The secret of writing great online copy is simple: use keywords – the words people use when they search – in your copy.
The reasons for this are two fold:
1. If you use the words people use when they search in your copy, page titles, descriptions and links, then you’ll score well in search engine results and more people will find your site.
2. The language you use will be appropriate to your audience. And as any seasoned direct marketer will tell you, speak to people in their own language and they will be more likely to buy from you.
That of course begs the question, “How do you find your best keywords”?
Most people either just guess or do perfunctory research using one of the many free keyword tools that are found online.
But if you want to succeed online, you’ve got to spend enough time and energy discovering the words your customers really use when they search.
You’ll need not just 20-30 keywords, you’ll need hundreds – and many of the most successful online companies will have thousands of keywords.
The keyword matrix is a simple methodology that allows you to build a comprehensive keyword list using the Wordtracker database.
Here are the 3 steps involved:
Step 1 – Start with a common word or phrase that is appropriate to your business Start simple. Your starting point does not need to be clever or creative. All you need is a common word or phrase relevant to your business.
So if I was researching for the market for chocolate, a good starting point would be the word ‘chocolate’.
Excellent. So far, so good. Now all you have to do is rush off and optimize your web pages for those phrases, right?
Wrong! That is what most people will do and as a result they will miss out on some very powerful keywords which aren’t immediately obvious.
Time to move on to step 2 and get inside the keyword matrix.
Step 2 – Find words that are related to your original keyword
Here the task is not to find relevant keywords that contain the word ‘chocolate’: in fact, it is just the opposite – to find relevant keywords that do NOT contain the word ‘chocolate’ like truffles, cocoa, fudge, confectionery, gifts, gourmet and so on.
Scan the list of related keywords and pick the ones that YOU feel are relevant to your business.
Step 3 – Use the related words to generate many more relevant keywords
Essentially, this repeats step 1 for each of the related keywords that you have chosen. Take each of your chosen related words and enter them into the Keyword Researcher tool in turn.
By following this methodology, you can quickly generate hundreds of relevant keywords that reflect the subtleties – and niche markets – within your marketplace.
The average person will do their keyword research once and then forget about it. But that is the way to get average results.
Effective keyword research is an ongoing process and to get outstanding results you must work at it regularly.
To succeed in keyword research you should:
1. Regularly check your keyword counts on Wordtracker – they can go up and down over time
2. Continue to add more keywords to your matrix. The more effective keywords you have, the more profitable your online business will be.
3. Monitor how well your keywords do. Performance will always be a mixture of:
• Keywords that bring good traffic and good conversions (these are the words people use when they are in buying mode)
• Keywords that bring you good traffic but poor conversions (these are the words people use when they are in research mode)
•Keywords that bring low traffic but great conversions (these are the words that represent buying behaviour in niche markets).
Overall, there will be a mix of such keywords in any comprehensive keyword matrix.
In the next lesson, we’ll look at how you can pick the most competitive keywords from the sample matrix that we have developed for ‘chocolate’ and how you can use those keywords in your web site copy.