Keywords — The Key!

September 16, 2008

It’s just about fall in Los Angeles, and yes, we Angelinos go through that schizophrenic time, wearing summer dresses with boots, stashing coats in our cars while we wear flip flops, and carrying foldable umbrellas in our purses just in case. 🙂 To online marketers such as I, seasons are merely dates. The Net is un unstoppable vial of wealth, waiting to be unlocked, just as long as the right resources are tapped.

What I’m gonna type about today, is keywords, the key to unlocking that wealth,  stringing along keywords in the process as I speak, I mean, write. Anybody knows that the key to proper SEO is the proper keywords — even if you never heard of SEO before and think it might be some hidden organization like the MAFIA that so happens that no one decided to tell you about. It is how your buyers find you. It is the first things I learned about when I started swimming in the beautiful waters of web marketing. Optimize for the best keywords, and you’ve pretty much created an umbilical cord from the bank.

Here are some great links that show you the best keywords for your vertical:

Word Tracker

Seobook Keyword Suggestion Tool

Yet, how important are keywords for viral marketing? It is still significant to determine your top keywords for your brand or site, even though your main goal is not to appear in the organic results. In determining your best keywords, you know, who to look for in Web 2.0, and where to look.

For example, if you were searching for blogs to comment on in blogsearch.google.com — you need to know what search terms to use. If you have a financial blog you want to do some blog marketing for, are you gonna use the word “financial”? Are you looking for people who want money advice or give money advice? Then you could probably use “money matters” or simply “money”. Do you have a real estate blog and are offering advice about how to avoid foreclosure? Keywords obviously would be “avoid foreclosure”, or even “losing my home.” Or maybe you are offering a business opportunitiy. Be creative. You could even use the word “broke” to look for people that are in dire need of money and are blogging about it.

You could also use a search term strategy for Q and A sites such as Answerbag and Yahoo Answers. People ask questions in many different ways, so for example, if your site is about events, and you want to invite people to view/post events on your site, don’t limit yourself to “events.” Use phrases such as “what to do”, “where to go”, and add several places after the keyphrases, for some variation. Then you would use “what to do in New Jersey”, or “what to do in Los Angeles”. You could even use the word “bored with nothing to do” to capture bloggers that are looking for new exciting events to explore.

Keywords are the map to your target demographic! Be creative, use several possible ones. Search engines are meant to be used and abused. Be sure to record the search terms you use so that you don’t end up doing the same searches again and again.

Now turn the key and open the door to conversion. 🙂

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The Tipping Point

July 2, 2008

Perhaps one of the hardest questions to answer in online marketing (and in life for that matter) is what’s the point? In dating you would ask a guy what his intention was, if you don’t want to play the does he/she like me game. In business, it seems simple enough, but you have to know what your client is looking for exactly. Is the client just looking for more traffic — undifferentiated? Is the client looking to attract the attention of a certain demographic? Email list sign up? Newsletter sign up? Of course, the obvious answer would be ROI, conversion, yadda yadda. But not everyone online is selling something, and not everyone who wants online marketing is selling something. The question to ask is “What do you want?” — to be able to deliver the service to the client exactly as they want it.

My professor in extreme marketing has reiterated through the course that “branding” is useless. At the end of the day when you don’t get an 11 to 1 ROI, you’re not generating an “a” business. That is true, yet I beg to differ slightly. Which leads me to another discussion — working in online marketing for about two years now is that persona matters. It’s like choosing the clothes you were when you go out. The way you dress is the way you will be initially perceived. Another point to ask, aside from what the point of the whole campaign is, is who do you want to be? Who do you want to be to your fans/customers? Do you want to be the messianic rapper? Do you want to be the “go to” authority in the happenings and latest news in your area?

buzz

Buzz is always great — as the cliche goes “there’s no such thing as bad publicity.” But you have to know the goals of your buzz. Or else, the buzz will have as much effect as cackling chickens. Know your end result and make it your vanishing point. Stare straight forward, and drive on.


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