Search words – identifying them

Keywords are THE critical element in achieving search engine success. Keywords are important not only in your meta information but also in your page title and content. These search words filter through to the following key areas: page title, meta information (keywords and description) and content. You may also want to bear in mind the fact that Google does appear to try and match search words with domain names.

I believe the key is to identify the search words that your target audience are using. If you can get into their mindset, and work out what they are likely to type when searching for a ‘product like yours’, then you’ve made some huge steps forward. Tools like Overture’s Suggestion Tool and Word Tracker, may well help to broaden your search word base; however, getting back to basics is as important.

You need to be asking yourself the following questions:
What words do my clients/partners/competitors use to identify my products? For example, mobile phones, religious books, rugby balls, etc
Are there any new buzz words around? For example, ‘Talk-time’, ‘pay-as-you-go’, ‘mobile devices’, ‘broadband’.
What words are my competitors (those ranked highly on search engines!) using? This is how you take a look at the meta keywords and description of your competitors - competitor meta information.
What about regional, cultural or language differences? E.g. elevator (US), lift (UK).
Should I be thinking of the bigger picture? For example, golf is a hobby/recreation but can be a corporate event; marketing is linked to business strategy but also has elements of tactics and promotions; computer chips have huge range of applications not just in a PC.
You may find it helps to list your information in a spreadsheet, placing words for different audiences into different columns.

Google Adwords Keyword Suggestion Tool

Wow! This is a really great tool. It allows you to find specific keywords for your search word, related keywords and even keywords for different countries and languages. Here's the URL:

Google AdWords Keyword Suggestions

Related Article
Overture's Suggestion Tool for search keywords

Word Tracker – a tool for identifying keywords

Like Overture’s Suggestion Tool, Word Tracker allows you to view words and, as importantly, related words that people have been typing in to the search engines over the past month. This should help you come up with a broader list of search words for your product, service or company.

What Meta Information Are My Competitors Using?

To find out the meta information that your competitors are using, simply go to their Web pages and then click View > Source (on the Internet Explorer menu) and look for description or keywords (if they’re not clearly visible, try Control+F). If you're using Safari, you will need to go to Develop > Show Page Source.  Don't forget that Google does not use the keywords meta tag in web ranking.

If you would like to develop your Digital Marketing skills, why not take a look at our CIM Certificate in Professional Marketing course, which covers areas such as company audit, competitor analysis and creation of objectives.

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12 tools To Analyse Your Competitors Online
Competitor Analysis For Digital Marketing

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Overture’s Suggestion Tool for search keywords

Stuck for keywords for your site? Want to know what people are typing into search engines? Then, give the Overture Suggestion Tool a go. It is a great way to find out what search terms people have been typing into Overture. It can really help you find new keywords for use in your meta description and keywords, as well as the site content. You can either take a look at the .com suggestion toolor the UK one. A small number of other countries also have suggestion tools.



Tom Peters on the cheap!

Tom Peters is the highest profile management ‘guru’ in the world. He commands huge appearance fees and watching him speak doesn’t come cheap, either – you may have to pay up to 500-600 smackeroonies. There is a cheaper way, though..

Tom on the cheap
1. Go to Tom’s Web site and download his presentation slides for FREE.
2. Carry out searches on the web for free Web seminars/webcasts or live presentations
3. Get someone else to pay for your ticket!
4. Tom Peters newsletters and observations
5. Download a free chapter from his book Re-Imagine
6. Participate in the Tom Peters discussion forum
7. Tom Peters seminar in Minneapolis on November 17th - prices $24. How much?????
8. Tom Peters Seminar in Toronto on November 19th - prices CAD $59

October 27th update: FREE online seminar for November 10th

Junk Mail – get your own back

Saturday morning and, like very morning, I get a number of letters asking me if I'd be interested in a new mortgage, a loan, health insurance and a multitude of other unnecessary offers. Up until a few months ago I used to stick them directly in the bin, that was until I heard the story of someone who got so fed up of receiving offers from companies, that they decided to use the prepaid envelope to send a brick back to the company, hoping that the offending company would pay the postage.

Now, I put all their marketing literature back into their pre-paid envelopes, letter and all, and make sure I strike out my name saying "Not Interested". It seems to do the trick and puts a smile on my face every time I do it!! I never asked them to send me this information, and waste natural resources doing so, but I can certainly help them pay for it.

Free Search Engine Submission

There are very few search engines where you can go and manually submit your site these days. Most of them either offer paid inclusion direct to their site or inclusion as part of a larger submission process.  Of the major search engines, the following offer you free submission:
Hotbot (look for ‘Free Submission’ Button)
However, they can take some time to register your site – sometimes up to 6-8 weeks. That’s why they offer a rapid inclusion service, where they guarantee to get your site indexed in 24-48 hours but at a cost (around $35-40).