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3 Tips for Understanding How People Search for You Online [Marketing Cast]

 

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right keywordsWhat’s tougher than finding the right words to communicate something? Finding the right keywords to predict how something might be looked for in search engines.

Do you ever pause to think about the search terms prospects are using to find you online? This should be your mindset when you are creating new offers, launching marketing campaigns, and generating buzz around your brand. In this episode of the Weekly Marketing Cast, we discuss how you can prepare for the way people are looking for you online.

1. Start With Interviews

You should conduct interviews with current and potential customers, David Meerman Scott advises. Because their language can be very different from the way you talk about your products or services, interviews will help you learn what sort of search terms prospects are using to find you. You need to enter that mindset in order to create the content they need.

2. Check Out Industry Events

Go to the registration pages of conferences, industry events, and webinars. The descriptions on these pages will give you a sense of the terms and expressions your niche is already actively using. Equipped with this knowledge, you might be able to create other keyword variations that are less competitive.

3. Don’t Make Stuff Up

There is a range of tools that will enable you to do keyword research (e.g. the Google AdWords Keyword Tool, the Google Insights for Search tool, and HubSpot’s Keyword Grader). In any case, you have enough reliable (and often free) resources available that take the guesswork out. The most successful strategy is doing your own research rather than making stuff up.

How do you do keyword research?

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comments Comments

Posted by Magdalena Georgieva on Mon, Aug 22, 2011 @ 10:02 AM

COMMENTS

I'm a big fan of WordTracker's keyword research tool. It only represents 1% of the search market, but it will show you super long-tail terms that get as few as 1 search. Google's keyword tool seems to cut off any keywords with less than 75 searches per month, so I find it pretty valuable. 
 
Aside from tools, I also like to think in terms of the different phases of the buying process: 
1. Awareness of a problem 
2. Awareness of solutions 
3. Awareness of my particular solution 
4. Awareness of the benefits of my particular solution over others 
5. Making a purchase decision 
 
Most websites are built target keywords at phases 3+, so there is a huge opportunity to reach prospects in phases 1 & 2.

posted on Tuesday, August 23, 2011 at 9:13 AM by Chris

I am mostly used to Google Keyword Tool. Again, its suggestions would depend on the type of keyword you submit to it, so we need to know the fundamental keywords we need to focus. 
Internet Marketing Assistant

posted on Tuesday, August 23, 2011 at 11:54 AM by John

I am with Chris above on this one, Wordtracker is a very valuable tool to have at your side. The idea is to create specific landing pages tailored to what people are looking for and these longer term phrases that Wordtracker generates helps when writing a quality piece of content for the page you are trying to create on one theme, one topic. 
 
Wordtrackers Strategizer tool is also a worthwhile tool you should get into.

posted on Friday, August 26, 2011 at 3:35 AM by Brian Mathers

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