Targeting Keywords

Good search engine keyword targeting can give a small internet company a real advantage. Most internet companies target the search engine keywords they think their customers are using to find their product or service.

This is good news for the likes of you and me because with proper search engine keyword targeting you can achieve significantly more traffic and at the same time increase your conversion rates and minimize the amount of bandwidth used.

The inexpensive and high conversion traffic comes from finding search terms that relate to your product or service that are not being used by your competitors. The fact is, you are much better off targeting ‘marginal keywords’, let’s say you are trying to sell wireless CCTV cameras, your main stream expressions may include the following:

security camera
wireless camera
cctv camera

These terms are quite obvious and are therefore expensive expressions to maintain high paid-placement with. The more specific the search term the less competition there will be and the less money good placement will cost. Furthermore, specific search terms produce better-qualified traffic and significantly higher conversion rates.

To help you establish a list of appropriate search terms you can use the Overture keyword suggestion tool, which can be found at http://inventory.overture.com. Overture is still one of the most popular PPC / CPC search engines, this tool allows you to type in a keyword and the suggestion tool will return related expressions together with statistics of how often the expressions are searched.

When I type ‘wireless camera’ into the overture suggestion tool it returns the following list:

13860	wireless camera
8870	wireless security camera
2329	wireless surveillance camera
2197	wireless spy camera
1684	wireless video camera
1360	wireless hidden camera
1213	wireless camera security system
1105	wireless home security camera
1064	wireless internet camera
792	mini wireless spy camera
745	camera camera security surveillance wireless wireless
741	wireless pinhole camera
650	outdoor wireless security camera
555	wireless network camera
531	wireless mini camera
414	wireless ip camera
316	wireless night vision camera
311	wireless outdoor camera
291	wireless camera system
263	spy video camera wireless
254	wireless digital camera
245	wireless surveillance camera system
242	wireless cctv camera
230	tiny wireless camera
218	wireless outdoor surveillance camera
209	wireless video surveillance camera
190	Camera home security system wireless
178	wireless internet security camera
175	wireless internet video camera
172	wireless video security camera
162	x10 wireless camera
157	remote wireless camera
156	wireless security surveillance camera
154	mini wireless video camera
153	micro camera wireless
150	wireless hidden spy camera
147	wireless infrared camera
139	long range wireless camera
138	small wireless camera
131	wireless color camera
128	camera color mini wireless
128	covert wireless camera
125	camera cctv security video wireless
123	linksys wireless internet video camera
112	miniature wireless camera
112	camera night security vision wireless
112	camera outdoor video surveillance wireless
107	wireless camera with monitor
107	wireless usb camera
106	camera smallest wireless
104	camera verizon wireless xv6600
103	wireless color spy camera
102	2.4ghz camera color mini wireless
101	remote wireless security camera
99	camera color security wireless
96	swann wireless camera
94	wireless hidden security camera
92	long range wireless security camera
92	tiny wireless video camera
91	world smallest wireless camera
82	micro wireless video camera
82	prepaid wireless camera phone
81	wireless mini security camera
79	wireless home surveillance camera
79	rc wireless camera
77	cheap wireless security camera
76	wireless video camera color
74	wireless baby monitor and camera
71	wireless pen camera
70	2.4 ghz wireless camera
69	hidden wireless video camera
69	camera networked surveillance wireless
68	ccd wireless camera
61	digital wireless security camera
61	home wireless camera
61	infrared wireless security camera

The figures to the left of the expression suggest the number of times in the last calendar month that the corresponding expression has been searched. Overture only accounts for a percentage of the whole search market so the figures only provide a representation of what the expression will achieve. Therefore, the amounts can be multiplied several times to give you an indication of the total monthly search figure.

When you analyze the results not all the expressions will be relevant, simply remove these expressions from the list. The figures show that many of the expressions receive numerous searches and more importantly, many of them will be relatively inexpensive to obtain good PPC / CPC placement.

Google also have a keyword suggestion tool but this does not show any related traffic statistics. It’s still worth a look and can be found at: https://adwords.google.com/select/main?cmd=KeywordSandbox

You may also notice that the list throws up some expressions that reference competitor’s equipment. Including a few expressions that relate to your competitors equipment can prove a good source of inexpensive traffic. Make sure that the page you direct the customer to gives them a good reason to consider your product over the equipment they where originally searching for.

Continue to Marginalizing Keyword Expressions

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