Is There Anything Simple About
I don't know about you, but when I try to use Google's Keyword Planner tool, I only get one thing: confusion. It is supposed to be the best thing on the market for researching keywords for ad campaigns.
The problem is, I don't have the needed aptitude to understand how to set it up and run it. At least for now, I have ruled out using Google's Keyword Planner. I will leave that up to the Quants.
Does that mean that I am out of the keyword game altogether?
Not at all. I have a several simple ways to do keyword research. Let's start with long-tail keywords.
A long-tail keyword is just that: a long keyword. Let's not worry about the "tail" part of the term just yet. Instead we will focus on the "long" part. The truth is that it's helpful to think about the "long" in long term referring to two aspects:
- the obvious fact that long-tail keywords are long.
- the distribution of searches in relation to the length and specificity of the keyword (see the graph below).
The whole point of long-tail keywords is to develop very specific and targeted keywords.
Take a look at the graph above. Let's assume you are selling monster truck tires.
Right, I mean only the kind like in the picture below.
Obviously, most searches happen under the very short and succinct term, "tires." Those searches occur in the blue area of the graph above. You see lots of searches but very little targeting. Customers searching under that term will get results showing everything from bicycle tires to..., well, mabye, monster truck tires. Most likely, though, the first page of searches will be taken by the big national car tire retailers and you'd be lucky to find monster truck tires on the 35th page of Google's search rankings. And at that point it would probably be a search that pointing you to a site set up by some pimple-faced teenager who is bragging about defeating a monster on World of Warcraft.
However, if you targeted the long-tail keyword "truck tires" you would move farther to the right on the graph above. That keyword would return fewer searches, but it would more targeted to the market you are trying to serve.
Use the term "Firestone monster truck tires" and you will probably end up with search results that fit exactly what your market is looking for. The trade off is that you will not get as many searches. But, in reality it is not really a trade off. Getting fewer, but more targeted, searches increases your chances of getting the right customer clicking on your link or ad and it also increases your chances of getting on page one of Google, Yahoo, Bing, whatever... This reduces the amount of money you spend on driving traffic because you are driving the right traffic instead of lots of wrong, untargeted and expensive traffic.
Targeted traffic is cheaper because there is less competition for it.
In the blue area of the search graph:
- Lots of searches
- Not targeted
- Lots of competition
- Expensive keywords
In the green area of the search graph:
- Fewer searches per keyword
- Targeted searches
- Less competition
- Cheaper keywords
So, keep it simple and use long-tail keywords.
If you have questions, comments, observations, or insults, leave them here on on my Facebook page.
It's that simple,