A common misperception persists among many internet marketers that the key to generating valuable, high converting traffic is to cast a wide net by targeting hundreds, or even thousands, of keywords. Use any of the “spying” tools out there to analyze your competitions’ sites and you’ll see it for yourself.
Just last week while brainstorming with my mastermind group, we came up with a theory about why this was happening, why it is the wrong strategy to follow today, and how an alternative approach should yield better results. We concluded that this misconception remains prevalent (and widely taught) because that in the past, focusing on quantity versus quality actually did work. It was the method used by so many “gurus” to achieve incredible results as little as 18-24 months ago, and they still espouse it. Meanwhile, today many of these same folks are reeling from the now infamous “Google Slap”.
If that wasn’t enough reason to rethink the “dragnet” approach, it is also obvious when coaching new teammates that this process was often overwhelming and can throw people into a tailspin of ‘Analysis Paralysis’, spending countless hours analyzing countless keywords looking for that golden ticket. As a result they never follow through enough on a niche to create a focused and profitable business.
Those Were The Days
In the early days of Internet marketing, brute force methods like “keyword stuffing” were effective. You could succeed in getting good rankings and subsequent traffic by placing a large number of related keywords on a single page or including them in the pages Meta and Alt tags. This practice gave rise to the “black hat” tactic of hiding keyword text to trick the search engines without distracting visitors. The search engines adapted and this strategy is now obsolete.
In the same vein, in the early days of Google Adwords, you could use a “shotgun” approach and load your account with as many as thousands of keywords and generate a steady volume of traffic to your site. The problem is that no site (outside of an encyclopedia) can be relevant to this many keywords.
This is precisely the practice that has brought about the Google Slap. With the continual refinements in search engine algorithms and the addition of “subjective” quality metrics such as Google’s Quality score, you can no longer just cast a wide net and hope for the best. In this environment, the rallying cry of “More Is Better” is history.
The best alternative today is a far more targeted, almost sniper-like approach in which you explore your market carefully and then zero your sights on a small set of more specific keywords.
An Updated Approach
Like diamonds in the rough, these keywords are just the beginning of an asset that you will refine for your business. In order to transform a keyword into a cash generating asset, you need to undertake a series of tasks. These are not arduous or complex tasks, but most people unfortunately never get around them.
These tasks include on-page and off-page optimization, generating high quality backlinks to your site, content promotion via articles and video, and pursuing targeted pay-per-click campaigns.
Clearly, it would be impossible to follow through on these activities if you are trying to target thousands of keywords. So, rather than spending your time generating keyword lists a mile long, here a more focused strategy that is more likely to succeed in today’s environment.
None of these activities are rocket science, but all require time and effort. That is where so many people drop the ball. But the simple act of following through can separate you from 97% of the other internet marketers out there.
Your Assignment, Should You Choose To Accept It
Use any of a number of free or proprietary tools to generate a collection of keywords in your niche. Then start cutting and polishing – refine and filter these keywords until you identify 5-10 that have the following three characteristics:
(1) They are highly relevant to your niche;
(2) They have reasonable levels of traffic (at least 100 visitors per day, exact match);
(3) The competitive dynamics are sound – competition is relatively low (< 50,000 competing web pages) and relatively weak (top 10 sites are not well optimized).
Targeted keywords in-hand, redirect your focus to the on-page and off-page tasks necessary to transform your keywords from rough stones into precious gems – solid traffic-generating assets for your online business.
Popularity: 100% [?]
February 13th, 2010 at 2:58 pm
Alrighty Chip…I accept.
-E
Eric Fagerstrom´s last blog ..Give Up the Backlinks
February 14th, 2010 at 7:15 pm
Good post Chip. Use of Key Words and SEO is something I have been working on recently. I found this post informative and helpful in my search.
Krista Abbott´s last blog ..Managing Your Twitter Following
February 14th, 2010 at 7:38 pm
Thanks Krista, your comment made my day
! I am glad that I can be of some service. Happy Valentine’s Day! Chip
February 16th, 2010 at 7:47 am
Chip – I love the metaphor of being in the most sought after member of the precious stones industry. So now we can make our sites sparkle and glisten with fabulous content. And thanks for the reminder to focus my SEO efforts.
February 16th, 2010 at 6:07 pm
Chip- this is a wonderful toolbox for internet marketers. I’m going to apply your suggestions! Thanks.
Jodi
Jodi Lee´s last blog ..Olympics, Concussions, and Being Specific
February 16th, 2010 at 6:37 pm
Hey Chip,
Really great points, and a perfect reminder that quality is better than quantity. It’s amazing how many people spend their efforts trying to outsmart the search engines with blackhat techniques. Not only are they exhibiting less than great integrity in their business practices, but they are cheating their readers and ultimately themselves.
Bottom line – give readers what they are looking for, and make the information available in as many places as you possibly can (with backlinks everywhere). Your visitors will like it, Google will love it, and you will succeed.
Kathy Jodrey´s last blog ..How To Add Facebook Fan Page to Blog In Less than 5 Minutes
February 16th, 2010 at 8:49 pm
Chip,
Wonderful points you made in this post. I agree with Kathy’s comment above. Give the people what they are looking for and it will create more value for you and them.
Thanks for sharing this post!
Dave and Dawn
Dave and Dawn´s last blog ..Jeff Olson’s The Slight Edge
February 16th, 2010 at 9:33 pm
Great Information Chip – Keep up the good work I love keyword research and tips like this. Its the best way to get free traffic….or one of the best ways!
Thanks for sharing the information with us.
James-
February 17th, 2010 at 1:16 am
Chip, your articles are getting better and better. Thank you so much for the time you put into this article. The information to keep the focus narrow, not broad and use a few keywords that target a niche is brilliant.
Harriette
Harriette Blye´s last blog ..What To Do To Achieve The Goals I Have Set
February 17th, 2010 at 5:57 am
Great post Chip. I had not thought of keywords in that way before. Thanks for the tip. I now have a better appreciation for how search engines will view the keywords that I use. It to go and take a look at what ones I have been using.
Make it a great day!
God Bless,
-ed
February 18th, 2010 at 1:24 am
I also accept the mission. Congruency, yes! you are exactly right Chip, no longer does the “shotgun” method work. Its all about Laser-targeted niche keywords, that way you can have a relevant and congruent conversation with the audience exposed to your content.
By speaking their niche language you resonate with them on a completely different and almost subconscious level. Good stuff here Chip, anyone new to this industry reading this…take heed!
-Clay
Clay Eudaly´s last blog ..$3.1 Million For 30 Seconds?! Man Its Good To Be An Internet Marketer
February 22nd, 2010 at 9:34 pm
Great points here.Sometimes I see where someone has 50 tags and I always wondered if that was really necessary.I will use your tips the next time I make a video or post. Thank you!
Beverly
February 25th, 2010 at 3:03 am
Excellent advice on keywords Chip. These days, advertising has grown so competitive, especially with Google Adwords. For marketing to be seen, we really need to follow what you’re saying here and laser target the right keywords. Keep these great tips coming!
Eddie Espiritu´s last blog ..What Happens In Vegas…Lessons for the Network Marketer