Who Else Wants to Know Jen's Covert Keyword Competitor Elimination Strategy?

submitted by Richard Taylor

Here's an interesting article I found talking about using multiple word keywords (or keyword phrases).

The research -if you can believe research - suggest searchers are more likely to use 4 word keyword phrases when searching on the web to buy. This is the reason the article got my attention!

Here's the article (cannot atest to credibility but something to think about)

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In Web Search, The Sweet Spot Is Four Words Feb. 22, 2005

Internet users who use four-word searches are more likely to purchase goods or services or receive items of value than those using fewer words.
By Eric Chabrow
InformationWeek

Internet users who employ four-word keywords in search engines are more likely to purchase goods or services or receive items of value--such as white papers--than those using one, two, or three words, according to a new report.

For Web-site operators, that means they should create three- and four-word phrases as metadata and keywords to attract visitors.

Oneupweb, a consulting firm specializing in optimizing Web searches, issued a report that contends conversion rates peak at four-word keyword phrases or strings, but drop off when longer phrases are used.

The one exception: when a single keyword is a corporate name. "People searching for a particular company's name are predisposed to making a purchase or conversion specifically from that company," the 10-page study says.

Researchers define conversion rate as the percentage of unique visitors who purchase or receive items of value or fill out forms at a Web site.

Using aggregate data collected by a proprietary search analytics conversion tool, Oneupweb gathered traffic and conversion data related to search-engine keyword searches during July, October, and December. Oneupweb maintains a database of hundreds of corporate customers including online retailers.

In its analysis of December data, Oneupweb says 38% of users who typed in four words converted their search to an item of value. That compares with 6% for one word; 15%, two; 33%, three; 10%, five; and 9%, six or more.

However, a single keyword representing a corporate name had a 33% conversion rate, while a corporate name coupled with one other keyword dropped the conversion rate to 7%. Findings for July and October were similar to December's results.

Researchers admit they were surprised of the sharp falloff after four words. They suspect searchers using longer strings may be asking specific questions, suggesting they're investigating a product or service and may use a shorter string later when they're ready to take action.

Also, search engines might not be effective interpreting five-word searches, returning less relevant results and discouraging conversions.

Oneupweb says companies shouldn't snub single keywords, but they should add relevant multiword keyword strings of up to five words.
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Interesting Article right - definitely something to think about and to add in to our considerations when building our keyword list.

Let's look at how that translate in to business and profit!

SHOW ME THE MONEY!!

We want to build our keyword list - these keywords or keyword phrases are what we'll use to advertise and match up with what searchers are typing in to the Search Engines. We'll also use them for our publicity marketing - like in articles and directories.

Firstly ask yourself 5 different ways to describe your idea/interest ... then for each of those 5, two more detailed ways to describe it - using up to 4 words - this is known as a keyword phrase. That give us up and over 10 different ways to describe our offer. From each of these, we can run keyword searches using Web Business Keywords, Wordtracker and Google Keyword Suggestion Tool (part of Adwords).

Now, you have a mega list to cleanse and tidy and then, when you have all the words you want to use to advertise your offer, we head over to the Winning Web Business Booster tool (check your Member Centre under "All About Keywords" for details).

Shaz-am!! You have a comprehensive variety of keyword options ... many of which will be 4 word keyword phrases.

What I particularly love about the perspective of this article and the research and why I think it's worth us considering is this:

Most bad marketers will go for the one or two keyword phrase when advertising. Why? Because they're lazy - but Winning Web Business Ownes know that extra little bit is what gives us the edge and allows us to dominate marketplaces. WOO HOO!!!!

One and two word keyword phrases tend to be the most heavily populated by advertisers. They spend a fortune attracting irrelevant, unqualified leads and if you add in what the article above suggests, also unwilling to buy or not ready to buy.

Let's look at an example: Say you're a mortgage broker. If I asked the average non Winning Web Business owner how they would describe their offer, they would probably say "I write loans or organise mortgages". Then they would say I want the most amount of traffic on the web - "I want everyone that wants a loan to see my site and I'll spend top dollar to buy number one position That's how I'll dominate the marketplace."

HMMMM... BAAAAAH! Wrong answer but thanks for playing, you're not winning business on the web today. If you buy your traffic, you'll pay a hefty premium AND<>AND you'll get the double bonus play - cheaper advertising to more qualified and pre-disposed leads and buyers. So, in the example I gave about mortgages - investigate and go for keyword phrases like first home owners mortgage.

Take this extra step in your planning - your competition wont be bothered and you'll be grabbing better qualified and potential more ready to buy traffic with less competition. Your competition wont be bothered thinking about these extra little things - the majority want a magical pill and will cheat themselves out of their rightful earnings. Dont let that happen to you!

I love finding pearls like this article and turning the learning in to earning!

Enjoy
Jen

I took this article from Jennie Armato's blog. http://www.InternetMarketingWithJen.com You may want to bookmark this - she talks a lot of sense.

Richard Taylor