The Search Light Newsletter
The Search Light Newsletter
  Guiding your site to the top of the search engines... | 31 Aug 2006 - Vol 6 Issue #8  

In this issue...

Feature Article: How to Find the Keywords that Sell Better Than A Used Car Salesman

FAQ1: How do I get the right type of Google ads to come up on my site?

FAQ2: Why have my SEO efforts pushed my Google rankings down?

FAQ3: Why does my site rank well on other engines but not on Google?

FAQ4: Should I buy expired domains with good PageRank?

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 convert 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 pay-per-click campaign.

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 thousands alone.
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 The 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.

Professional Contract and Proposal Templates
If you run a business selling services to other businesses, regardless of whether it's SEO, web design, copywriting or even a home business, you need to have a professional, impressive-looking proposal. But sometimes you get so caught up in the day-to-day process of actually running the business that you don't spend enough time fine-tuning your proposal template. Perhaps, heaven forbid, you don't even have one!
Do you think your existing proposal does a good job of selling your company? Do you find yourself losing business to your competitors? Do you wonder what was included in their proposal that made their offer more appealing to your potential client? Are you unsure whether your business is projecting a professional image? Do you want to win more bids, close more sales, save time and ultimately make more money from the jobs you take?
If so, Proposal Kit is fast going to become your favorite business tool.

Sample Proposal Pack Template Style
Proposal Kit is template software that automates the chore of putting together a complex business proposal and services contract. Templates are particularly suited to online businesses and include documents for the initial sales pitch, the planning stage, estimating, contracting, project timelines, non-disclosure, legal issues and invoicing.
For SEOs reading this, the latest version even includes a Search Engine Optimization Services Contract ready for fleshing out with your own pricing and contact details! The templates come in a range of styles and colors, ready-made to match your company colors and logos. Better still, the software is easy to use, allowing you to add, remove and tweak individual documents within your master proposal at the click of a mouse.
Check out Proposal Kit for yourself and if you like what you see, be sure to take advantage of our discount offer below, exclusive to Search Light subscribers.

Exclusive Discount Offer from Proposal Kit
As a valued subscriber of The Search Light, we are pleased to provide you with an exclusive discount coupon code for redemption towards the proposal templates of your choice from Proposal Kit.
The coupon code WEBRANK will give you a 10% discount on your next purchase at Proposal Kit. Make sure you enter coupon code WEBRANK in the refer/upgrade field to claim your discount. So what are you waiting for? Go choose your templates and start closing more sales today!

Enter our Funny Photo Caption Competition
Got a funny caption for the photo above? Submit the funniest and win a self study course of your choice from Search Engine College. Here are some examples:
"Ah, here's that quote I was looking for:
'Guys with good looks don't date girls who read books'"
"It says here that one in 3 search engines are
unhappy with the size of their database".
"Geez... self-circumcision looks much more
difficult than I thought Sheila!"
Winners announced next month. For your chance to win, submit your own caption entry by midnight GMT on September 29.
Congratulations to Phil Rummings of The Tao of Drumming who submitted August's winning caption. Phil has won a free SEO 101 self study course at Search Engine College.

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Have a great day!

   Dear Reader,

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 right now.
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 the entire 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 conversions...

  • FAQ1: How do I get the right type of Google ads to come up on my site?
  •    Dear Kalena...
    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.

    Dear Bruce
    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 home page.

  • FAQ2: Why have my SEO efforts pushed my Google rankings down?
  •    Dear Kalena...
    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 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 reciprocal links.
    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 search keywords.
    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.
    Best Regards

    Dear Joseph
    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?
  •    Dear Kalena...
    I have a website 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!

    Dear Lucas
    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 our SEO 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 experiencing Google's aging delay for new sites.

  • FAQ4: Should I buy expired domains with good PageRank?
  •    Dear Kalena...
    I'm hoping you can educate me about buying expired domains. I am aware about Google's expired domain filter and pageranks dropping on new contents.
    My curiosity is about buying domains with good pagerank without backward/related links. Is it worth it?
    Thank you in advance.

    Hi Mural
    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 because:
    1) you like the domain name
    2) the name relates logically to your business/service
    3) your customers could relate to the domain name
    4) your customers could easily remember the domain address
    5) the domain extension (e.g. 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.

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