One of my favorite Internet Marketing topics is the subject of keyword forensics. Remember that when you are looking for the best windows of opportunities in your keyword research, learn to dig just a little more deeper than the surface.
Instead of looking only at specific words, try thinking in terms of hot topics that are usefully related to satisfy the user’s search intent.
In other words, watch for hints or reasons why the searcher is searching for details in the way that they do. If you learn to spot it, you’ll have a distinct advantage over the average keyword researcher who tends to go after the most logical or common first thoughts (usually highly competitive.) There are some search behaviors that are like gold, if you can learn to spot them.
It always still amazes me how many people still only guess at keywords rather than sort through the more elusive data.
This will be different for every business, but for example here are a few topics just to get you started:
Keeping your searching audience in mind and learn to:
- Explore peoples interests or hobbies
- Explore people’s “health” related interests
- Explore people’s security or safety related interests
- Explore people’s “common challenges” that can also relate to your solution.
- Explore people’s “opinions”
- Explore peoples interests in “pets”
- Explore people’s “political views”
- Explore people’s “religious beliefs”
- Explore peoples “historical interests”
- Explore people’s “statistical interests”
- Explore people’s favorite “tools”
- Explore peoples “niche interests”
- Explore peoples “nostalgic interests”
- Explore peoples love for specific genres of “food” and “recipe topics.”
- Explore peoples “health challenges.”
- Explore peoples “common everyday challenges.”
If you need help to master keyword forensics, it is something that we teach in detail at the 3 Day Advanced SEO Workshop.
Okay, let’s give you a few more important tips to help you with your writing style and increasing your conversions and sales, too.
Outside of your SEO factors, one other item of extreme importance is to remember to include strong calls to action within your message.
What do you want the reader to do once they finish reading your content?
You need to clearly build these options into each page and leave nothing to guess work. Describe what action you would like them to take and never assume that they will automatically just know, because they won’t act – unless you spell it out.
It may be to place an order or a call to action may be to simply have them sign up to your newsletter. Whatever it is, make sure and give them a taste of the value instead of just telling them what action to take.
Another easy but important tip is to remember to monitor your own industries recent news.
Many people forget that news is 100% legitimate white hat, because the search engines understand “news” is meant to be syndicated.
Be sure that any page that you want response from, has a clearly established objective.
Your content pages can be optimized for nearly any type of purpose.
By having an objective that is well defined, it allows you to write your dialog in a way to fulfill that objective so you will:
- Make more sales
- Continue building your list of permission based subscribers
- Teach readers something useful (such as offering a tutorial)
- Answer Frequently Asked Questions
- Help to dispel misinformation about a topic
- Offer useful statistics
- Create popular topic related informational pages
- Offer up pages that have some interactive social media purpose
- Create Advice columns
- Pages that communicate using Audio and/or video
Remember to use all of those important little “confidence builders” and be sure to include:
- Your store’s address or location
- Have a policy page that explains what you do with e-mail
- Use credit card logos near the “Buy now” button.
- Define your policies with a unique difference from the competition
- Give the reader several options to buy along the way, because, you
just never know when they’ll want to buy now.
- Think of ways to offer extra bonuses (free shipping still works.)
While we’re at it, a few more quick tips….
- Always review your sales copy by reading it out loud – This will not only help you detect any errors but you can also test it for the flow of dialog and how it will sound. Some people even say that it’s good practice to also read it backwards, which forces your eyes to see each word.
Remember to include those all important sales triggers or in other words, the reasons why someone will choose to buy, when writing your sales offer.
What are your most effective sales triggers?
For example, does you product or service do any of the following things?
- Does it save your customer money? If so..explain how.
- Does it make them more profitable? If so..explain why.
- Does it somehow streamline the customers service or save people time? You know what they say…”time is money.”
- Does it improve the customers communication. Explain how.
- Does it improve the customers appearance some how?
- Does it teach the customer something new?
- Does it help settle an age old argument or help prove the customer is right?
- Does it relate to a solid established brand?
Your end goal should be to create highly useful content that your active readers will love and appreciate for the fact that you took the time to write.
The bottom line is that your writing efforts should leave a trail of evidence (but without saying it) – that the real reason you write, is because you really do care about your readers.