What’s a key word, my best explanation of what a key word is a key word can either be a single word or most commonly a string of words or Freight. A phrase for example, that the search bots will travel through your website and determine exactly what your content is all about. What’s a search bot, a search bot is a tool used by the search engines.
For example the Google bot the Bing bot the Yahoo slur. Those are all BOTS sent out by those companies to determine exactly what content and and to collect and gather data from our websites to determine exactly where they should be placed in these search engines. So the search engines compiled all of this data and they take these keywords and and they’ll determine exactly what keywords your website might rank for now.
Believe me, it’s a lot more complicated than how they determine which websites will rank where based solely on keywords. There’s many more factors that go into it. In fact, there’s over 200 known factors involved in the algorithm at Google anyways to determine exactly where your website will rank in search. Ok right back to keywords, so we know already that a keyword can either be a single word or a phrase, and we know that search BOTS use those keywords to help determine exactly what your website is about.
The third thing about keywords is some keywords: can be much more competitive than others to rank for so what determines, if a a word is competitive, obviously supply and demand? How many people are trying to rank their websites or or competing for that popular keyword or a phrase? So for an example: if we were to take the term lawyer, let’s say we’re in the city of Orlando Florida and we have a law firm and we want to write our law firm for the term lawyer, probably very competitive.
It’s actually one of the toughest niches to write for it’s a highly competitive, very expensive niche to rank for if you’re, a lawyer, sorry lawyers, you guys do make lots of money, though so lawyer is a broad term that we want to rank for as opposed to Family law, which is more of a niche down, subject we’re probably not as much competition if you were just ranking for lawyer. So if we want to narrow it down a little more, we could go family law or business law.
So those are keywords and then, as we niche them down, you would have less competition, so less competition means easier to rank for right. So it’s something to take into consideration now. I do not want you to think okay. Well, we’re just going to avoid all the general terms, because we’ll never have a chance of ranking for them. For the most part, that’s true. There’s established large websites with lots of Link’s pointing to them that have been around for years and it’s tough to overwrite those kind of websites with popular keywords.
But that’s not necessarily true of me. If they are ranking for popular keywords, that pie, we’ll call it a pie, is a very large pie that has a ton of searches per month. For that keyword and a chance, even getting a sliver of that pie is still quite good, as opposed to going for the small little pie of, say, family law vs. Lawyer. You could rank higher, say on page one for a family law as opposed to page three.
For the term lawyer, if you’re a lawyer in Orlando and just coming up with a new website, okay, so what if I told you, there was actually a way that we could determine or measure how. Often a certain keyword or phrase was searched for monthly. So in our example, we use the term lawyer in the city of Orlando or also family law. So if we compare those two and I plug it in to my free Google Keyword planner tool, I tells me that the term lawyer is searched for five hundred ninety times a month in the city of Orlando versus a hundred and forty times a month.
For the term family law, so approximately you know four times more popularly. The broad term lawyer is so, but still family law at one hundred and forty searches per month is still a valuable term that we could try and rank for. So how do you get that access to that free tool? I’ll show you right now I’ll walk you through how you can sign up for the free Google search tool and just follow along okay, so beings we’ve signed up for a gmail account or also, if you already have one in the previous module in step one.
We can step our sorry. We can skip that step and just simply when you’re logged into your Gmail account open up another tab and simply make you do a search for Google Adwords. Okay. So up top here we have Google AdWords pay-per-click online advertising. Now we want to simply sign up and create a Google AdWords account doesn’t mean you’re going to do any advertising and they have this free tool. The keyword planner tool within the Google Adwords so I’ll, simply click on start now.
Okay, once you land on this page, it’s very important to get this point here, we’re simply going to click on skip the guided setup and that will allow us to get to the keyword planner tool much easier than if we, if we have to go through the Whole setup process, basically it’s asking for your website and your email address and and we’ll get to that later on in module 3. If you are interested in setting up google adwords completely so for right now, we’re just simply going to click on skip the guided setup, and now it’s simply going to ask you for your email address, select which country you’re from and I’m just simply going to select Canada, most, you will probably be in the US, select your time zone and then your currency.
Now your time zone and currency cannot be changed once you set those up so make sure you set them up correctly. Just quickly enter my email address here. This is a demonstration account, so actually this email address will be gone after. I create this article so do not try and get all of me there and then we simply click on save and continue now here it will ask us to enter our Google account so we’ll click on next they’ve already pre-loaded, the email and it’ll ask you for The password once you’ve entered your password click on sign in and then it asks about a having some recovery stuff.
We’re not going to worry about that right. Now, click on done, you can add a backup phone number if you want or a recovery email again. This is just a temporary account for demonstration purposes, so I haven’t set those ax and then you will land at this page and you’ll notice a whole bunch of options. You can click on. We will look at more of those in more depth in module 3, but for right now all we’re interested in is at the top here, where it says, tools simply click on tools, then the drop-down appears and what you’re looking for is the Keyword planner.
So click on keyword, planner and here it says, find new keywords and get search volume data. So we want to search for new keywords using a phrase website or category or get search volume, data and trends and here’s another option that we can get new keywords. So we’re just going to simply select this. This middle one here get search volume, data and trends. So click on that and the first thing it says, is enter keywords so I’ll just simply type in lawyer and the next thing we wanted to under targeting right now.
It’s has all locations, so this is would give us the results for the entire world. We want to narrow that down so I’ll, just simply: click on that little pencil or pin there and where it says, enter a location to target I mean you could enter United States. You could enter Canada if you’re, you know a global audience or most likely. You are a local business and want to enter your city, or maybe even state or depending on the size of the service area.
You service so right now, I’m just going to put in Orlando so right up here, Orlando Florida, United States and I will click on save and so right now I’ve got one keyword in here lawyer, we’re searching in the City of Orlando USA, and I want to Get the search volume, so click on get search, volume and right now average monthly search for all ideas. It shows up 100 to 1000, so it gives you a range now that number I got earlier.
My Google AdWords account that I have is a an AdWords account. That’s had thousands almost you know tens of thousands of dollars through it lots of advertising. It’s it’s many years old and beings. I’m a longtime customer of Google. I get a little more accurate picture of data, so here you can see. There’s a big range. There might be 100 to 1000 monthly searches so for new years users of Google AdWords.
Until you build up a, I don’t know a history with with Google. You do not have access to dead, accurate numbers like I do so anyways. This is the tool that gives you an idea, at least what that search volume is so let’s say we wanted to be beings. This is not that accurate. Maybe we could change Orlando, let’s go and change this to United States, oops. So we’ll add the country of United States and I’ll just simply remove Orlando, so click on remove here and then click on save.
So now we have 100,000 to 1 million. The reason I did that so, each month, average monthly searches for the term lawyer in the United States is anywhere from 100,000 to 1 million. So it gives us a little more of an idea in the whole country what kind of search volume that is, let’s add another term here, so I’m going to simply put a comma space and my next term will be family law and over here I’ll click on Get search volume, so we know if we’re comparing the two okay.
Obviously family law gets lower search volume than lawyer, so anyways. It can give us an idea of the search volumes if you just start typing, in related keywords, to get an idea how popular those words are and if you should be including them on your website and and which ones are the other most popular, also you’ll notice. Over the to the side, here, it’s got suggested bid. If you are actually running ads now lawyer happens to be one of the most expensive pay-per-click advertising categories.
I guess you would call it and you know eight and a half dollars seventeen dollars, twenty seven cents. For somebody in your city clicking on family law, if you’re a lawyer trying to gain clients, anyways just gives you an idea of this of the AdWords tool and how we can use it to determine search volume of certain keywords related to your website. Okay, I need to show you another feature of the Google Keyword planner so to get to this page again.
Just simply, you would click on tools up top here and go down to keyword, planner, and that would bring you once again right to this page. Here will be where we have the three options so the first time we went through the middle option. This time we will select on the top option here, search for new keywords using a phrase website or a category, so click on that this pops down this time. You know for your small business.
You can type in whatever, let’s say your lawn care business type in lawn care, your a painting, business type in painting, services or painting beings. We worked with a lawyer before I’m just going to punch in family law here and then, if you wanted you could you know if you had a product category, if you wanted to niche this down, you could enter a few things here or competitors website, even if He wanted to or your website and it will crawl your website or your competitors website and give you some keyword, ideas but anyways we’ll stick with this.
We we have a keyword of our key phrase of family law. Again, we have Orlando here selected and at the bottom we will so we’ll click on get ideas. Now, what its going to do is spit out a whole bunch of terms related to family law that you could perhaps target and you’ll notice. In my account, I have a much more accurate data here, collection of how many searches per month and you’ll notice in the second column here competition, you know how competitive is it to rank for that or to advertise more specifically to advertise for those terms, so you’ll See here you know, beings were in family law, you’ll see divorce in the City of Orlando, roughly three hundred and ninety times a month.
That term is search divorce lawyers would be an excellent phrase to rank for. If you were a lawyer in the city of Orlando 170 searches per month, obviously it’s high competition. Somebody typing in divorce, lawyers is looking for a divorce lawyer. Obviously, and chances are if they hire your services as a lawyer, it’s you know the thousands and thousands of dollars. You could end up billing your client and that’s why over you’re here, you can see and again these aren’t Canadian dollars, not US dollars, twenty dollars and seventy one cents for that click.
That’s crazy! A lot of businesses that I advertise for again. You know landscaping or whatnot one two dollars for a click. This is just a general guide. I mean it doesn’t mean every click that you get if, if you’re a divorce lawyer in Orlando advertising, for that term doesn’t mean you’re going to pay $ 21, it might only be $ 4 or $ 5. This is just a guy died. It’s not anything! You know exact science to go by so anyways just going down here.
We can click up top here and just like Excel. We can arrange all the terms in ascending or descending order, so child supports a huge one here, right, search for or 5,400 times, but the term child support. If you’re looking you’re a lawyer and you’re trying to gain clients, is that really a term that you think will land you paying clients? That’s why it’s only you know four dollars and 24 cents a click here.
That’s why it’s low competition, it’s probably not going to generate people, it’s not at the end of that sales, funnel where people have their credit card out and they’re. Looking for that term and trying to hire your services lawyer 590 times a month attorney 480, so it just gives you an idea. You know what people are typing in in your business. So let’s change this to painting your painting business.
So now I wasn’t too accurate here. I guess abstract art, acrylic paint, paintings spray paint, probably not the best one, how about how about lawn care and we type in lawn care. You can see landscaping, lawn service, landscaping, ideas if you look at these high ones. Those are the ones. No, that’s not a good example lawn mowers, not something if you’re a landscaping company you’re not wanting to put in the term lawn more on your website.
People are not looking for landscaping services when they’re typing in lawn mower. They would be looking for lawn service. I mean that they’re. Looking for your for your services again here, you can see that’s a seven dollar and twenty two cent click lawn care services, Wow almost twelve dollars, that’s showing again, it’s not searched a whole lot. Seventy times a month, these are just general guidelines by the way they’re, not exact dead-on, so one maintenance, 7oa, so yeah lawn lawn care can be an expensive category as well, just showing you basically in the city of Atlanta.
How competitive is now that can change from city to city depending again on supply and demand? How many people are competing for those keywords, so that’s the Google Keyword planner tool and again, that is just looking for giving you keyword, ideas to use on your website. So what exactly do you do with those keywords, once you have a list of popular keywords? That’s great your your a lawn care service here or landscaper, and you say, yeah okay, lawn service looks like a you know, really good one that I need on my website.
People are in the you know, looking for those services lawn care services just start writing all those key ones down that you think people would be typing in lawn. Maintenance is another good one yeah. I know it’s only search fifty times, but those are the people at the end of the sales funnel looking for your services write all those down and what do you do with them? Well, let’s have a look, let’s type in Orlando family-law whoops, and I really can’t spell here: can I so Orlando family law and let’s see what comes up so you’ll notice in this in the results? Look at this one, two, three four ads at the top.
This map thingy, which will go in more detail in module four, if you want to figure out how to get your business on the map here, you look, you’ll see different attorneys and you know on these little red dots here that are listed. The large dots are these ones that are the top three here I’ll show. You we’ll discuss that as well how to get your business on the map, so we go down. Ok, now we’re into the actual organic as they call them or organic.
Is you know, unpaid for we’re not paying for ads? These are the firms that are ranking at the top for the term family law. So what? Let’s figure out? Why are they ranking for the term family law, so I’ll click on the number one result? Let’s have a look at their website, okay, so this one he has the word family and the title up here again family. Here, it’s quite prevalent right at the very top. One of the first things you can click on is family law he’s ranking for the term.
He I should say he or she, or this firm is ranking for the term family law. I mean kudos to the web designer, whoever designed this website they ranked first in a large city for a very competitive term, and – and these are you know again right here – the term family law. So those search bots that I was talking about earlier – they go through. They crawl this site; they they see the term family law.
Okay, this this page must be about family law. Now I want to give you one caveat here: one warning: do not go and stuff your web page with the term family law. If you’re a lawyer, saying okay tom says, I need to you, know, put this keyword in here a bunch of times and then I’ll rank for it. That’s no! No, please do not do that, make it as natural as possible right, you’re content with natural flow and include that keyword.
You know two or three times, maybe in a clickable link, if that’s an important term, that you’re actually trying to rank for and that’s it do not overdo it. If you overdo it, you’re going to get yourself a penalty, the again the search engines are brilliantly smart. They’re there they will pick that up, they will say okay, this particular page has you know 300 words and the keyword has been used seven times.
That’s. You know obviously way too much they’re trying to game the system, and we will assess a penalty to this webpage. Just letting you know you know there are rules against it, so don’t get yourself a penalty just make it look. Naturally you know I would be you know with this many words. Three four: the most times I would use family law, but I think they’ve gotten away with maybe five times here.
So let’s go back again. This is you know. What do you do with these keywords? Look at that, so they ranked number one and two in a large city kudos to them. Excellent. Let’s have a look at this one. So again, the term is family law, their websites taking a little long to load but they’ve ranked fairly well in a large city. Here we go family law right at the top, so good for you, Donna, okay, again family law at the top here in a drop-down menu, family and right, family law here and family law and again another that’s just their menu family.
A lot at the bottom, just showing you what keywords do and why certain websites get ranked for certain terms of certain keywords, because they actually use it in their content wisely. They don’t overuse it they and it and again, like I say, there’s 200 different variables that go into deciding why a web shuts website should rank highly, and this particular website is not only using the keywords, but it’s an attractive website.
It’s it’s. It probably has great metrics from Google there they’re picking up that people are spending. You know a fair amount of time on the website they’re clicking through, and those send signals back to Google that that website is valuable for people looking for the term family law. So they rank it high every every new website. I find if you come up with a new website. It’s going to be you know, given a chance, Google says: ok, yeah your new.
If, if you submit it, you have to submit it first of all, ok and I’ll I’ll show you how to submit it later. That’s that comes in in later how you can, in module 3, how you can submit your website in order for Google to actually yeah crawl. It say: hey, Google, I’m over here, come check. My website out it’ll, give your website a shot and you’ll notice early on all of a sudden, maybe not necessarily the first week, the second week or even the first month.
Your website will appear, but then all of a sudden, it will be there up near the top for certain keywords and it will grade your website. Basically, it’s giving you a shot, saying: ok, you’re new, let’s see how you make out and people will have an opportunity. There’ll be a few people, just you know, showing in the search results. Oh there’s there’s your website, they’ll click on it and and it’s basically a rating.
You know how long did they spend on that website? Did they like bounce right back to they say uh? This isn’t a very good website, or it’s taking too long to load. Forget it, I’m hitting the back button button and checking out the next search results. If they’re spending lots of time on your website, that’s good for you! Google will give you some more time to evaluate your site and see if it deserves to be on the first page or you know in the top near the top of the rankings.
That’s just my experience, my gut feeling. That’s that’s from my experience. What actually happens? Okay, so we we know about keywords. We know how to find keywords: I’ve, given you an idea how you should use them in your site. Now, let’s say you have, you know four different main services, let’s say you’re a landscaping company and you want to rank for the term lawn care. You want to rank for the term snow removal.
You want to rank for the term landscaping. The those are all different keywords, so should you have one page with all those different keywords on it and then it gets kind of confusing. I find, if you focus you know to like snow removal, for example, would have its own page, and you would talk about some. Your snow removal services and your value to the customer and your snow removal quote form there and, and that would be the most effective way for Google to say.
Okay, this page is about snow removal and that’s in the search results we’re going to serve that up. For people looking for the term snow removal, surfaces of snow plowing, you get the point, but if it has snow removal, landscaping lawn care all on the same site. Google says okay yeah. It has snow removal on there. But it’s got these other things and it’s probably going to waste. You know the visitors time and they’re they’re not going to spend as much time on it necessarily so we’re not going to rank it as high.
That’s again, that’s my personal experience, try and focus if you have different services and within your business, dedicate a page to each that’s my my personal tip when you’re when you’re making your website so anyways moving on I’ve shown you what you can do with these keywords. Again, these keywords also come into play when you’re doing any pay-per-click advertising very important, that you have those keywords within your content.
If you’re trying to market your business in these ads up here, okay, so family law, firm family law, family law, those are right in the title – the term family law and this this ad. Here, I’m just going to guess: I’m just trying to see if the term family law is in it, I’m going to guess that this particular ad they’re playing a lot more just because they don’t actually have the term family law in it.
When we did the search for family law, so these three ads do and – and that’s important I’ll, show you and I’ll cover that in module 3. Why you want to include those keywords in your content and also in your ads, so moving on I’ll show you another tool. Uber suggests: okay, uber suggests dot, IO ubersuggest dot, IO, just a quick. You know tidbit here, dot IO. I said what what say. Oh, you know you usually have dot-com dot CA.
That’s Indian Ocean anyways. Just for those that want to know so uber suggests is a is a keyword idea, generating tool. So, let’s type in the term lawn care, and then we just simply you can select. You know on the web or what is this for we’ll leave it on the web. Yeah English select your language click on suggest, and it’s going to come up with a bunch of keyword, ideas for us, okay, so a long Caroline care service, lawn care tips, lawn care near me.
Lawn care companies, ok lawn care business. These are not necessarily keywords that you would find on the Google Keyword planner tool, and it just gives you some more ideas when generating keywords. Okay, my final tool that I want to explain to you a process that I to use that’s often very effective, is the good old-fashioned, noggin right, so try and use you know, put all your marketing cap and think put yourself in your customers, shoes.
You know your business best and try to imagine what kind of key terms would your customers be typing into the search bar in order to search for your business, your services, your product. So, let’s you know, you grab a pen, you grab a piece of paper and you you just start coming up with those a list of those key terms. Now keep in mind. Every excellent marketer will be using those tools that I just showed you and they’ll have access to those same words and phrases key words that you are also competing for.
So I like to be I like to try me unique, try to be different, separate yourself and come up with unique phrases. Sometimes they flop sometimes they’re that golden nugget that sets you apart. So lets. You know, okay, let’s, let’s pretend I’m going to pretend. I don’t know landscaping company and I’m just going to put on my marketing hat close my eyes and just start thinking of what I would type in if I was looking for some kind of services by a landscaping company.
So it goes lawncare’ lawn care, lens cake and company. No, no, keep in mind when you’re typing these in in your own city. The results that come up luckily search engines are smart enough to did sector okay, this person’s looking for a service, something that’s offered locally. So you’re not going to get results for if you’re living in New York you’re not going to get results for a Boston landscaping company on the first page, you’re going to get local results around wherever you are so ok, let’s continue on one care quotes.
Somebody looking for you know, they’re deep in the sales funnel they’re looking for they’ve got their credit card out, they’re looking for services right away, just start, making a list write those down and try implementing those and putting some of those into the keyword planner tool, see If they come up see what kind of volume they have and if you want to implement those put, those on your website give them a try.
Okay, so that almost concludes the second module on keywords. If you’re looking for some bonus material would like to see some of the resources that I use you’re, more than welcome. I have them listed on my website at Tong telecom, slash traffic, so type in your URL bar Tom Telecom, slash traffic and you’ll, see the all four modules will be listed. There you’ll have an opportunity to go through each and you’ll see at the bottom.
I I will list some resources that I would use for keyword, research, some of the experts in the industry, some of the people that I look up to and follow and you can check their stuff out too. One thing I will mention shameless plug here. If keyword, research is not something you’re interested in, I get it you’re busy, you’re a business owner, you’re an entrepreneur – and you say: hey Tom, I you know this is great stuff, but I’ve got no time for this and you would like me to hire me for Right now currently have a $ 99 package.
If you go to Tom Telecom and look under services, I will personally there’s a form for you to fill out I’ll, get to know about your business and your customers in your geographical location. I will do some research and give you the top ten words that you should be targeting and anyways. You can check that up. As always, I encourage you to LIKE and subscribe. If you found this content and the least bit helpful are valuable.
I it really helps me with my audience to help grow. My audience get the word out there and I appreciate it if you take the time to hit that thumbs up button below this article or more importantly, subscribe, and you can get more great content. Lots of. I constantly produce lots of great free information liking this article to help you grow your business, so please subscribe. Ok, I also encourage comments in the comment section below.
If you should have any questions, I’m more than happy to answer them and just to get the ball rolling, I’m going to ask you a question and if you wouldn’t mind leaving a response below my question is to you: did you take keywords into consideration when you Designed your website or had your website design. Okay. That concludes module. 2. I hope you enjoyed it and I encourage you to move on to module 3, where we will learn all about pay-per-click advertising to me, the most effective tool in try and attracting targeted traffic to your small business website Bar None.
This is the best tool right now in 2016 and beyond. This is basically where you want to be playing and have a good grasp of how it works.