Mistake Number Three: "Failing to Realize That Multi-Word Keyword Phrases Attract Customers!"
I can hear the groans now. "John, have you gone daft?".
Good. It worked. I've got your attention. Now, the language that I used in the headline above is close to what I'm going to discuss with you today.
Fact: Keywords come in all different shapes and sizes and are not all created equal. Today's lesson will cover a number of different forms that your keywords could take. And it is my belief (and practice) that you need to use almost any and every different form for your keywords and then test them all to find the "diamonds in the rough".
OK, let's get going.
Let's briefly discuss the 4 different forms of a keyword that AdWords recognizes. This discussion will have significant impact if you are using AdWords PPC campaigns in your advertising arsenal. We're only going to briefly mention this concept here. If you're using AdWords, you'll want to read a more complete discussion of this topic by visiting:
[http://www.YourKeyWordAssistant.com/AdwordsDefinitions.html]
Google defines the following keyword matching types:
1) Broad Match - your AdWords ad is shown whenever someone simply types in one or more keywords into their browser.
2) Phrase Match - Keywords surrounded with double quotes (i.e. "your keyword phrase")
3) Exact Match - Keywords surrounded with square brackets (i.e. [your keyword phrase])
4) Negative Match - A specific keyword where you do not want to display your ad (i.e. -free) An ad with -free as one of its keywords will not show if someone types "free adwords software" in their search.
The two I want to pay attention to are the Phrase Match and Exact Match. You want to display your ad or optimize your specific webpage to show in the natural search results when your customer types your keyword phrase.
The two I want to discuss are the Phrase Match and Exact Match. Let's say you want to display your ad or optimize your specific webpage to show in the natural search results when your customer types 'your keyword phrase' (without quotes).
And so you include an exact match keyword of [your keyword phrase] as an individual keyword in your AdWords campaign. Now you'll show up when a customer types your keyword phrase into their search. But to also show up when they type your keyword phrase in yellow or your keyword phrase in a different size you now need the Phrase Match version "your keyword phrase" as one of your keywords.
The thing to notice here is that Broad Match keywords can be single keywords as well as phrases of more than one word but, by definition, Phrase Match and Exact Match options are inherently multi-word phrases. It makes no sense whatsoever to include keyword, "keyword" and [keyword] as three separate keywords; all 3 forms of keyword mean exactly the same thing. However, multi-word keyword phrases can and do produce different results in the search engines.
Typing "software google adwords review" and "software review google adwords" (which are simply the same keyword phrase with the word order slightly rearranged) will produce similar but different results in the SERPs (Search Engine Results Pages).
Being the skilled keyword "guru in training" that you are, you quickly realize that you'll be able to take advantage of the slight variations in these results by targeting both of these phrases in your keyword research activities.
=================================================================
IMPORTANT HINT: When using the keywords uncovered by your research, it is important to know that generally multi-word keyword phrases are what you want to target in your marketing activities because:
People who type in single words are the tire-thumpers - they are (probably) not "buyers"!
These folks are probably just starting to surf the web and may or may not be looking to buy. However, someone typing "best prices on kick bikes in Australia" is probably going to be buying a kickbike in Australia. That makes sense, right?
People who type in multi-word keyword phrases are more apt to be the ones who are ready to take action. These are the folks who are ready to become your next customer. They are the folks from your niche market who are ready to buy. This is who you want to be attracting.
=================================================================
So remember, if you're trying to attract customers who are ready to buy, target multi-word keyword phrases in your Search Engine Optimization and/or your PPC advertising activities.
John Mann has been a full time affiliate marketer for over three years using Google Adwords and Yahoo PPC marketing on a regular basis. If you would like more information on Keywords Analyzer, his recommended PPC keyword research tool, visit http://www.MannMadeSoftware.com/Keywords-Analyzer.html
This post was made using the Auto Blogging Software from WebMagnates.org This line will not appear when posts are made after activating the software to full version.
No comments:
Post a Comment