Feature Article: How to Find the Keywords that Sell Better Than A Used Car Salesman
By David C. Chase
I have spent years doing search engine
optimization; I have clients in some of the most
competitive markets on the web. I'm talking
hundreds of millions of directly competing
pages. The core of my success is the detail,
and care I put into my keyword research.
Here is my technique:
Ok, so you got a whole bunch of keywords now?
(If you've read my last article: How
to Conquer Your Competition by Creating a Killer
Keyword List then you would know the
significance of this step) So now what? What do
you do with your exhaustive list of thousands of
keywords? Filter your list to the keywords that
the most sales:
I'm sure you've been told and have even beaten
over the head with this quote: "The longer the
keyword phrase the more targeted it usually is,
and the higher it will convert". Yet it baffles
me how many times people still overlook this.
If you want to spend a year targeting keywords
that get bazillions of searches go right ahead,
I'll spend a dedicated month getting a top
ranking for a longer more targeted phrase. I
tend to get the highest conversions from keyword
phrases 3-5 words long, but it all varies on the
site and market.
Please don't do what everybody else does and use
KEI (Keyword Effectiveness Index) as the
be-all-end-all solution to keyword research.
You'll simply be doing yourself an incredible
disservice as that data is not very accurate.
So what is the million dollar secret to finding
the keyword in your market that convert the most
sales? It's simple: run a massive Adwords
Google Adwords is a very efficient and
inexpensive way to find the keywords that
convert the highest possible sales. Create an
Adwords account (as the other pay-per-click
options don't come close to the accuracy or
tracking Google offers).
Place all of the keywords you accumulated in
your market into a single AdGroup (there are
better ways of grouping your ads but its
irrelevant in the context of this article). Bid
high enough to have a top 8 listing for every
word (this will ensure many impressions).
Also, be sure to integrate the "conversion
tool", under the "Tools" tab in your Adwords
campaign. Simply paste the bar of code Google
gives you on the "thank you" page of the
targeted site. This will give you the
conversion numbers and ratios that make this
technique work. After a few good weeks of
impressions you should have a large enough
sample to know EXACTLY what keywords are
converting at the highest percentage.
Note: Don't be afraid to spend the ten or so
dollars on your pay per click campaign, the
information this technique reveals is worth
Jot down the keywords that converted at the
highest percent, you can find out what to do
with this smaller list by reading my article: Are
You Making this Million Dollar Mistake When
Choosing Your Keywords? you now have an edge
on 99% of the competition in your market.
About the Author
David Chase is a professional SEO Consultant.
You can subscribe to his free mini email course
7 Simple, yet Wildly Successful Strategies for
SEO or visit his blog David
Chase SEO for other facts, myths, and secrets
you should know about SEO.
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Enter our Funny Photo Caption Competition
Got a funny caption for the photo above? Submit
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"Ah, here's that quote I was looking for:
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Have a great day!
What a tough month! First we lose
Pluto as a planet and now we lose Danny
Sullivan from Search
Engine Watch and Search
Engine Strategies Conferences. I'm not sure
which news event is having the biggest impact
You read right, the founder of the search
industry, Danny Sullivan, has announced
he is leaving SEW and SES when his contract
expires at the end of the year due to
irreconcilable differences between himself and
Incisive Media (owners of Jupiter Media and the
SEW and SES brands) regarding his contract renewal.
Seems Incisive Media have been holding out a
holographic carrot to Danny for some time now
and he's tired of chasing it. The news has got
search underworld gossiping about what
Danny's going to do next and how this might
impact the future of the industry. That's what I
call influence! Here's to you, Mr Sullivan...
As for this month's newsletter, I've often said
that keyword research is the most critical step
in determining the success or failure of a SEO
or SEM campaign.
This issue's feature article by David Chase
looks at a unique and inexpensive way to conduct
SEO keyword research that avoids the hit and
miss of traditional methods. By creating a
large-scale Google AdWords pay-per-click
campaign and watching the impressions and
conversions produced by each keyword, David
claims you can pinpoint exactly which keywords
are going to convert on your web site and which
will be a waste of time.
Enjoy this issue and remember to visit the daily
Search Engine Advice Column to check out
my answers to frequently asked search engine
questions or submit one of your own.
Till next time - wishing you clicks and
|FAQ1: How do I get the right type of Google ads to come up on my site?|
How do I get the right types of Google ads to
come up on my site? I am getting a lot of
weather ads on my home page that have nothing to
do with the content on my site.
You need to optimize the content of your pages
so they contain more keywords and phrases
related to the type of ads you want triggered.
For example, if you had a page about blue suede
shoes but had more text on the page talking
about athlete's foot, then ads about the latter
topic would be triggered.
Your home page has an article talking about
warmer temperatures and then you have links to
Colorado weather, so the AdWords bot has assumed
your page is mostly about weather and ads have
been triggered accordingly. Try to theme your
articles so they are about topics you want to
see reflected in your ads. Also, try to use
keywords within your articles, especially in the
first paragraph that is usually featured on your
|FAQ2: Why have my SEO efforts pushed my Google rankings down?|
First of all, I wish to express my gratitude to
you for taking time to answer all the various
SEO questions raised. I have picked up a lot of
quick tips through your blog, you're really a
darling, thank you.
As I have started experimenting with SEO just a
few months back, I have been trying to optimize
www.psoriasisandskinclinic.com for quite some
time now. It is a website promoting and selling
natural remedies to treat Skin Problems (eg.
Psoriasis) and it's a very competitive market. I
started off by improving the usability of the
site and its exposure. I have also included it
in several PPC sites and trying to increase its
However, recently I realized that instead of
going up the generic rankings in Google, it
actually fell and till now I can't find any
listings in the first 5 pages of Google search
result at all if I type in several important
Please Kalena, give me some advice as to what am
I doing wrong or what can I do to improve the
situation. Much appreciated. Thank you.
Thanks for the blog back-slap, I appreciate it!
Regarding your site, you don't mention how new
it is to the Internet. Judging by your very low
Google Toolbar PageRank score and lack of listed
backward links, I am assuming the site is under
9 months old. If I'm right, the site is
undoubtedly still experiencing Google's
aging delay for new sites and there's
nothing to worry about. It's very common to see
your site appear in the Google SERPs and then
disappear for months.
Yahoo is showing at least 15
incoming links pointing to your site, so
your link efforts appear to be working. You
simply need to wait for Google to catch up.
|FAQ3: Why does my site rank well on other engines but not on Google?|
I have a website http://www.sawestcoasttourism.com/
I am not able to get this site to rank any where
decent on Google.
My primary search term is South African West
Coast under that term I am ranked No.1 on MSN
No. 10 on Yahoo ands No.13 on Dogpile On Google
I am no where to be found.
I have followed every guideline provided by
Google and as many SEO Forums as I can read but
nothing works. I have not transgressed any of
the Google No-No's as far as I know .
I am desperate as my whole business depends on
this site more and more.
Kalena - please help!
I've reviewed your site and here's what I've found:
1) Your site has a Google Toolbar PageRank of 2
out of 10, which either means your site has not
been online long enough to build up link
popularity, or it may have been given a manual
penalty of some kind (doubtful).
2) Your site has 9 backward links showing in
Google (other sites pointing to it), but this is
misleading as Google doesn't generally show all
backlinks pointing to sites, especially on sites
with a PageRank of 3 or below.
3) Your Title Attribute and META Description tag
are not well optimized for peak search engine
performance. They could benefit from a complete
overhaul by a professional SEO company or you
could overhaul them yourself by following basic
SEO principles. If you want to learn these
principles quickly, I highly recommend taking up
Starter Course at Search Engine College.
You could also look at the HTML code of some of
your competitor's sites and follow their lead in
terms of Title and META tags.
4) Your HTML code is filled with unsupported and
non-existent META tags such as < name="robots"
content="revisit after 2 days">. These tags are not
supported by search engines and are simply
taking up valuable indexing space in your HTML
code that would be better utilized by body text.
5) The text on your home page is not optimized
for target keywords and phrases that your
potential visitors will be searching for.
6) If your site has been live for 9 months or
less, it is highly likely it is still
aging delay for new sites.
|FAQ4: Should I buy expired domains with good PageRank?|
I'm hoping you can educate me about buying
expired domains. I am aware about Google's
expired domain filter and pageranks dropping on
My curiosity is about buying domains with good
pagerank without backward/related links. Is it
Thank you in advance.
My opinion is that buying expired domains for
the purpose of exploiting their PageRank or any
other reason unrelated to the domain name
itself, is a bad idea. You should buy a domain
1) you like the domain name
2) the name relates logically to your
3) your customers could relate to the domain
4) your customers could easily remember the
5) the domain extension (e.g. .com.au) directly
represents your regional target market
Also remember that a domain that has a high
Google PageRank but doesn't have a lot of
backward links most likely achieved the high
PageRank from the content itself and/or the
amount of traffic it was getting. As you would
be adding completely new content, the PageRank
would be completely recalculated and you would
most likely be caught up in the aging delay anyway.