Continued from page 1
6) We keep taking out keywords:
website content, copywriting, ghostwriting, copywriter, ghostwriter, advertising copy
Result -> Page 3 all web Alta Vista, Hotbot, Lycos and Yahoo
7) Omitting 'ghostwriter' is death blow, in end. This string of words delivers a no ranking in any of search engines' top three pages:
website content, copywriting, ghostwriting, copywriter
Result -> no pr.
8) Adding ghostwriter again:
website content, copywriting, ghostwriting, ghostwriter
Result -> a page three listing on AltaVista.
9) But when we take out ghostwriter and ghostwriting and leave in most of our keywords, we are still very much loved by hotbot and Lycos Pro,
clicks, writing, website content, copywriting, copywriter, advertising copy
Result -> Page 3 ranking Hotbot and Lycos.
10) Let's put them on a weightloss diet. Not a good idea:
website content, copywriting, copywriter, advertising copy
Result -> no pr
11) So what happens if we enter two hottest keywords just by themselves? Ghostwriter and ghostwriting
We can't expect people looking for us to be typing in more than two, at most three keywords. Adding one simple word to combination does not alter anything. Website, ghostwriting, ghostwriter yields zero results.
But exchanging website for website content lands us pages 3 again in HotBot and Lycos.
Content copywriter, ghostwriter, also zero returns. And Content writing, copywriting, ghost writing is also not giving us a PR.
So here we go, we now have some idea of where future web traffic and web clients are going to come from. Or at least so we think. Now what can we realistically expect from our wonderful page ranks? We are a copywriting business and ideally want to be seen by advertising agencies that outsource writing to small freelance guys like us. So let´s hunt those down.
They are competition. Let's analyse them some more. It turns out soon that we need to do better to maintain levels of euphoria that are filling office to brim. Marketleap shows us people in advertising with as many links as we have and that are also grouped in category advertising and marketing. Too bad, our nearest competitor is a site named www.trendcreators.com, which does marketing research surveys and its link number is twice as high as ours. It's time to talk some more sense.
So we go back to keyword analysis tool at keywordtracker and this is where reality hits home and we begin to understand bigger picture some more. Running each word through analyser (and actually completing a preliminary competitive analysis in stage 4 of tool, which is easily missed out on) we begin to be even more bepuzzled.
A total of 18 of our keywords are words that are slightly in demand, one is wrong and three were never requested during last 60 days (among which our name). Of keywords that were in demand, number of competing sites offering services on basis of same words in MSN was so high that deviding demand by offer -an equasion that's widely used to determine how valuable a particular keyword actually is- yields very low numbers.
The Keyword Effectiveness Index can be calculated this way for every word that's tracked and here's a quick overview of our keywords' effectiveness in MSN search engine. A keyword term like ´editing services´, attracted queries from 35 people over last 60 days. That in itself is quite low, we think, but aside from this fact, companies that are listed under these keywords, our competition, amount to 35,124. The two numbers yield a KEI ratio of 0.206% for 'editing services, which indicates it is a search term not highly rated.
KEI ratios of below 10% are deemed not interesting competitionwise and are certainly not advisable to purchase, say advertising gurus. Anything over 10% is beginning to be interesting and when you are beginning to near top percentile, 400, you´re likely generating massive traffic numbers.
Not any of KEI ratios were above 3.5%. Lucky for us that we are in top rankings even though above gobbledegook is not really shedding any light on matter so far. What's more worrying, is that we still have got to see traffic coming. Seven guests yesterday, and that´s pretty standard since site´s inception (....why lie?)
And not being able to incorporate effect high rankings are likely to have on KEI in any measure accurately, we somewhat remain in dark about just exactly how popular we will be, DESPITE OUR HIGH RANKING. With demand for individual keywords on low side and competition overly present, our traffic numbers are most likely not going to be blowing pan out any time soon.
Quick daily scans of number of visitors with devices like www.hit-o-meter.com have confirmed this assumption so far. Even if of all 5,000 or so queries people type in using our combined keywords over two month periods, contentclix managed to attract double KEI ratio, this would still only mean traffic streams to our site of at most 30 visitors at most in a time span of 2 months.
Perhaps we´re bad losers, but we are starting to hate boyz at wordtracker!
Most search engines that offer keyword buying run similar services although it's not really 100% clear if keywords included concern queries for find free services or paid for listings.
We have yet to see what difference it makes for us to have a PR and we'd be more than happy to update you on our progress!
For time being, all we can attribute rankings to is our outstanding work. There is no other explanation, folks. Line up work!
Angelique van Engelen runs www.contentClix.com, an Amsterdam based freelance copywriting agency. She has lived and worked in the Middle East and London for over six years before returning to her home country, the Netherlands. She specialises in writing sales copy, feature articles and research reports.