We all know it and we all do it. Whenever the typical web user needs to

find something on the web, he or she will almost always instinctively go

to one of the top search engines and run a search. Then, he or she will

have a look at the first 30 search results returned (usually the first three

pages of results), hardly ever looking beyond that. If nothing looks appealing,

they will run another search using a variation of the keywords they used

on the first search. Again, they will look at the first 30 results. If they

still find nothing of interest, they may switch to a different search engine

and repeat the process. This, believe it or not, is the typical web navigation

behavior of at least 86% of all the 110 million web users out there. The

question is, does your web site capitalize on this behavior? If the answer

is yes for you, then no matter what a user searches for that has any relation

at all to your products, they should find you even if they hadn’t thought

of finding you! That translates to a very high amount of daily traffic to

your site. Is this what is happening for you?

We bet the answer is no. Very few web sites really capitalize on this behavior.

However, you can learn how to do so. For this tutorial, we shall assume

that you are in the business of selling wedding gowns. You have a web site

that does a good job of displaying your wedding gowns, but like most other

web site owners, your web traffic is really low and clients are simply not

finding you. You have done everything you can think of, but your pages hardly

come up on the search engines. What next? Well, get ready to learn one of

the most effective online marketing strategies.

Gather Your Keywords

We know that the web user will think of a keyword or phrase and type that

into a search form on an engine. That is his or her first step, and so it

should be ours. This is a very important step! Get a piece of paper or open

up your text editor and keep writing all the keywords and phrases that you

think of as you go through the steps outlined below. Selecting the right

keywords or keyword phrases will skyrocket your traffic. Research has shown

that most people use phrases of 2 to 3 keywords when searching. People have

come to learn that just typing in one keyword in a search will get them

thousands of records that they just do not need. Therefore, they combine

two or three keywords in their searches.

Your list should end up having about 50 or more keywords and phrases. You

must write down every word that a person might use to look for your site

PLUS words they may use to look for other related information or products.

This is no easy task. It involves some research and a fair bit of thought.

Remember, thousands of people out there looking for wedding gowns may not

all think alike, look for wedding gowns directly, or even realize at the

time that they can get wedding gowns on the net! To get a good list, here

are the steps that you should go through. Keep your pen and paper handy

so that you keep writing as you go along each step.

1.Think! Brainstorm! Sit down for several minutes and think! Write down

whatever keywords or phrases come to mind. Then look at your list and see

what other word combinations you can make out from the keywords you have

already written down.

2. Look at your products and services and see what words relating to them

will pop up in your mind. Write the names of each product or service that

you deal in. These product names will also be part of your keyword list.

3. Ask your family, associates, clients, and friends what words and phrases

they would most likely use to search for products or services like yours.

4. See what keywords your competitors use. See what keywords are featured

on their pages and in their meta tags.

5. Be specific AND general in scope. Think of words that also describe things

related to what your site is about. For example, if you sell wedding gowns,

also think about other things and words related to weddings, such as honeymoon,

bridal registry, wedding rings, engagements, and other wedding accessories

and services. The idea here is to capture people who may be looking for

other things related to weddings, whether they are directly looking for

wedding gowns or not at the time. Chances are that someone looking for any

wedding related information will also be interested in knowing about wedding

gowns. Get the idea? This is a very powerful way of getting more targeted

traffic to your site.

6. Do not forget misspelled words. People often misspell words when they

enter their search terms. Include commonly misspelled words or phrases as

part of your list.

7. If your site deals with a particular region, remember to include that

in your keyword list. E.g. ‘Los Angeles wedding gowns’ if you deal in wedding

gowns within Los Angeles. A lot of people will search for wedding gowns,

get a big list of returned search results, and decide to add the words “Los

Angeles” (or wherever else they may be interested in) to get more specific

search results.

8. Use the long and short form of words, e.g. consult, consulting, and consultants.

9. DO NOT SPAM! Do not use keywords that have nothing to do with your web

site. Do not list the keyword “sex” or “free pics” just because they are

frequently searched for if they do not have anything to do with your web

site. You will only get traffic that is of no use to you anyway because

surfers will come to your site and leave angrily when they realize you just

cheated them. Also, search engines are on the look out for such deceitful

practices and can sometimes ban your pages for spamming. As long as you

stick with keywords related to your core business, you will be fine, but

do not go way out of line.

10. Now its time for some research. You now need to look at what people

are actually searching for on the various engines and get more phrases for

your list. Here is a list of sites that will help you out with that. When

doing your research at these sites, remember steps number 5, 6, and 8 above

– people often misspell words, they use different word forms, and they may

be looking for a whole lot of different stuff all related to your products.

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