information about your target market:

    • What

    • Why

    • Where

    • How

    • Who

    Copy keywords that indicate questions and concerns into a separate file. After you do research on various keyword tools, you will have vast intelligence on what your customers want and need to buy from you, rather than your competitors.

    Do not underestimate the power of this tactic. Brian Eisenberg, a brilliant marketer, presented carefully researched keyword data to an executive of a very respected corporation. The executive was so impressed that he thought Brian’s company did a multimillion-dollar survey into his customer base, but Brian’s company simply looked at keywords available to me, you, and anyone else.

    Next time we will discuss how to properly use this data on your website in order to increase your conversion rate.

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