Continued from page 1
Let's look at an example
John has a client who sells baby furniture and products online, so he needed to find
target audience for baby furniture. Putting his creative mind at work, he started thinking about who would want to buy baby beds and strollers. Not people with newborns - after all, they already own all of furniture they need. The true audience for his client is soon to become parents, grandparents, etc.
His next step was to use Comprehensive Search to try to determine what his target audience is looking for. John typed in "baby," and he found some very interesting results.
People searching for word "baby" were searching for keyword phrases like "baby names," "Baby Names," "Baby Boy Names," and so forth.
Bingo! He had angle he needed to get traffic to site. Rather than concentrating on actual product he was trying to sell, he thought of a way to pull in traffic through a different window. After all, what will his target audience be looking for on Internet? Ideas for names for their new babies!
John adds, "Keep in mind that this angle is also based on fact that babies are always on way, around world, day after day, which creates an extremely unique market for certain products. Understand advantages of identifying people's behavior, and you'll never look at keyword research quite same."
After he has captured visitors at his site, he can easily slide in fact that site is also selling baby products and furniture. He's gotten them to site, which is step #1; they are his target audience, which is step #2; and with compelling content, he can increase site's conversion rate to go along with increase in traffic.
How did John proceed? He created a page that focused on meanings of baby names.
Keep in mind that page he created has value and unique content. He didn't just toss together a page, simply for sake of getting a top ranking. Instead, he worked hard to find links all over Web to sites that offer meaning of baby names. His page offers tremendous value to search engine and users as a one-stop resource for finding links to meanings of baby names. Then, in strategically placed spots on page, he subtly added pictures of his client's products with links to related pages.
John explains, "Don't ever trick your audience or they will simply never buy. Give them exactly what they are looking for right up front. In this example, I created a page that offers baby names and meanings of baby names, and I subtly offered a few product listings or links to my client's storefront. It is essential that you always provide content related to their search first, and then offer links to appropriate products within your client's site."
The bottom line?
How did John's strategy work out for his client? The baby names page alone pulls in an additional 500 unique visitors of extremely targeted traffic each month.
John adds, "I cannot give you percentage in terms of exact increase in sales, but I can tell you that client has been very pleased with results."
Remember that this is just one page that John added to site.
He explains, "Had I really wanted to pull out all stops, I could have created several entry pages around this one theme. For example, targeting keyword phrases such as: 'most popular baby names,' etc. You could also build content right into site and extend it through all of races:
* Spanish baby names
* Italian baby names
* Jewish baby name
* French baby names"
(See Part 2)
Robin Nobles is the Director of Training of the Academy of Web Specialists (http://www.academywebspecialists.com), where she has trained several thousand people in her online courses in search engine marketing strategies (http://www.onlinewebtraining.com). She also teaches 3-day "hands on" search engine marketing workshops in locations across the globe with Search Engine Workshops (http://www.searchengineworkshops.com.
