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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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