It is possible to make a large amount of money on the internet by choosing the
right search terms for your site. The process involves a lot of hard
work and if you pay someone else to do it for you, often a lot of money.
But if you get it right the results can be spectacular.
These are the steps we follow when we do the exercise on behalf of one of
- Identify the market for your
product/service, including the geographic location and
by your potential customers.
- Compile a list of the words/phrases
that you think/know your target customers will enter
into a search engine if they are looking for the products/services
you want to sell to them.
- Research how many people actually
use these words to search and arrange your list accordingly.
You can do this on a number of search engines who will
you how many times your phrase has been searched for during
the previous month.
- This is a good time to check how
selected search engines rank your site for each of
your chosen phrases. Use search engines that are popular
in your clients geographical location and area of interest.
- Now research how stiff the competition
is for each phrase by checking how many "hits" the
search engine finds for each term.
An example will explain, take two phrases let's call
them phrase A and phrase B and assume that last month
people searched for phrase A and only 50 people searched
for phrase B. But your research shows you that for
there are 10,000 web sites (or "hits") and
only 250 web sites for phrase B. Therefore you have
a one in ten
of success with
phrase A but
a one in 5 chance of success with phrase B. So it may make
sense to go with the less popular phrase B, but read
The next two questions are about profitability:
- You need to add into your "mix" the
answer to the following question, if someone bought the
in phrase A, how much profit would you make as opposed
to the product/service described in phrase B?
- Also what is your web site's conversion rate for enquiries
on phrase A and on phrase B?
Your answers to these questions will show you which phrase,
A or B, has the greatest potential for profit for your business.
In practice you may well be doing this exercise with up to
a hundred phrases, although we would recommend that your
limit your first try to a maximum of ten phrases until you
become familiar with the process.
Test your calculations:
- You then need to test your
calculations by buying "pay
per click" traffic for phrases A and B. 1,000 visitors
for each phrase will teach you a lot. Depending on your
product/service you can expect to pay anything from
five pence up to £25 per "click" or
NOTE:You may feel that to pay £25 just to get someone
to click on a link to your web site is far too much
that is what some large finance companies are currently
paying (June 2004) for traffic on the term "remortgage".
But, what few of them seem to have noticed is that the
slightly less popular term "re-mortgage" is currently
available for £11.20 per click.
- You should direct your "pay
per click" traffic
to pages within your web site designed around and containing
each phrase so that you
can be sure about the conversion rates and order profitability
you are getting. When compiling these pages it is important
to remember that there are three things that are important
about a web page and they are "Information, information
and information". Remember that as a general rule search
engines can't see pictures.
Remember also that most people think in pictures but in this
situation it is a picture of the words. When the average
person enters a term in a search box they have a mental picture
of the words they typed. Some research indicates that what
people actually remember is the "skyline" formed by the top
of the letters in their word or phrase, this means you should
not use all capital headings. (Whoops, please don't look
at the top of this page!).
- You should build the promotion of your chosen terms/phrases
into every aspect of your marketing on and off the internet.
- Be aware that the major players in this field may have
over a hundred different web sites promoting a thousand
or more search phrases on hundreds of search engines. We
have a number of clients who spend many thousands of pounds
each month buying "pay per click" traffic and advertising
space for their sites.
An advertiser's dream:
While this whole exercise can involve
a lot of time, effort and (possibly) a great deal of money,
you could end up with a situation where you know
with considerable certainty that for every hundred clicks
on your website, which may cost you (say) £50, you
will sell (say) two products/services at
a gross profit of
each. A "guaranteed" profit 700% on your advertising spend.
A major advantage is that you can buy "clicks" in
the morning and start to receive traffic within minutes,
to the activity level in your market area. This level of
control and certainty in advertising is rare.
If you don't want to do the exercise yourself we would, of
course, be happy to help.