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Keywords: They Unlock All The Right Doors

by: Erik Wickstrom

Are you missing out on some great five-cent traffic? Did you know that by bidding on variations of popular keywords you can grab hundreds or even thousands of visitors that your competitors didn't even consider?

Why Keywords Are So Important

What is a keyword? The answer is simple... It's what a user types when they are searching for something they want on the Internet.

If you want to dress up as Darth Vader and buy the outfit online, you could go to Google and search for the merchandise you need. But what would you type? Maybe Darth Vader Helmet? Or Darth Vader Mask? Or would you type Mask + Darth Vader? How about Darth Vader costume or Darth Vader Adult Costume? What if you misspelled Darth Vader?

As an online consumer, chances are you would keep typing variations of what you wanted until you saw what you were looking for. Well wouldn't it be nice if a company had exactly what you wanted and you saw their ad the first time you typed your query?

As a vendor using Google Adwords, you can't afford to miss opportunities like this. If you were selling Darth Vader Masks, you sure don't want your prospect to type Dark Vader Masks and NOT see your ad. Do You?

So, it's important to load up your Ad Groups with keywords that real people are typing when searching for things online.

How can you anticipate what people will type? Well, there are a few websites that can help you out. Maybe you've heard of them: Overture and Google.

Many people are familiar with Overture's search term suggestion tool. You can find it here: http://inventory.overture.com. It's a great tool for estimating demand of specific keywords. You can compare the number of searches for one keyword with another and you can also see popular search phrases that contain your keyword.

For example, if you type Darth Vader into Overture. Your results may include: darth vader, darth vader costume, darth vader picture, darthvader wall paper, darth vader helmet, and so on. Plus you'll see numbers next to each term telling you how many searches were run with that key word or phrase. The numbers may or may not be accurate, but in relation to each other, they give you a good benchmark of which phrase is typed more often.

One of the biggest complaints people seem to have with overture's tool is that it lumps together singulars and plurals and often alphabetizes the words in a phrase so you don't know if people are typing "vader helmet" or "helmet vader". Another complaint is that you are not given any results unless they contain your term (ex. Darth Vader). Therefore, you might miss out on keywords containing a synonym for Darth Vader like Anakin.

To help with what Overture lacks, a lot of people are using Google's Keyword Tool found here: https://adwords.google.com/select/KeywordSandbox. It's much more specific about the order of words, singulars and plurals AND also suggests related terms that may or may not contain your original phrase. The downfall that most people mention is the lack of numerical data to give an idea of how many searches are performed for each term.

A quick use of Google's tool provides similar results to Overture, but also includes terms like lightsaber, anakin, comic, count dooku, and sidious.

If you want the best of both worlds in one spot, you can use a tool like WordTracker found here: http://www.theadtool.com/wordtracker. This very useful tool will give you counts from most search engines, distinguish between singular and plural, and offer related terms with their counts. It also provides an index number called KEI to give you an idea on how competitive certain terms are (mostly for organic search engine marketing).

Regardless of which tools you use, it's critical that you grab hundreds of keyword variations and put them into your ad groups. If you don't, you're probably missing out on some very low priced terms and might even be missing out on what everyone is typing when searching. If you know the story of the insurance companies promoting auto insurance instead of car insurance, then you can certainly see the importance of including related terms.

About the author:
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5 Ways Google Will Help You With Your Traffic
by: Tinu AbayomiPaul

If you�ve ever had a severe drop in your Google rankings in search results, you may think of Google more of an enemy than an ally.

But if you knew what I do, you�d realize that there are tools provided by the search engine that help you learn more about your traffic, and may even help drive visitors to your site.

Here are five ways that Google provides free traffic assistance.

#1 - Google will Help Your Pages Get Discovered with Google Sitemaps
https://www.google.com/webmasters/sitemaps/login

Google Sitemaps is a program that gives you the opportunity to present your site�s pages to Google in XML or text. Google will then come by and spider the pages, getting you indexed faster.

Take note that this doesn�t necessarily mean that your pages will be listed for your favorite keywords, only that discovery will take place a lot faster than with manual submission. Google Sitemaps will also give you some basic site stats if you verify your site, such as the top keywords for discovery, errors it found when crawling, and the types of documents at your site.

If you find compiling your sitemap for Google in the correct format difficult, try the SOFTplus GSiteCrawler Google Sitemap generator. It�s my favorite Sitemap generator, free and easy to use.

#2 - Google Will Talk To You and Your Webmaster In His or Her Native Tongue or Plain English with the Webmaster Section
http://www.google.com/webmasters/

The Google Information Page for Webmasters should be your first stop when you want to know more about anything that has to do with your site and its relationship to Google and any of its many flavors of search such as Froogle. Particularly for new site owners or operators, checking this page first has saved many from needless anxiety.

Most of the basic information is in straightforward language, with links to details for geeks like me.

#3 - Google will Tell You What It Knows with Web Page Information

If you type info:yoursite.com into Google, Google will tell show you a page that has your link at the top of the page, with a short description, and the following phrase �Google can show you the following information for this URL�.

This special page compiles several queries about your site including pages that contain your URL (all the pages Google knows of that are linked to you).

#4 - Google will Help You Analyze Your Traffic with Google Analytics
http://www.google.com/analytics/

After a recent purchase of Urchin Stats, a free online version has been made available, and re-branded as Google Analytics. This cookie-based invisible visitor tracker can give you information that go a bit beyond standard stats such as bounce rates, visitor loyalty, keyword discovery results for a single day, click paths through your site, and page views per visit.

With the ability to analyze your traffic, you can help learn where the holes in your site are, and how to keep them on your site for longer periods of time, as well as better ways to steer a visit towards a specific action, such as a subscription. Results come in flavors for the executive and the search marketer alike.

There�s currently a waiting list to use Google Analytics due to popular demand.

#5 - Google Will Advise On Getting the Most from Your Traffic with Conversion University
http://www.google.com/analytics/conversionuniversity.html

Google Analytics also has two content sections that are available to all, called Conversion University. While the articles are decidedly slanted towards AdWords users, a prudent read yields many clues that can be applied to preparing for visitors who arrive through organic search discovery. One reference area is called �Driving Traffic�, the other �Converting Visitors.�

At the end of the day, the process by which your site gets ranked in Google search engine results is a computation of a complex algorithm, which means Google - the search engine - really isn�t capable of being your best friend or your worst enemy.

Meanwhile, Google - the company - also provides access to resources that will help give your site a fighting chance.

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