(The third in a multi-part series that covers finding and using lucrative keywords.)
In last week's article, Targeting the Best Keyword Phrases, I looked into why should you be optimizing your site to get more results from the smallest group of people searching for your site.
This week, I'll be exploring what makes luctrative keywords so lucrative.
A lucrative keyword term is one that will yield targeted traffic with little or no competition and thus, less effort. You sometimes need a group of them to equal the amount of traffic in one general term. And, more often, getting a good lucrative term is even better than getting a higher traffic, general term.
To further illustrate this point, let’s go back to our example. The term “internet marketing” is a fairly competitive keyword to attain. One of the most popular keyword analysis tools on the web ranks it as “practically impossible”. And yet, it ranks the term “internet marketing ebook”, which is closer to what most internet marketers promote or market, as easy.
The term “internet marketing ebook” would only get you 97 visitors a day. Seems paltry next to the 3000 plus you could get from internet marketing, until you do the smart math, in one of several scenarios.
You could pursue a ranking for internet marketing and after a couple of months, get ranked in the top 100, getting you a few dozen visitors a month, and that’s if you’re lucky. Out of, say, 36 visitors, you’d have to have one heck of a sales page to get just one to convert.
But for the term internet marketing ebook, it’s very likely that you could get yourself ranked in the top five and get around 97 visitors a day. Since the traffic would be targeted, you could find yourself getting a higher conversion rate immediately, let’s say just 3%, or 2 or 3 sales a day. That would be 14 - 21 sales a week.
Which would you rather have?
It seems like an obvious choice now, doesn’t it? But even if it isn’t, since the way I’m going to teach this concept in a way that can help you eventually get into the higher traffic terms, I’ll give you another example to illustrate why you may not want to focus on getting into general terms right away.
Let’s say you have the money to pursue a paid Google AdWords campaign for the keyword “internet marketing”.
It would run you about a buck a click, but you’d be the number one ad. So it would cost you $100 a day to run a campaign, sending you a hundred visitors a day, and since general terms don’t convert as well, let’s say you get the standard conversion rate of around 1.5%. $100 gets you one or two sales a day.
So you could pay $100 a day times thirty days, or $3000 to make 2 sales a day. Or for the price you paid for this book, you could get up to about 100 new visitors a day forever without ever paying more - not counting the repeat traffic you would already have. All you would need to do is follow the steps in this book correctly.
We could look at this from dozens of different angles.
For example, we could examine how you could target your blog to a group of ten keywords that all include the term internet marketing, which may, over time, get you ranked for the term “internet marketing”.
This is actually what I experienced after ranking for several phrases such as “free traffic tips”, “free rss traffic”, “free traffic book” and “free traffic tool”. After ranking for these easier terms, I was able to leverage these low traffic terms into the higher traffic term “free traffic”.
Or we could go over the study that show that your best bet for conversion is to rank for a four-word specific keyphrase, rather than a two word term in more detail.
But by now, I bet you’re getting the idea - go after keywords that are easier to get and build on those - get an equivalent amount of sales for a lot less money, for the bonus effect of a larger profit margin.
In the next installment, we'll see how we can get you some of that lucrative keyword traffic.
Discuss this article in the Small Business Ideas forum.
June 28, 2005
Tinu Abayomi-Paul is a website promotion specialist and author of five books and ebooks for the online entrepreneur.
Her last project was a contribution to Rok Hrastnik's comprehensive guide to RSS, "Unleash the Marketing & Publishing Power of RSS". You can find more of her daily tips on RSS, Blogs, Google tools, and more, at her main blog, Free Traffic Tips.
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