You already know that you must first create a list of potential keywords. Brainstorming and asking
customers are two ways to build that list. You can also include all of the keywords that are suggested
by keyword suggestion tools, and you might even consider pulling out a thesaurus to find
additional words and phrases that you haven’t considered. Come up with enough words to cover
all the services your site offers and avoid broad or generic terms that are so all-encompassing they
apply to every site that’s even remotely related to yours. These words are incredibly difficult to rank
high with and won’t drive quality traffic to your site. Instead, focus on words that are relevant but
not overly used, and always keep your eyes open for those words that are very specific but highly
targeted to your site or offerings.
When creating your first keyword list, include all of the words that you can come up with. This
part of selecting your keywords and phrases is actually easy. You can include everything and don’t
have to worry about the quality of what you’re including until later. Unfortunately, because it is so
easy to create this first list, many people make the assumption that PPC marketing is easy. This first
step may be, but it does get much harder as you research and qualify words and phrases and then
work those words and phrases into PPC marketing programs.
Keywords and phrases will need constant revision, so you should always be creating that “first”
keyword list. Keep a running list of words that will apply to your site. Each time something is
changed on the site, or something changes in the field that you’re in, you’ll have to go through all
of these steps again. If you are not constantly testing, analyzing, adding to, and removing nonperforming
keywords and phrases as appropriate, you’ll find that PPC programs that worked really
well in the beginning lose effectiveness over time.
You’d better believe that your competition will be constantly monitoring and revising their keyword
and PPC strategies. And if you’re not regularly taking advantage of all your keyword resources, you
might as well hand over your customer lists to your competition, because they’re going to end up
with all of your customers anyway.
Keywords are what draw potential customers to your web site. These potential customers are
either visitors who are ready to buy now or they’re browsers whom you can motivate into making
a purchase or reaching a goal conversion that you’ve established. So remember that when you’re
building your initial keyword list, you’re using a little educated guessing to get started in reaching
highly qualified site visitors. Later, you can rely on specific keyword-related tools and analysis to
replace your educated guesses with more concrete keywords and phrases that will help you reach
your goals.
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