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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Floyder – – It Don’t Get No Better Than Free!

We had been having a pretty decent conversation, Jim and I, when I told him that the free blog posting system he was using might not be the most beneficial for his Internet Marketing Program. 

Jim, who owns an independent Sporting Goods store, is constantly rushing headlong into the 21st Century, somewhat helter skelter where Internet Technology is concerned. Because of my affiliation with Randall Mains and Pathmaker Marketing he typically runs his somewhat skewed views by me in an attempt to either verify or clarify his situation. Occasionally, however, he challenges my professional view with his stubbornly supported opinion. That was the case today.

“What do you mean?” he asked, disgust and incredulity mixed freely and dripping form his voice.

“Well, you have to understand – – if you’re just blogging for fun it doesn’t matter what blog services you’re using. But if you are using blogging as a serious Internet Marketing play, then you need to be a little more careful about which system you use.”

“Why?” he asked, his voice indicating that he was a little more curious and a lot less critical this time.

“What you want, to the point of needing, is a system that will help you with strategic keyword research. Your goal is to have your blog contain as many winnable keywords and phrases as possible. When you do, you have an excellent chance of positioning your blog to achieve page rankings in Google searches. You need a Premier Blogging Service that that helps you Keyword Marketing.”

“A ha!” Jim exclaimed excitedly, “I already have a number one ranking!”

It was obvious that Jim thought he had me. I was pretty sure I knew what he was talking about, so I opened up my laptop and Googled the name of Jim’s store for Phoenix. Sure enough, he popped up right at the top of the list. I gave him a glance that allowed him to give me the “I told you so wink” that we often use on each other. Returning to the search box, I typed in “Fishing Flies” and hit search – this time his name didn’t show up at all, not on any of the first five pages. I did the same thing with Shotguns, Fishing Rafts, Softball & Baseball Gear and even Basketball Shoes. Nothing. Every time.

He just sat there stunned for a minute, then, in his “please help me” voice, he asked,

“Floyder, what can I do?

“Well, Jim, if you are serious about using blogging for marketing purposes, I would suggest that you get in touch with Randall at Pathmaker and have him set you up with Compendium.”

“Compendium?”

“Right. It is the blog posting system that Pathmaker Marketing promotes. It’s a Premier Bogging Service, recommends to all of their clients, and it is, without a doubt, the best system on the market.”

“What makes it so good?”

“Well, there are a multitude of reasons actually. A few of the more important ones, where you’re concerned at least, include the fact that it automatically optimizes your blog post content, systematically organizes your post content by keyword, allows for unlimited users and dynamic calls to action. Not to mention the comprehensive keyword research you also receive to help you identify your winnable terms so you can begin targeting keywords.”

“So all I have to do is sign up with Compendium and I’ll win keywords and page rankings?” Jim asked hopefully, realizing that probably wasn’t the case.

“No, not quite. Google tends to prefer to give rankings based on depth of content, so you need to spend lots of time posting blogs for the next few months.”

“How do I know what to blog on?”

“Compendium will help you find your winnable keywords, and that’s what you need to concentrate on.”

Jim was satisfied, I could tell, and I knew he would soon be giving Randall a call. Even though Compendium isn’t free, it gets results for its bloggers.

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Does Your Blog Contain Winnable Keywords?

Blogging is a wonderful way to impart pertinent information to the rest of the world.  And, as a result, many people are taking advantage of this avenue of expression.  If you are in business, however, and you want to let your blog “work” for you, you probably need to adhere to a different set of “rules” than the individual who is simply blogging as a hobby, to vent frustration,  or to seek an audience to pontificate to.  For the sake of this article, let’s refer to the business blogger as a “Professional Blogger,” and the casual blogger as a “Social Blogger.”

    The Social Blogger, typically, is mostly blogging for fun.  As a result, they blog when they have a few extra minutes or when they get around to it, and they blog about a myriad of topics.  One day they may write about the wonderful new restaurant they ate at the night before, and three days later they might vent about how poorly their favorite baseball team is doing.  They will discuss the high price of gas, or how they have begun their Christmas shopping earlier this year.  While their thoughts and approach might be very focused, even profound,  in each individual blog, they tend to take a “shotgun” approach where their choice of topics is concerned – – spreading a wide range of thoughts to their reading public.

    The Professional Blogger, on the other hand, can’t pursue such a haphazard approach to their blogging – – or at least they shouldn’t.  Rather, the Professional Blogger needs to be blogging with a specific purpose in mind, always mindful of the fact that their blog site should strive for a depth of content in what they write.  Their blogging has to be intentionally focused on areas of expertise – – they must also purpose to provide a steady flow of content posts per week.  They must continually be adding quality content to their blog site, always bringing readers back for more.  They must not be lackadaisical about this – – they are using this as a major part of their marketing plan and therefore must attend to it religiously! 

     The Professional Blogger needs to be targeting keywords that they want to win a Page One ranking on in Google, Yahoo or Bing.  Once these target terms are determined, they pursue these top page rankings by creating best in class content surrounding those keywords, and, as a result, they also establish themselves as an expert in their field. 

     While it may seem easy to identify keywords you want to write about, the real trick is to isolate the “winnable” words or phrases, since what’s most important is picking terms to blog about that both relate to your expertise, and have some capacity to win you a Page One Ranking. Page One rankings will get your blog qualified visitors, who may convert into names to your email list, qualified leads, product or service buyers, donors, etc.

     The subtlety of finding Internet success though, can find you, like the old TV character Maxwell Smart, “missing it by just that much.”  Let me give you an example.  

     Suppose you want to win a page one ranking for “e-mail fund raising,” You already have a wealth of knowledge on the subject, and have been most successful in helping clients with the endeavor.  You now, however, want to use the Internet to “recruit” new clients, and decide that blogging is the route to go.  So, you diligently begin adding appropriate keyword content to your blog and, lo and behold, nobody is beating down your door to have you help them.  The reason?   People are not searching on line for “e-mail fundraising,” they are searching for “ephilanthropy” – – by the millions!  

Obviously, this scenario could be frustrating to the point of devastation!  To determine the keyword marketing terms to pursue, you can either hire a Premier Blogging Service firm such as Randall Mains company Pathmaker Marketing, or you need to invest hours, days, or possibly weeks to research them yourself, using Google’s Keyword Tool or something similar (To learn more about this, read my upcoming blog, How to do Strategic Keyword Marketing Research for Your Blog).  

Determining your area of expertise should, at least theoretically, be a little easier.  However, you may want to take a broad term and “narrow down” your area of expertise.  Let’s use our example of “e-mail fundraising.”  Fundraising, obviously, is a term used by non-profit organizations.  Now, you may want to concentrate on e-mail fundraising for churches.  To be more specific, you may want to be an expert on e-mail fundraising for churches with under 500 members.  Once you make the determination of what you want your “niche” to be and you have accurately identified the marketing keywords you want to win pages for, you can begin to employ your blogs as a valuable sales tool! (Don’t miss my next blog, 5 Critical Steps to a Successful Blogging Initiative!)

The bottom line is this: when blogging, be targeting keywords that you’ve thoroughly researched so that you know you can win page one rankings that will get you readers.  That process is called Keyword Marketing, and it can pay off in spades for you.

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Keyword Searches

That’s more Words than in 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 Searches. 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, owner/director 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 Internet 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 100,000 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 words. 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 know 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 100,000 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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The Great “SWEEP STEAKS” Contest

“Floyder, I am ready!!!”

Not only did Jim’s proclamation get my attention, it got the attention of everyone in the place. And, like me, they could all see that Jim was, in fact, ready. The question was – – ready for what? He was attired in some of the most unique garb I have ever seen anyone wear. His outfit looked like a cross between a Haz-Mat suit and something retrieved from the prop storage unit of a really bad Science Fiction movie. Where he actually did acquire all of the various parts of his outfit was a mystery, but not as confusing as why he had chosen to dress that way – – and then announce to me that he was ready. By now everyone had actually gathered around us, and I figured we should find out what was going on.

“Jim,” I asked, “what are you prepared for?

“The contest. I heard you and Randall talking about a contest where you have to sweep steaks. I have been around enough raw meat to know that it can get more than a little nasty, so I thought I had better get an outfit that would protect me from all the yuckiness.”

If you have read many of my other blogs you already know about Jim. Owner of an independent Sporting Goods Store, he is, to the best of his ability, trying to go “Hi Tech” with his Marketing. And, as a result, he sometimes gets his wires crossed in regard to the different programs being offered. That, obviously, is what had happened this time. Jim had joined Randall Mains, Director of Pathmaker Marketing, and I the other day late in a conversation we were having regarding the various aspects of a project we are working on for a client. Pathmaker’s area of expertise is coming up with Internet Marketing Ideas, which ranges from Keyword Marketing and Search Engine Optimization Services to Premier Blogging Services and everything in between. For this particular client, the “contest program” that we are employing includes the base contest, a sweepstakes, and a giveaway. Jim, having heard only bits and pieces of what was being said, surmised that there was a contest where the winner would be the one who could best sweep steaks. I smiled at Jim as I explained to him, and all of those present, what Randall and I had actually been talking about.

The loud groan from the crowd indicated that everyone present was hoping to watch the steak sweeping actually take place. Everyone but Jim drifted away, and once we were alone he just gave me a somewhat sheepish grin. I smiled back, knowing that to him a steak-sweeping contest might actually be a valid Small Business Marketing Strategy. As I thought about it, I could almost accept that it could be an Internet Business Marketing Promotion if you reached the right Target Market with an E-mail blast.

“Floyder,” Jim said, breaking my train of thought, “is the contest program working?”

I assured him that it was. So well, in fact, that this was actually the second contest we are doing for the client. That seemed to satisfy him, and, bidding me adieu, he sauntered out of the restaurant to parts unknown. I, on the other hand, could only wonder if he would have, in fact, won the steak-sweeping contest!

To preview our real NLT Facebook SweepstakesBible Contest and Giveaway, visit the linked copy in this string of text through April 30, 2010. You could enter to win one of our daily NLT Bibles or the Grand Prize of a trip to Hawaii.

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What Do You Mean They Weren’t Looking For Me!

Boy, I hate to burst a friend’s bubble! Especially when that friend thinks he is excelling in my area of expertise. Especially when that friend is Jim.

Now, you probably have already read about Jim though he wasn’t referred to by name. Jim is the gentleman who referred to “Pay Per Click” as “Paper Clip,” and wasn’t thrilled by the program’s results, nor by the fact that I had corrected him on it. Anyway, he is doing his best to keep up with technology, and decided he would start a Blog. The owner of an independent sporting goods store and a pretty fair fisherman, Jim decided he would do a Blog on fishing. He has been at it for about a month, and when we had lunch the other day he breezed into the restaurant and announced that he had finally hit the big time!

Enjoying the beaming smile on his face, I asked what was up. He explained that he had fourteen hundred hits on his latest offering, 5 Important Facts about Fly-Fishing in Arizona.  And, he proclaimed triumphantly, he didn’t think that many people even knew his name. Without thinking I informed him that undoubtedly most of them didn’t. He gave me a hard look – – he wasn’t to the point of fuming, but he was, at least, brooding. Knowing he deserved an explanation, I shared a few Internet Marketing ideas with him.

The reality is, I explained, that approximately 82% of the people who read our Blogs have not typed in our name, but rather a keyword. This, I went on to tell him, is the basis for Keyword Marketing. Keyword Marketing is an excellent Online Marketing Tool, and one that Randall Mains and Pathmaker Marketing, the firm I am associated with, feature as part of their Search Engine Optimization Services. My best guess was that people were looking for advice on fly-fishing in general, and fly-fishing in Arizona in particular, and that’s how they came upon his Blog.

Jim was a little deflated; there was no doubt about it. He is a friend, and not wanting to bring him down and leave him there, I shared some of the positive aspects about his situation. I first pointed out to him that now fourteen hundred people do know his name. Next I suggested to him that he might want to use what he had started as a social Blog as a subtle way to market his business. His spirits were lifting, and he seemed genuinely interested in the prospect of using his Blog to increase his business.

Warming to the discussion myself, I explained how another Pathmaker Marketing associate, Karen Randau, knew a gentleman who had developed leads for a hunting lodge that he owned and operated. He just wrote about some of the interesting experiences the people who stayed there had enjoyed, and before long people were asking about flyers and what not. Utilizing all of the knowledge and expertise at Pathmaker’s disposal, I assured him, would allow us to help virtually any business use a Social Networking program such as Blogging to promote their business without violating the unwritten code of “fun” that is associated with Blogging.

By the time lunch was over Jim had returned to being his beaming self. We discussed some other topics that might bring him new readers, and speculated on how many hits each one would receive. He was thrilled that he might get fourteen hundred new customers, until I pointed out to him that probably half of them were probably from out of state. I got that hard look again, until I explained to him how he could deal with that, too – – – but that’s for another day and another Blog!

To learn more about Keyword Marketing visit, go here

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Keyword Marketing Will Get Visitors to Your Website

The simple definition of keyword marketing is that it is a process of getting your message in front of people who are searching websites such as Google, Yahoo or Bing with words and phrases that match the words and phrases found on your website. 

The reason to do keyword marketing is that you will get more people to your website who are (1) inclined to do business with you and (2) are looking for someone with whom to do business online. In short, keyword marketing brings qualified people to you website, and when you put in the appropriate systems to convert visitors to assets, you should see increased income from your website as a result of keyword marketing. 

But keyword marketing can mean different things to different people. Someone specializing in search engine optimization (SEO) might say it’s a process of getting the right words and phrases on the pages of your website. Someone specializing in ad buying, the process involves buying ads on the sites of search engines or other sites that attract people who are pre-disposed to do business with your type of organization.

For Pathmaker Marketing LLC, Keyword Marketing is a service we provide our clients that involves five elements of search engine marketing:

  1. SEO
  2. Link Building, globally, locally and in authoritative sites such as Wikipedia
  3. Social and professional networking
  4. Pay Per Click Advertising
  5. Blogging


The first step we take is to carefully select your keywords. That involves conversations with you to determine what types of words we should look for and then to discuss our list of choices with you. We do extensive research to find the right words, and we run the words through a difficulty ranker to make sure we choose the words and phrases that not only describe your business but also will be the easiest to get you listed into the top 10 search results.

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Premier Blogging Service Delivers Premier Blogging Results

What you really want out of a premier blogging service is to see it deliver results, right?

Well, consider this.  With four posts to this compended, Keyword Blog system, I’ve already gotten to a Top 10 position on Google for this Keyword phrase: Premier Blogging Service. And I intend to stay there by talking about all the merits of this keyword marketing, compended, premier blogging tool.

For one, it flows my blog posts automatically onto the appropriate keyword blog categories. That saves me a ton of time and effort that I get to spend in other areas of my life. This unique feature is called compending. Said in another way, it automatically”populates” each appropriate keyword blog every time I post to my main blog.

Secondly, it search engine optimizes all my blog posts, guiding me to create content that makes the search engines, like Google, Yahoo and Bing, very happy. Plus the content is targeting keywords on the internet.

Thirdly, I can have unlimited users on my system so other friends, staffers or colleagues can help me in the blogging process. That doesn’t cost me anything extra. And I like the extra help. It gives my blog the edge in developing ongoing, relevant content.

Fourthly, it allows me to generate content that gets flowed all across the internet. In doing so, it finds me new friends, who like what I have to say, and want to consider further the services I have to offer.

Fifthly (is that a word?), I can autoflow all my blog posts from this system onto my other “free” blog accounts.

Finally, it’s so easy to use, I just love it. And it comes with complete tech support so that if anything ever goes wrong (which it never does), I’m covered.

If you’d like a Free Demo on this exceptional internet marketing tool, (which can easily become your church blog, ministry blog, church outreach, christian blogging tool, christian marketing tool, non profit marketing tool, or small business blog service), please call me today at 1-623-322-3334. Ask for Randall Mains, and I’ll be glad to share my enthusiasm with you about this fine product that you can take advantage of too.

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Strategic Web Communication Principle #3 of 5

Link relevant content to search-centric promotion.

The reality of communicating with people online, and particularly via email fundraising, is that you have to constantly collect new email addresses. The typical growth rate in 2008 for any ministry list was 25% per year, which was comprised of 5% new names, less 3% name loss to unsubscriptions and bounces (mostly bounces). Said differently, if you’re not prospecting for new names constantly you can expect to see a 3% per month attrition in your email lists. Since people will move on for one reason or another, you need to replace them with new friends.

How to do this? Populate your website with relevant content that’s consistent with search-centric promotions that you conduct online. Relevance is key. If someone is searching the Internet for a church in Dallas, and you are one, that’s relevant. But if you’re a homeless shelter in New York or Dallas, that is NOT relevant. You need to start by targeting keywords: determine the Internet search streams that are relevant to what you offer, and then optimize your site to those searches via your site content and code. That way, your website is more likely to pop up in a Google search and get you qualified traffic from people who are looking for what you have to offer. That also means you must regularly update your website to relate to changes in relevant search terms.  You might call this keyword marketing.

Practical Tip: Search engine optimize your site.
So let’s talk about optimizing your website so that you can be easily found when someone looks up terms relevant to you on Google, Yahoo, Bing, or other search engines.

If someone searches a topic such as “how to help a troubled teen,” your site can get listed in the results. But unless it’s in the top 10 results, or on the first page, it probably won’t get many visitors from those search results. There’s a whole science to getting your site listed at the top, which again is too detailed to go into here, but the basic process—known as keyword marketing via search engine optimization—is something you should know. It involves finding the search terms related to your ministry, including those search terms in relevant content on your site, optimizing your site copy and code for the search engines, and finally submitting your site to the search engines. In most cases, this core process will result in you getting ranked higher in the results, thereby driving more qualified search traffic to your website.

Here are some examples of what organic search term results look like:

Google: How to Help a Troubled Teen


Yahoo: How to Help a Troubled Teen


Bing: How to help a Troubled Teen


Google and Wordtracker offer free keyword online marketing tools for finding common search terms:


You can input your own keywords to see how many people are searching those terms. Don’t get tempted to expand your terms if you see people searching on a topic that doesn’t relate to your primary goal – instead, stick to what you know, and your outreach ideas will be the most effective. You won’t be sorry if you put your effort into thinking up and searching for the search terms people are looking for that relate most directly to your ministry.

What do you have within your organization relevant to what people are searching for that you can develop and put online? This is a new level of site content depth – deepening the relevance of what you’re saying overall. You may have a particular niche – maybe issues related to teens, or matters of the heart for women, or guy stuff. By deepening your content in these areas, you establish a deeper focus that is really relevant in a particular area, and then you develop it and make it search-centric.

For example, you might learn that a lot of people are searching for “war in Iraq.” If your ministry doesn’t have anything relevant on this subject, you wouldn’t want to develop it just because someone’s searching for it. On the other hand, when The Presidential Prayer Team learned that many people were searching for “soldier’s prayer” because of the war, PPT developed a printed version of a soldier’s prayer, entered into a pay-per-click advertising agreement with Yahoo and Google, and then, when people clicked to the site to get the soldier’s prayer, asked them to adopt a soldier to pray for. Visitors also could sign up for the Adopt Our Troops e-newsletter. The strategy did a great job of building their Adopt Our Troops email list.

If people find your site through a search, they will quickly leave if they don’t think the content applies to their needs. To have a better chance of helping them see your site’s relevance, avoid the common mistake of talking too much about your needs, such as ushers and gifts. Visitors want information that addresses their search needs, and that’s what you should give them.

Once you’ve learned how to get listed in the search results, your qualified site traffic will take off, giving you plenty of new friends to build relationships with. So, optimize your pages so people can find you through search engines, and then make sure your pages are relevant to those search terms. If you need assistance, Pathmaker Marketing provides search engine optimization services that will help your website rise in the search rankings.

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Targeting Keywords for Effective Internet Marketing

One of the basic principles to grasp in regard to effective internet marketing is the concept of targeting keywords. This is most easily explained through a specific case study. Let’s start off by considering your name.  If you’re the executive of a company, a high profile individual, or even just trying to carve out a niche for yourself on the internet, start off your keyword marketing by working on your name. 

This is your first step in effective internet marketing.  Look to establish a presence in Google first, then move onto Yahoo and Bing.  For examples of this strategy I’ll use myself as the illustration. Google “Randall Mains” and notice how I have effectively dominated the real estate around my name. I currently “own” the top 20 results on that search on Google.  This didn’t happen by chance.   It took a lot of hard work and effort to get there.

For example, in Google, the top 10 results as of June 20th are as follows:
1. My Linkedin account
2. My NAYMZ account
3. My Facebook account
4. My comments on GetSatisfaction.com
5. My biznik account
6. My Pageflakes account
7. My Twitter account
8. My Plaxo account
9. My BusinessCard2 account
10. My Zoominfo account
11. My Google Profile
12. My Blog
13. My Classmates account
14. My publishing company website
15. My Spoke account
16. My publishing company website #2
17. My marketing company website
18. A mention of my participation in global internet training
19. My Mixx account
20. My Fastpitch account

I also have 19 of the top 20 results in Yahoo, and 17 of the top 20 in Bing.

Granted, I’m working to move some of these higher up the ladder, while letting others fall where they may, but overall I have effectively dominated the search results on my name with accounts that I manage so that I can control the messaging around my brand and get all the click through traffic that may occur.

If you can grasp this concept of targeting the keywords surrounding your name, then you can take the next step in your keyword battle plan which would be to establish real estate on your company name.  After accomplishing that you can expand your horizons to begin the harder work of establishing a presence in the keywords that make sense for your business. These keywords will give you qualified traffic, and very possibly qualified leads or sales.

If you need any help to implement a keyword marketing plan like the one above, don’t hesitate to contact me directly at Pathmaker Marketing at 623-322-3334 and ask for our assistance in helping you establish an effective internet marketing plan based on targeting keywords.

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