Archives for September 2010

Finding Strategic Terms for Keyword Marketing

That’s more than Words than is a Small Dictionary!

Jim was dumbfounded to the point of being speechless. He just sat there looking at me, trying to determine if I was telling him the truth or not. We were sharing a cola and some small talk, when he asked if I knew anything about keyword marketing. He knew I did, but used the question to get us on the topic. Jim often sought my advice because of my relationship with Randall Mains of PATHMAKER MARKETING. One of the services that Pathmaker offers as part of their small business marketing strategies is Keyword Marketing. He offers it as an online marketing tool, and helps clients accomplish that which they seek by using Pathmaker as their search engine optimization agency. SEO is, of course, a sound search engine marketing idea, and one that Jim, apparently, was hoping to incorporate in the marketing plan for his independent Sporting Goods Store.

Anyway, we had jawed about it for a while when he asked me how many keywords might be associated with his business, and nearly dropped his teeth when I told him it could be upwards of a 10,000 or more. That’s where we were now – – him trying to fathom what I had just told him.

“Floyder,” he finally began slowly, “you can’t possibly be serious, “ he was finally able to manage.

“Actually, Jim, I am. If you do this the right way you have to be totally comprehensive.    Let me share a specific example with you, and then we will apply the principle to your business. PATHMAKER recently had a client in Canada that runs a large car dealership. The process started with over 50,000 keywords. From there we narrowed it down to 1500 – – and then to 300 terms which we used for targeting keywords. This allowed them to shoot to the top of the list when people did an internet search.”

“You mean,” Jim began, again slowly!, “that I should have more than just my name and the store’s name as keywords.”

And therein lies the problem, I thought. So many people are unaware of the fact that search engine optimization is a science, and not just a crap shoot.

“You really think you could come up with that many words?” Jim asked, the gleam that was starting to form in his eye making the question almost a challenge.

“Jim,” how many types of fishing lures do you either have, or have access to – – this is to include every color of every type and any other variations on the theme.”

“Good Lord, Floyder, there’s thousands and thousands of them – – you know that!”

It began right at his hairline, and slowly worked its way down his entire countenance – – realization was starting to settle in on Jim! I knew I had better intervene before he became so over-whelmed by this concept that he suffered from apoplexy!

“It’s okay, Jim, you don’t have to actually include all of those in your list. What I would suggest is that you feature a few of the better ones for each type of fish – – trout, bass, and so on. And that brings up another point,” I added, hoping this new concept wouldn’t create a brain overload. “You may want to revamp your Keyword List for each Sporting Season as it occurs. I would do this,” I quickly added, keeping him as calm as I could, “by starting with the next upcoming season and then concentrating on each season as it comes along. That way, you won’t incur the cost for the total program all at one time.”

“How do I now what words to consider,” Jim asked, handling all of this better than I thought.

“Well, you hire Pathmaker and we do the research and legwork. You will have constant input, of course, but we would take care of the list building.”

For the first time in quite a while Jim’s face looked almost placid. Then, as I watched quietly, that gleam started to creep back in his eye.

“Let’s try,” he exclaimed excitedly.

“Try what?” I asked warily.

“Listing 10,000 words. Come on, Floyder, we can do it!!”

I knew I was in for a long night – – either making the list or talking Jim out of trying!

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A Keyword Marketing Tool in the Form of a Blog

For those whose intentions are to use their blogging efforts in a productive manner to gain themselves significant page rankings in Google, Yahoo or Bing, and thereby make their blogging a viable marketing tool, serious consideration needs to be given to Compendium.  While it is not the only blogging system available today, it is, by far and away, in my opinion, the best blogging system available for “bloggers” who want to be serious marketers.

To make such a bold statement one needs to be able to support it, and there are three major benefits that give credulity to my claim.  First, and perhaps foremost, Compendium helps me target winnable keywords.

To explain this, let me use the illustration of the lemon tree in my backyard.  Typically, my large lemon tree has three “levels” of fruit:  Those which are on the low hanging branches and are easily picked; those on the middle branches, which I might be able to attain but it will take some more effort; and those on the very top branches which are, for all intent and purposes, unattainable.  Applying this to winnable keywords, we find that some terms are going to be easy to win; some are, perhaps, winnable with more effort, and some you probably will never be able to win.  Compendium helps you to determine which keywords are easy picking, so your blog postings revolve around terms that will get you page one rankings and top 50 rankings, both on your target terms and long-tail variations of those terms.

To punctuate this point, recognize that Google is preferential to ranking terms based on depth of content, so you need to choose those keyword phrases that have not already had an “encyclopedia” written about them.  A good example of this might be “email fundraising” vs. “ephilanthropy.”  While you might prefer to use the more common of the terms, so does everyone else.  Therefore, the former might be unattainable where the latter is readily within your reach and grasp.  When you are targeting keywords, pursue the winnable terms first.

From the blog posting side of this coin, since depth of content is a paramount concern to the search engines, you should be prepared in the long run to write 50 – 200 posts on the terms for which you are targeting keywords.

Secondly, Compendium gets me page rankings on my search terms.  A major goal of any business is to have a prospective client go on the internet, run a keyword search (on something other than your company name), and have the name of your business pop up, preferably in the number one slot, but at least somewhere on the first page.  Getting these page one rankings is what will drive those prospective clients to you, and allow you to convert them from “prospective” to “first time” client.

The Compendium system excels at this by automatically search engine optimizing each blog post domain and page construction, and guiding you in real time to optimize your post content too. You won’t get that advantage from any free blogging service out there. This auto SEO step equips your blog to be truly optimal before Google, Yahoo and Bing, so that you get you the page rankings you so eagerly want to achieve. To do this in another blogging service, you would have to manually SEO each post, or hire an SEO specialist to do that for you.

In our current economic environment, you want a system that will save you both time and money in your quest for Search Engine Optimization (SEO).  These are additional advantages that Compendium offers. Compendium has a tool that will help you optimize every blog post before it goes live.

When looking for competitive blog services to Compendium, the one most often mentioned is WordPress, a system that can be accessed and utilized at no expense to the user.  The fact that WordPress is free can be a little misleading.  If your intent is to use your blog for internet marketing purposes, WordPress can cost you far more to Search Engine Optimize your posts to get the page rankings, than the expense of using Compendium. All things considered, Compendium saves me time and money over other options.

The best way to compare Compendium and WordPress is, perhaps, in the form of a chart.  Below I have constructed a table that will allow us to do just that:

COMPARISON ITEMS

Compendium

WordPress

Optimizes Your Blog Post Domains.

Yes

Yes

Optimizes Your Blog Page Construction

Yes

Yes

Automatically Optimizes Your Blog Post Content

Yes

No

Automatically Compends Your Blog Post Content into Keyword Blogs

Yes

No

Organizes Your Post Content by Keyword

Yes

No

Allows for Unlimited User Blogs

Yes

No

Allows for Dynamic Calls to Action Headers, Ads

Yes

No

Provides Weekly Metrics

Yes

Yes

RSS Feeds into Your Social Networks

Yes

Yes

Provides Strategic Research to Identify Winnable Keywords

Yes

No

As you can see, Compendium is superior to WordPress in a plethora of ways – – all of which are important to the dedicated internet marketer.  Compendium is, after all, a premier blogging service that is guided, directed, blogging for the purpose of winning page rankings on your keywords! For more intel, call Randall Mains at Pathmaker Marketing.

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Floyder, Even People YOUR Age Are Using Social Media

 Jim’s comment raised a few eyebrows, and even got a few guffaws from the crowd. Good friends, Jim and I have an easy relationship, with each respecting the other. 

That’s why I was surprised that he had alluded to the double decade difference in our age with his opening comment. Sporting a wry grin, I ordered us each a cola and then we made our way to a booth.

“What,” I asked, with a smile on my face and in my voice, “is that supposed to mean?”

“Oh, not that!,” he responded immediately, realizing the connotation that could have been made. “What I mean is, maybe I can use Social Media as part of my Internet Business Marketing Promotion after all. Remember, we were discussing the fact that Facebook and Twitter might not be appropriate as the majority of the people using it really aren’t part of my Target Market? Well, apparently that isn’t as true as we had first thought.”

Jim and I have, in the recent past, had a quite a few discussions regarding Internet Marketing Ideas. He is trying to make his way into the 21st Century as best he can, and, as a result, has high hopes and aspirations of using the Internet effectively to promote his independent sporting goods store. For the most part he is doing pretty well, though occasionally he gets his facts a little askew. This time, however, it appeared he knew what he was talking about.”

“How,” he asked, almost philosophically, “does Twitter and Facebook compare to Blogging as a Marketing Tool?”

“Well,” I began, taking a sip of my beverage, “let’s look at the immediate differences. Your Blog can be several paragraphs long, where a Twitter is limited to 140 characters or so. I would think that Search Engine Optimization is probably a possibility with Twitter and your blog, but probably not for Facebook.”

“Randall would know for sure on that, wouldn’t he?” Jim asked.

He was referring to Randall Mains of Pathmaker Marketing, which offers both Search Engine Optimization Services and a Premier Blogging Service as well LEARN MORE > >. Randall and I have worked on several projects together, and Jim more or less uses me as a conduit to glean needed information from him. 

“Yes,” I assured him, “I’m sure he would.”

“You know, since I have to be concerned about Targeting Keywords, I can pretty much write anything I want to on my chosen terms, right? Floyder,” he went on, not waiting for a reply, “How, exactly would you use them if you were me?”

“Well, you might Tweet that you are offering a special sale for the beginning of a season, and drive people to a dedicated landing page that features the offer. Or, on your Facebook page you might promote the fact that you have a Sweepstakes running with significant prizes from a particular vendor.  In your blog, you might write a Case Study about a customer who’s had some success using your business expertise.”

Jim took a draw on his drink, and sat there looking very contemplative. I checked my watch and realized I needed to leave for an appointment. I had made my way almost to the counter when I was interrupted.

“Hey, Floyder,” Jim declared, “thanks for the soda and the advice. You know,” he went on, his voice taking on a tone of impish frivolity, “you’re still pretty sharp for someone your age.”

Not bothering to turn around, I just waved a good-bye and grinned as I walked out, feigning disgust as best I could!

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Floyder – – I don’t even know what a bloghead is!

 Jim looked pretty pathetic, to say the very least. Somewhat loud, though never obnoxious!, Jim is truly a sensitive soul and that is why the comment that had been leveled at him had been so devastating. It seems that last Sunday, in front of a whole group of people, his pastor slapped him on the back and exclaimed, “Well, Jim, why don’t you head up the committee for Internet presence. After all, you’re the biggest Bloghead in the congregation.”

“Floyder, will you call Pastor and ask him why he would say something like that about me?”

His puppy-dog brown eyes made it impossible to say “no,” so I gave Pastor a call. I surmised, and verified, that all Pastor meant was that Jim used Blogging as an Internet Marketing Tool for his business more than anyone else. The fact that “Bloghead” sounds suspiciously like “Blockhead” had made Jim feel like he was being ridiculed, which, of course, was not the case. Finishing up with the call, I explained it to Jim.

A visual sigh of relief crept across Jim’s face, making it as placid as a crystal clear lake. As I watched, however, the metamorphosis continued, and the placidity was replaced with a look of total confusion. I waited, as I knew another question/ request would be forthcoming.

            “Floyder, is there such a thing as a Church Blog?” indicating by the question that he was accepting Pastor’s offer to head the committee.

“Certainly, Jim,” I assured him.

“Well, what does a church Blog about?”

“Oh,” I explained easily, “there are several ways a church can use a Blog as an outreach tool. They might want to simply employ Christian Blogging to post content that is relevant to members of their congregation. Or they might want to develop their blog into an outreach tool, so that in that case it actually becomes a Ministry Blog.”

“How would that work?”

“Well, it could actually take several forms. For example, they might use the Blog as a discussion forum to facilitate small groups discussions on the pastor’s weekend sermons.

“They might also use the blog to feature and highlight the special ministries a church offers their community, such as children’s activities, helping the homeless or their outreach to military families.”

“Or they could use the blog as a vehicle for outreach, discussing subjects that matter the public at large, with a biblical point of view.

Jim cogitated on what I had said for a while, and then asked,

“Floyder, should I seek Pathmaker’s help?

Jim was referring to Pathmaker Marketing, which promotes a Premier Blogging Service for churches (LEARN MORE >>). Jim and I have discussed numerous aspects of Internet Marketing, and, on several occasions, he retained Randall to help him with suggestions.

“Well, it wouldn’t hurt.”

Jim smiled and went to a world of his own where he was contemplating his course of action. Me, I was just glad he no longer looked pathetic!

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