Tag Archives: ideas

Mastering Keyword and Keyword Phrases for SEO

Keyword strategies to increase SEO (See J is for Jargon to decipher) is a topic I talk to almost every client about. This post will get you up to speed on what keywords are and how they should form the very basis of every online communication you make.

I have been looking forward to writing this post for a few weeks, as K was a letter in the “A-Z of Marketing” that I could easily define, meaning I didn’t suffer the usual deliberating. I hope my enthusiasm for this topic gets you motivated too.

What is a Keyword?

We can all define a keyword in its traditional sense:

“A word or concept of great importance”

Thankfully the use of the word in the world of internet marketing is extremely similar:

“A word used by a search engine in its search for relevant Web pages” (Source)

So you see Keywords in this sense, are words with great importance to you, your target consumer and your overall online success.

When your target consumer performs a search, they enter a word or series of words into their chosen search engine, then that engine searches for matches. If your web page is deemed rich in those words, you will be returned as an answer to the search question.  These words are what are labelled keywords and keyword phrases.

Now it’s important to note here, it is unlikely you will be the only website rich on those keywords, so there are more complex processes at work to decide who ranks where – more on that in an upcoming post.

Defining your Keywords

Choosing the right Keywords for your business is more difficult than it may seem.

Firstly, you need to put on your target consumer hat. Start thinking about all the ways your target consumer would label your product or service. Think about the solutions you provide, then as your target consumer,
imagine you are searching for that solution. You may be aware of it by name, or you may just search on your need.  Brainstorming for different keyword and keyword phrase ideas is a good exercise to undertake (See I for Ideas)

SEO Google AdWords KeywordFor example, if you sell Sharpie Markers, your keywords to focus on may be Pen, Marker, Purple or Sharpie. Your keyword phrases may be “permanent marker”, “freezer proof marker”, “pen to write on plastic”, “pen for labelling DVD” and so on.

Testing Your Keywords

When I work on Keywords for clients the first thing I do is open up the Google AdWords Keyword Tool

Firstly plug in your website and the tool will show you keyword suggestions based on your website content. If the keywords are aligned with what you do, fantastic – this means your website is already sending out the right message and may just need a tune up. If you the keyword suggestions seem largely irrelevant, you have a big hint as to why your traffic probably isn’t what it needs to be and you’ve got some work to do.

Then I pop in a few thoughts in the very top box for keywords and keyword phrases. The search results show your words grouped together and then show you lots of suggestions based on your words.

Look for keywords that return a strong volume of searches and medium to low competition, this is a mass marketing approach. Also look for keyword phrases that have low volumes of search and low competition. If 5,000 people search that keyword phrase a month and there is very low competition, you have  an opportunity to maximise your ranking against that keyword.

How to use Keywords for SEO

After you have defined and tested your keyword and keyword phrases, establish a top 3-5 list of keyword or keyword phrases you will focus  on. This list will form an important part of your SEO strategy.

On your Website

Ensure your website Title Tag, Meta Data and Meta Keywords (ask us about these if you’re new to this), are written within “the rules” of  length and use as many of your keyword and keyword phrases as possible.

On your homepage ensure you have at least one text box of information (text boxes are easily read by search engines, words in a picture are not). When you write this text use as many of your keyword and keyword
phrases as possible while still reflecting your brand’s tone and image (B is for Branding).

Using Google AdWords

If you decide to use a Google AdWords campaign make sure the keywords you target are linked back to the ads you write and are the same keyword and keyword phrases you have selected on your top 3-5 list.

On your Blog

Research keyword and keyword phrases relevant to every blog post you write and make sure you use them appropriately. This article http://www.propagandahouse.com.au/blog/seo-2/how-to-blog-for-seo-beginners-guide/ by Propaganda House helped me immensely and I am using Dan’s Blog Plan template as I type this.

So I can’t stress to you all how important keyword and keyword phrases are for SEO and for the success of your online presence. We are currently running a Wise Up to Search package to help small business with their keyword strategy and to trial Google AdWords (who are currently offering a $75 credit for new accounts). Please get in touch if you want to know more information about the package or about this post. I would also love to hear your Top 3 Keyword or Keyword Phrases.

Until next week K is for Keywords and also Key Lime Tart http://www.joyofbaking.com/KeyLimePie.html (why not?)

Mary-Anne

www.wiseupmarketing.com.au

P.s. A quick word on keyword stuffing before you go. Like all loop holes and quick fixes, some SEO companies a few years back recommended that people repeat their keyword and keyword phrases in large blocks at the bottom of every page on their website to “maximise SEO”. Unfortunately most search engines wised up to this and as result they wrote an algorithm that detects keyword stuffing (as it’s known) and will negatively rank sites that go down this path.

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Ideas and Innovation: Brainstorming for Small Business

Coming upon “I” in the A-Z of Marketing, I have to say, I was lacking inspiration (oh hang on there’s an “I” word); I didn’t need just any “I” word, I needed an “I” word that had something to do with Marketing and Small Business. Then I had an idea! Actually, the idea came to me during a swim, which is where I find a lot of my ideas start, so I decided to dedicate this post to Ideas.

The ways in which ideas can be generated and the techniques of pushing ideas past the barriers of what we know until we reach innovation are both paramount in keeping your small business at the top of its game.

Where do Ideas Come From?

“An idea is nothing more nor less than a new combination of old elements.”  James Webb Young

It always seems that there are some people who are just “full of great ideas” and others who are not. Ideas are our subconscious processing inputs and coming up with solutions, so it’s no surprise the more we sit and try to think of a great idea, the further and further it gets from our reach.

We all had an idea when we started our business, an idea of what we could offer a group of people that would be different in some way to the other options available. Had we sat down and thought, “I want to start a business, I just need a good idea” it is more than likely that we would have come up with nothing. But perhaps days later, when out on a walk, or having a shower, the idea would pop into our mind, as if out of nowhere.

So there lies the power of the subconscious. I read an article years ago and the crux of it was, to come up with a great idea, pose a question to yourself, then go and do something completely unrelated and with any luck your subconscious will do the rest.

But what do we do when the ideas won’t flow?

How to Brainstorm

Brainstorming is a creativity process where a group tries to find a solution for a specific problem by gathering a list of ideas spontaneously contributed by its members. It is a technique for finding alternatives to a problem. It is usually undertaken in a group setting, as the dynamic allows each new idea to generate other ideas, summed up best by the phrase “bouncing ideas off each other”.

To allow ideas to flow, some say it is best to follow the “rules” of brainstorming:

  • All ideas should be initially accepted without judgment or criticism. Negativity is a road block for idea generation.
  • Ideas can be imaginative and impossible. Take a “no holds barred” approach, it is easier to later refine ideas than to make them more unique.
  • Don’t limit the number of ideas generated; keep the flow until there are no ideas left. The more ideas that are generated the more likely the right idea will have been unearthed.
  • Allow each idea to be combined, improved and expanded.

I found brainstorming works best in a group environment when you use a large writing area. Draw a big circle in the middle of the space and write your problem, each idea then branches off, ideas can be joined together and new
ideas can branch off existing ideas. This is also known as a mind map (especially useful if you only have yourself to brainstorm with)

What is Innovation?

Like milk and baby’s nappies, new ideas don’t stay fresh for long. In our post on Getting Competitive with your Competitors we talked about the need to adjust your strategy annually to stay ahead of the competition.

The ideas we have for our products and services when we start out may not be the best combination for ongoing success 12 months later. This can be due to competition, the consumer evolving or saturation in the market. In marketing we know nothing sells like new! Having worked as a Brand Manager for two international cosmetic brands, the power of “new” always amazed me. Mascara sales would peak at +50% when we introduced a new variant; perfume sales would peak at +25% when we added a limited edition to a current product. “New” gets people excited and it gives them a reason to buy again.

Innovation is the process of becoming better or more effective; it is striving to stay ahead, to be first amongst competitors, to deliver solutions to needs consumers may not have even realised. Innovative products create demand and instead of fighting to take a bigger slice of the existing pie, they expand the pie in size and then claim a bigger slice than was originally available.

Brainstorming for new ideas often leads to innovation; it is open minded, unrestricted problem solving approaches like this that allow innovative ideas to come through. To innovate we ask:

  • Is there a better way of doing this?
  • Could this product do more than what it does now?
  • What are other industries doing, is there learning’s we can use from these?
  • What is the ultimate version of our product or service?

In the Jack Collins book Innovate or Die, he says simply to ask:

  • What can be added?
  • What can be taken away?
  • What can be adapted?

And renowned management writer Peter Drucker gave us three conditions that must be met for an innovation to be successful:

  • Innovation is work. It requires knowledge, ingenuity, creativity, etc. Plus, innovators rarely work in more than one area, be it finance, healthcare, retail or whatever. This work requires diligence, perseverance and commitment.
  • To succeed, innovators must build on their own strengths. They must look at opportunities over a wide range, then ask which of the opportunities fits me, fits this company. There must be a temperamental fit with the practitioner and a link to business strategy.
  • Innovation is an effect in economy and society, a change in the behaviour of customers, of teachers, of farmers, of doctors, of people in general. Or, it is a change in a process, in how people work and produce something. Innovation must always be close to the market, focused on the market, and market driven.

The benefit of bringing innovation into your business is that it gives you an edge. You will not have to compete on price and you will not be concerned when new businesses emerge mimicking your offer.

We understand how hard it can be as a small business owner to brainstorm and even more so when your business is just you, but the opportunity to bounce ideas off others is invaluable. Make sure you take advantage of networking both online and offline to help you draw inspiration, develop new ideas and innovate to keep your business moving.

We also offer an email support program we call the Business Bounceboard, which allows for unlimited email support and advice. It’s a great way to get input on new ideas and be pointed in the right direction when you get stuck.

Until next week I is for Ideas and Innovation and hopefully for adding a little inspiration.

Mary-Anne

www.wiseupmarketing.com.au


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