Motivation of User This factor, even more abstract than specificity, calls for an attempt to understand motivation of a search engine user by simply analyzing his or her search phrase. Assume, for example, that you were a real estate agent in Atlanta. Two of keyphrases you are evaluating are “Atlanta real estate listings” and “Atlanta real estate agents”. Both phrases have very similar popularity numbers. They are also each fairly specific, and your services are very relevant to each. So which phrase is better? If you look into likely motivation of user, you will probably conclude that second is superior. While both phrases target people looking for real estate in Atlanta, you can infer from second phrase that searcher has moved beyond point where they are browsing local homes or checking out prices in their neighborhood- they are looking for an agent, which implies that they are ready to act. Often, subtle distinctions between terms can make a large difference on quality of traffic they attract.

3. Evaluating Keyphrase Performance: Until recently, judging performance of individual keyphrases was a dicey proposition. Although it is possible to tell from your log traffic analysis how many visitors are getting to your site from each keyphrase (valuable information, but unfortunately not enough to do much with), it was very hard to decipher which phrases were bringing you most quality traffic. Recently, however, some sophisticated but affordable tools have been developed that allow you to judge performance of each individual keyphrase based upon visitor behavior. This new software makes it possible to periodically analyze which keyphrases are bringing your site most valuable visitors- those who buy your products, fill out your contact form, download your demo, etc. This type of data, rather than sheer number of visitors from each search phrase alone, is invaluable when you are refining your search engine marketing campaigns, since you can discard and replace non-performing keyphrases and put increased effort toward phrases that are delivering visitors that become customers. This kind of ongoing analysis is final piece of keyphrase puzzle, and allows you to continually target most important phrases for your industry, even if they change over time.

Conclusion: Keyphrase compilation, evaluation, and performance are all vitally important to any search engine marketing campaign. While high rankings in search engines are an admirable goal, high rankings for poor keyphrases will consistently deliver poor results. Integration of this keyphrase process into your overall search engine marketing strategy can dramatically improve your website performance (and thus your bottom line).

Scott Buresh is Co-founder and Principal of Medium Blue Internet Marketing . For monthly tips on how to get the most out of your internet presence, sign up for our Internet Marketing Newsletter .

Showing or highlighting ink cartridges on screen along with monitors may incite an impulse purchase. Better yet - and this is impossible unless you have order histories or detailed profiles - show them exact cartridge they need.

3: Make it easy.

It turns out cylinder things costs a flat $20. There was no change to mess with, no stopping to fill in order forms, and no multiple pieces of currency. As people pulled $20's out of their pockets, demonstrator took them and handed over shammies in a single motion.

On Internet, you can make it easy in two ways - ordering and delivery.

Make order process as simple as possible. Amazon's "Quick-Click" links are a good example of making ordering easy. Impulse purchasers simply click on "Buy from Amazon" button and order straight off a pop-up window. You can see how it works here, in left column under "Amazon 'Quick-Click' Example": http://WebSiteMarketingPlan.com/Arts/ImpulsePurchase.htm

Easy delivery is another way to encourage impulse purchases on Internet. Immediately downloadable digital items are an example. For physical items, quick delivery - overnight, same day, or local store pick-up - can increase sales.

:4 Give an enticingly presented discount.

A roll of three shammies was $21 something, but guy was taking care of sales tax, which made it an even $20 (But wait, there's more!). Because it was early he would throw in another 3-roll for no additional charge. Caught up in moment, we nodded agreement. We were getting a deal - no sales tax plus three free.

The way a discount is presented can make a deal sound either appealing or "not such a deal". Which sounds better?...

1) "Buy One, Get One Half Off." OR "Buy Two and Get a 25% Discount."

2) "3 for $5.00" OR "$1.67 each."

3) "40% Off Sale" OR "On Sale, $12.00 each." (Assuming $20 item.)

Another way to encourage impulse purchases is to give a discount by bundling. Offer to reduce price on a second, related item (Like in example #1, above.).

Online, I have seen this done with books. Some booksellers offer you a chance to save money on shipping and/or book price if you also purchase a related item.

5: "Keeping up with Joneses."

Instead of putting shammies in a bag, demonstrator rolled them up into a cylinder. This way, people at show would see others carrying them around and wonder what they were missing.

The same concept can be applied to Internet. I have seen messages like: "Others who bought 'x' also bought 'y'" on order forms, at check out, and on product screens.

© 2003 Bobette Kyle. All Rights Reserved.

Bobette Kyle has more than a decade of experience in Corporate Marketing; Brand and Product Marketing; Field Marketing and Sales; and Management.