A Short Lesson in Long-tail Keywords

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Is There Anything Simple About

Long-tail Keywords?

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:

  1. the obvious fact that long-tail keywords are long.
  2. 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. 

To summarize:

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,

Jan
Jan Petri
jan@runwithbadasses.com
772 643-2394

How to grab some traffic

You pride yourself on being honest and ethical, right? You don't take short cuts, you don't cheat, and you don't take advantage of others.

Well, here I am about to show you how you can intercept the traffic other people have worked hard to get to their websites.  Would you highjack other people's traffic? 

Of course you would. Because it's legal. You would also do it because the targeted websites have opted to allow you to pay to be a digital bucaneer. So, calm down, it's alright--and better yet, it's profitable.

What is it?

Interstitial Ads

Interstitial ads, my friend. Yup, I said interstitials. 

What is that?

An interstitial ad is your capture page popping up and covering the screen just as someone is pulling up the website that you have targeted. Yeah, sure, it's a popup, but it sounds so much more erudite and authoritative to say "interstitial."

Let's say Fred "the Moneymaker," Shumaker, googles "how to make money fast online." Prior to that, somewhere in Alaska in a small cabin buried under snow, you had fed "howto-get-money-fast.com/" into your targeted searches for your interstitials campaign. Fred's intention was to visit http://www.howto-get-money-fast.com/, but in the split second before the site loads, your ad stepped in between Fred and his goal.  Fred's first reaction at the annoying popup was outrage, but that was quickly replaced by anticipation as Fred's socks were knocked right off his smelly feet by your clever and hard-hitting ad. Instead of clicking to close, Fred gave you his name and e-mail, watched your sales video, and bought your product or service.  

Now, isn't just too cool?  Aren't you agreeing with me now? Interstitial campaigns are not only cool, they can be profitable and nobody needs to get harmed in the process. 

Interstitials: How?

If you want to dive into marketing using interstitials, start with one of these four agencies:

  • Trafficvance.com ($1,000)
  • Leadimpact.com ($1,000)
  • directcpv.com ($100)
  • mediatrafficagency.com ($100)

The number next to the name of the agency is the amount you have to shell out to play with them.  The more you have to pay, the more exclusive the traffic is. Quite simply, you get what you pay for. Trafficvance is possibly the best in the business, but if your budget doesn't allow it, you also have directcpv.com and mediatraficagency.com.    I am currently using Mediatrafficagency.  Who knows? Are you reading this as a result of clicking on one of my interstitial ads (if you are, let me know in the comments).

The simple way to do things is to perform a test.  Run some ads and see how they do. If it works, scale up.  If it doesn't, tweak and test again.  Track what you are doing and let the data tell you how you are doing. 

The bottom line is that you don't need to feel conflicted here.  There is no trade off of morals and profit.  You can jump into interstitial ad campaigns with complete faith that you are doing the right thing.

It's that simple,
Jan
Jan Petri
jan@runwithbadasses.com
772 643-2394

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Do you really need a website? You Don't.  

 

 

The world of online marketig is dominated by websites that run on the ubiquitous Wordpress platform. Wordpress is the 800-pound gorilla for blogging, and has been ever since blogging was invented.  In May of 2003 Matt Mullenweg and Mark Little launched Wordpress as a free and open source blogging platform.   Today over 60 million blogs and websites use Wordpress ( I wonder if they regret the "free" part).  Anyway, Wordpress and the thousands of add-ons, plugins and templates dominate online marketing.  Chances are, if you are setting up a website, you will do it using Wordpress as the foundation. 

But.

It isn't always easy.  Wordpress can be quite temperamental. Many of the addons and plugins don't work as reliably or well as one might expect or hope. Setting up a website can be monumentally frustrating.  I have spent countless hours trying different solutions, templates, and designs hoping to find a simple way to build a website.  There isn't one if you are using Wordpress.  The only simple way to build a website that I have found is Weebly (but Weebly is limited for online marketers precisely because it isn't built on Wordpress).

Do you really need to set up a website?  Yeah, I get that you need a domain for whatever you are promoting, selling, or blogging about.  The branding opportunity that a domain offers is priceless.  Still, you might not need to build a website of your own in order to run the essential functions of online marketing.

Allow me to explain. 

In my opinion, to market effectively online, you need the following:

  • a blog
  • a capture machine
  • a sales page
  • a "thank you" or next steps page.

All of this can be accomplished without setting up Wordpress or any other website solution. 

So, go get yourself a domain, and then come back and read this (or finish reading this and then go get yourself a domain).  

The Blog

The absolutely easiest way to set up a blog that works well across all platforms (computer, tablet, smartphone), is to sign up for Empower Network's blogging platform.  This blogging platform allows you to set up your blog using your domain name.  Empower Network also offers a media hosting service that allows you to create and host videos on your blog (if you are not using video in your online marketing, you are definitely missing the proverbial boat). It is super easy to set up an Empower Network blog with your domain.  If it nonetheless proves tough, look up my blog post on how to do it. 

Capture, Sales, and Thank You Pages

You are nowhere with your online marketing if you don't have a sales funnel consisting of pages that capture leads, sell your offer, and direct customers to the next step in their relationship with you. Fortunately, there are lots of services out there that provide everything you need to set up these functions.  The best of these services allow you to not only create these pages, they also allow you to host those pages on your own domain.  

You create your capture and sales pages using services like tenminutepages.com, Easy Langing Page Pro, Kajabi, Infusionsoft, GetResponse, to name only a few.  With simple drag and drop functionality, you choose from templates or start from scratch to create the pages you need to capture leads and convert sales. Once you have create the pages you need, you can use your hosting service to host those pages under your domain name.  

To get the pages you created on to your domain, you will have to familiarize yourself with the FTP transfer protocol that your hosting service provides. Once you have set up the transfer procedure, the pages you create will be transferred to your domain with the click of a button.  

With these services you can also set up conversion codes and tracking pixels so that you can extract more useful information about what is working in and with your campaigns.  

You Don't Need a Website

See what I mean?  Go ahead, buy a domain, set up web hosting and set up your complete marketing site using one of the services that I listed above.  It's quick, easy and cost-effective.  In the spirit of keeping it simple: the sooner you get your marketing infrastructure up and running, the sooner you will be making money.

It's that simple,

Jan
Jan Petri
jan@runwithbadasses.com
772 643-2394

                                                                                                                                                                                    

 

Education is what remains once one has forgotten everything one learned in college

--Albert Einstein

The world's first university, Nalanda, was established in India about 700 BC.  Ever since, the world over, young men and women have attended institutions of higher learning to gain knowledge and a leg up on the "bozos" who didn't attend.  It also became a place where strong personal, political, and business bonds were forged and later exploited by those who belonged to--and were intent on hanging on to--the establishment. 

Today, the best reason to attend college is to worm one's way into the rarified company of a country's emerging elite.  If you simply want to learn stuff, you don't need to incur the expense or waste your time to take four to six years to get a degree.  

When I say that, I am not speaking to everyone who is considering attending college.  I am speaking to the select few who are results-driven, impatient, and non-conformist.  If you are the kind of person who could barely sit through classes because it mostly seemed elementary or pointless, then I am talking to you.

If it hurts your brain to and squashes your soul to even think about sitting through four years of lectures, tests, homework, and team exercises, then listen up.

It's been almost 20 years since the internet became mainstream.  Unlike the thousands of years that led up to it, all the latest and greatest information is no longer locked away inside the walls to universities.  Likewise, the greatest minds of our generation are also not completely inaccessible.  Some are taking on disciples and mentoring them directly in business, others are sharing their knowledge through private courses, blogs, and videos.  

There are even some alternative universities cropping up that are offering free or low cost instruction.  Here are some examples:

  • University of the People-- UoPeople provides online resources that allow you to earn a Bachelor degree.  Still, is it a degree or learning that you are after?
  • Uncollege--started by Dale Stephens, an elementary school dropout, Uncollege shows you how to design your own curriculum to meet your own education needs, not those drawn up by some university accreditation racket. Read his manifesto on "You are Your Education."

If you are savvy and driven enough to piece together your own education, check out these options:

 Go through online courses such as SkillShare.com, MIT's Open Courseware, Udemy, and even the Khan Academy's resources.

The Formula: 

Get crystal clear about your "why" for getting education.  Once you know your reason for wanting an education, write it down, feel it as if achieved already and then go assemble the knowledge you need to make happen.  You will work harder, have more fun, retain more, and spend a cr@pload less on your education than you would if you attended a traditional institute of higher learning. 

I truly believe that the mind becomes dull when it is forced to learn stuff that it has no interest in whatsoever.  Subconsciously, it will resist the learning.  However, if one instead pursues one's passion, the mind will open up, demand, and devour all the necessary information.  The result is that passionate people are more alive, more vibrant and more educated--even if they don't have one, two, or three degrees to their names. 

It's that simple.  
Jan
jan@runwithbadasses.com
772 6432394

P.S.  If you want to make money by first helping other people make money, then check this out.

Without a doubt, education is the best possible investment in your future.  No discussion, no argument, case closed.  

How was that for a short blog post?  

Well, if brevity is the soul of wit, let's build on that to more fully explore this time-honored truth.  

Is there more to it?  

Nobody can dispute that education is the key to bettering yourself and your position in life. 

But, if we look at expenses, value and results, can we challenge the notion that a traditional college education is the best investment in education?  

Let's get into it.

For 2013-14 the College Board reports that a "moderate" college budget for an in-state public college for the 2013–2014 academic year averaged $22,826. A moderate budget at a private college averaged $44,750.  That is a lot of money. Multiply by five, which is the actual span of time it takes for the average college student to graduate, and you are looking at a total investment of over $114,000 for a state school, and at least $223,000 for a private school education.  That is a cr@pload of money. 

What does that pay for? It pays for tuition and fees (colleges love fees), housing, meals, books and supplies.  It doesn't include all the other things a student "must have:"  beer, car, spring break vacation, movies, eating out, cable, mobile phone, medical insurance or bills--and legal fees--when beer, car, eating out, mobile phone and spring break all happen at the same exact time.

How the heck does anyone whose last name isn't Gates afford this? Student loans, I guess...  But what is the return on that investment? 

Were those just tall tales, or did the parents and grandparents of millenials truly finance most of their college education by working like rented mules throughout the summer and the school year?  

I think it was true.  Why?  Because my generation and my parents' generation paid off student loans quite easily.  The loans weren't that big because the costs weren't that outrageous.

Today's students are getting taken--Big Time--by Big Government and Big Education. And they don't see it... Not at all.  Seemingly, they never question the claptrap they are being taught and they don't question the price tag, and they don't seem to object to the results they get, which are subpar.  

Every time the Federal government increases the amounts students can borrow, the Ivy League schools raise tuition rates by that amount, plus 10 percent, for good measure.  This way, they ensure that they make ever more money and keep the riff raff out of their schools and far from the future networks of power and influence, which are accessed principally by attending the nation's self-proclaimed bastions of superior (or is it supremacist) education. 

Lending ever more money to students to pay for their educations in environments that do a poor job of preparing them for anything other than being academicians is not healthy for our students or for society.

We will talk about possible solutions tomorrow. 

It's that simple,

Jan
jan@runwithbadasses.com
772 643-2394

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