Understanding your Online Market - Part 2





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Published on Nov 30, 2011

Part 2 of Keynote speech given on November 8 2011 for the eWomenNetwork luncheon in Coquitlam BC

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How to start? How do you actually do it? This is a list of what I suggest you do before you go and use any tool.

First, list any search terms you can think of that your market might look at. Try to avoid single word terms such as "travel." It's too general and it won't give any meaningful results. Always put yourself in the customers' shoes. The best example I can think of is acupuncture. I'm not sure I'm saying it right because I have an issue with my accent, but it's the people who do the Chinese medicine. So, a lot of the people who would use the services of such a professional, they wouldn't look for the professional. They actually have a certain problem that needs to be solved. Let's say they have high blood pressure. If an acupuncturist specializes in treating high blood pressure, then they probably want to write that into the list too. They'd probably want to write some content around it.
Also, look at the competition. See what they talk about, what kind of keywords they seem to use.
Finally, use the Google Keyword Tool, or any other keyword tool if you choose to buy one. You can find out the search volume and you'll find other keyword ideas. Then you can compare and decide what you want to work with.
Just to highlight the value of the results of keyword research, I want to talk a little bit about search engine optimization and what it means. If you think about the mission of Google ( I say Google, but it's correct for all the search engines), what is it they want to do? What's their main motivation? Probably the only motivation they have is to have the best results on the screen when somebody searches a term. They want to make sure that whatever is there is the most relevant and the most quality site they can find. Because if they don't give quality results, then people are going to stop using Google. And that's how it all started, if you remember, when Google became a big item because of the quality of their results. The Google algorithms of how they define who is good and who is not have been evolving, but they always try to understand what your web page is about and what the quality is. It used to be a lot to do with what you actually had on the page, but people abused it. There were situations where the same keyword appeared in fifty percent of the text on a page. So the algorithms evolved, and they have their way to determine if it's good, but the big thing is that now they have the social media to help them. If there is a webpage that a lot of people point to, link to, or "like," then they have all of us helping them understand if a webpage is a quality webpage that is relevant to a certain keyword.

It is your job to convince Google that a certain webpage within your site is about the keyword that relates to your business. So when you know what keywords you need to work with, then you have the material you can base it all on. When you have good content, then this feeds back. People see your content, (they are your market); they come to your site and they read the content. If it's good content, they come back, they re-tweet you, they publish whatever you said on Facebook. And this creates the additional juice, we call it "search engine juice," that promotes your site up the search engine list. It all feeds each other. T here no tricks for search engine optimization. When you have content that is good and is what your market looks for, on one hand, you have to convince Google this is what it is. On the other hand, your clients or your market are going to like it and them liking it will make Google even more convinced.

Now the question is, how do we measure what happened? So, we did our keyword research, we've enhanced our website, we tweeted every new blog entry we have—we need to monitor and measure the results.

The two available tools are provided free by Google. One is called the Google Webmaster Tool. This provides us with the answer to something that people are very curious about: where do I actually show on the results for certain keywords?

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