{"id":763,"date":"2009-12-07T07:08:51","date_gmt":"2009-12-07T15:08:51","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=763"},"modified":"2009-12-07T07:08:51","modified_gmt":"2009-12-07T15:08:51","slug":"search-engine-marketing-secret-2-revealed-use-the-keyphrases-your-customers-use","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/search-engine-marketing-secret-2-revealed-use-the-keyphrases-your-customers-use\/","title":{"rendered":"Search Engine Marketing Secret #2 Revealed: Use the Keyphrases Your Customers Use"},"content":{"rendered":"

\"CanWelcome back to our ongoing series with The Search Guru, Leslie Caruthers.<\/a> Last month, Leslie outlined how important it was to focus on Search Engine Marketing from the very beginning of your web site project. \u00a0She also guided us through some easy ways to get on the same page with our developers. \u00a0This month, we’re focused on getting into our customers world.<\/em><\/p>\n

Before we launch into the second of the three secrets, take a moment to review our Search Engine Marketing Secret #1: <\/span><\/em>Build Your Site With Search Marketing in Mind<\/a>. \u00a0This is a great reminder that when you write for the web, you are actually writing for two audiences; the reader (most important) and the search engines. \u00a0To make sure you are walking the balance between the two, it’s important that you and your developers are on the same page.<\/p>\n

Now, let’s dive into the second secret!<\/p>\n

2. Identify the keyphrases (search terms) that your prospects use to find the products and services you offer and then use those keyphrases in your copy, aka keyphrase research.<\/strong><\/p>\n

This can be tricky for a lot of people in their business. You know too much. And then there\u2019s the jargon.<\/p>\n

The right keyphrases are customer focused, not industry focused. They aren\u2019t jargon. They come straight from your prospects and customers, not marketing or R&D. To successfully drive targeted traffic to your web site, you and your customer must speak the exact same language. Keyphrase research uncovers the phrases your prospects are typing into the search boxes on search engines.<\/p>\n

Think of terms that a customer would use to search for the information, products or services you offer. After you\u2019ve spent some time brainstorming and then brainstorming variations of those now look at your list. Pull any single-word keywords \u2013 those will be too competitive (almost always) and often too ambiguous.<\/p>\n

Consider the manufacturer of dinnerware that is certain his main keyphrase is China. Do a search in Google for China \u2013 what do you see? Yup \u2013 it\u2019s all about the country and it\u2019s WAY too competitive (631,000,000 pages are competing on that keyword!). \u201cLong tail\u201d keyphrases (phrases with 3 or more words) like \u201cKate Spade china\u201d or \u201creplacement Wedgewood china\u201d convert the best and you can win there.<\/p>\n

You are never too busy to make more money, right? Good keyphrase research can help generate cash in hand for your company. Search Engine Optimization is about being where your prospects are looking; keyphrase research tells you where they are looking. Skip this step and you are missing out on a huge opportunity. Everything else you do (copywriting, link building, buzz marketing, social media) builds off this step.<\/p>\n

And don\u2019t forget\u2026<\/strong> While it is critical to rank well with the search engines, you must never forget it is the human customer that matters \u2013 search engines don\u2019t buy your products, services or click on your advertisements; people do.<\/p>\n

Next month,<\/strong> we\u2019ll share the 3rd<\/sup> secret: quality links from related but non competing websites to your website and how to get them!<\/p>\n

This month\u2019s opportunities<\/strong>:<\/p>\n

Didn\u2019t take on last month\u2019s search marketing opportunities? Go back and start there \u2013 that\u2019s your best bet \u2013 then move up to this list after that.<\/p>\n

    \n
  1. Check out these keyphrase research tools:<\/li>\n<\/ol>\n
      \n
    1. \n
        \n
      1. Google AdWords free keyphrase research tool: https:\/\/AdWords.Google.com\/select\/KeywordToolExternal<\/a><\/li>\n
      2. WordTracker<\/a>, a subscription keyphrase research tool that is a standard in the Search Marketing industry. You can try the tool for free (and get a limited data set) or buy a day, week, month or year membership. Start small and buy and day and play!<\/li>\n
      3. KeyWord Discovery keyphrase research tool: http:\/\/www.KeyWordDiscovery.com<\/a> \u2013 great when your business is seasonal and you aren\u2019t within a few months of the season \u2013 this tool offers access to 12 months of data. <\/li>\n<\/ol>\n<\/li>\n<\/ol>\n
          \n
        1. Read more on keyphrase research<\/a> and the difference it will make for your business.<\/li>\n
        2. Bonus: read past blog posts: http:\/\/www.thesearchguru.com\/blog\/<\/a> and back issues of the newsletter here: http:\/\/www.thesearchguru.com\/email-archive.asp<\/a> to learn more.<\/li>\n
        3. Register for Google Analytics if you haven\u2019t yet: http:\/\/www.google.com\/analytics\/<\/a><\/li>\n
        4. Register for Google Webmaster Tools http:\/\/www.thesearchguru.com\/google-webmaster-tools.asp<\/a> if you haven\u2019t yet.<\/li>\n
        5. Read through the Search Marketing Terms Glossary<\/a> and catch up on basic terminology.<\/li>\n
        6. Burning question or comment? Email me at Results@TheSearchGuru.com<\/a>.<\/li>\n<\/ol>\n

          Leslie Carruthers is President of The Search Guru, a best practices full services Search Marketing firm creating breakthrough results for their clients since 2004. Leslie can be reached at 440-306-2418 or Results@TheSearchGuru.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

          Welcome back to our ongoing series with The Search Guru, Leslie Caruthers. Last month, Leslie outlined how important it was […]<\/p>\n","protected":false},"author":128,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[250,203],"tags":[599,720,769,770,429,771,772,773,774],"yoast_head":"\nSearch Engine Marketing Secret #2 Revealed: Use the Keyphrases Your Customers Use | QuestionPro<\/title>\n<meta name=\"description\" content=\"Welcome back to our ongoing series with The Search Guru, Leslie Caruthers. 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