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Online Marketing: Strategies and Techniques- Part 2

David Sharpe

Presenter

David Sharpe

Technical Director for the Center for Online Evangelism

Recorded

  • November 11, 2015
    9:15 AM
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Completed the key marketing platform but there are still some questions that I wanted to add in that you should be asking and have the answers to. Before you actually start building the website. These are decisions that you. Most of these. If I recall are decisions that you're going to make. You should only have to make them one time and not really something that you're going to be referring back to a lot. Again who is your market. Know who your market is I can't emphasize that enough. If you don't know who your market is. You're not going to reach anybody. What are your goals for the site with. And another way of putting that is what's the purpose for the site. What do you want this thing to do you want to entertain do you want it to want it to educate people. Do you want to sell produce on it. Do you want to sell. Market and information product. Do you want to market webinars and video conferencing or coaching or. What is your site. About you need to be very clear about it and not overload it with goals. With purposes. It should have a purpose. There's no rule in the world that says you have to have one website. You're allowed to have more. I have four going right now. So. Plus another sixty domain name sitting there waiting for some day projects. You do not have to restrict yourself to one website. But each website should have a very clearly defined purpose. What do you want it to do some more possibilities do you want to attract people to come to your to come to your location. Do you want them to call you. Are you selling to restaurants and stores and health food stores and or you know. Where you're reaching. Because if you're selling your subscription. Gardening services. You've got somebody that wants to bags of groceries every week. You're writing differently to them then you are if you're selling to a restaurant. The restaurant guy might not even have time to to read a website if in. You know the ones that I've seen over the years. They're so busy that. That maybe they don't read the website but you still need to have information targeted to the restaurant owner of the store owner the B. to B. sales cycle is so different than it is for consumers. And of course I mentioned there's there's different things you can do you can publish and sell information products. You can build an audience and provide coaching and consulting and lifestyle. Classes and that type of thing. E-commerce you'll run across this term every so often e-commerce. Is selling directly on the Web site where somebody places an order. Pays for it provides the shipping information or. You tell them when to come pick it up. And so on e-commerce. Is probably beyond the scope of what most of you are going to want to deal with. So I'm not going to really spend any time on it. If any of you are interested in it. Check with me during one of the breaks or afterwards and I can point you to some resources. It's complicated and expensive to do. We'll And. And then touched on this a little earlier do you want to sell. Do you want your site to be content oriented it's educating and informing people. Do you want to be set up as the forty the local authority. No what the most desired action is. This is something that when I'm writing a web page. Writing a sales letter writing a brochure when I'm doing any kind of marketing information this is one of the things that I have to know what is the thing that you most want to happen when somebody reads this. This web page. Reads hits this website. Reads this brochure. What's the most desired action. Because without that. I can't write effectively. There's no focus there's no target to try to hit. So know what that most desired action is for the entire website and you may have several. For the website it may not be just one most desired action. There may be fifteen or twenty and those you'd want to split off into separate pages. But overall know what's that most desired action. Again back to the U.S.P. What makes you different. Don't be shy about looking at your competition and look at their websites. Because I can guarantee you that your market is looking at their Web sites. And if you look at your competitors websites you'll see places that they aren't doing so good. Please don't run and tell them that they're not doing so good. Just fill in the gap yourself because you know. This is this is what you're looking for years. What are they not doing so good. Maybe they're doing really good with video marketing. Maybe you want to try video marketing but maybe you look at it and say you know what they're doing such a good job that anything I would do would make me look second rate instead so I'm going to do something else. I'll take a different approach. Yes. Yes. From a users from a customer's perspective. Plus given what you know what you will know by the time we're done with. With all of this. And again you're not going to be an expert. But you will have enough of an overview. That you're going to be able to look at it you'll never look at a Web site the same. You're going to look at a Web site you're going to say Aha. That's what he was talking about. Oh look. And the more you expose yourself to it the more you're going to see. And pretty soon you're going to you're you're going to look at it you're going to an end up looking at a Web site you can think. Doesn't anybody in the world know how to do this except me. Because you have an advantage even though I too I'm talking about how time consuming it is and it can be expensive and so on but you are very fortunate that a great number of your competitors. Don't have a clue. You're going to walk out today knowing ten times more than most of them. And so it gives you an advantage. Especially in the local marketing space you know where you're trying to reach a local area. You're going to have an advantage you're going to be able to say this is. This is what I can do to stand out. And if you only do ten percent of what I'm talking about today to your Web site you will stand out in your marketplace. OK And we covered this already why should someone come to you rather than going to someone else. Back up with that one little bit one option that we've talked about briefly was content marketing that. That positions you as the expert. As the authority and. You might think well you know there's only so much that I can write about artichokes. There's a concept that I don't have a slide for. But you need to know about it's called curated content. Curated think of a curator in a museum. Curated content this works really well for blogs. Curated C U R A T E D. OK. See this is why I said. Make sure you ask. There are people out there who have written. Tons of information on your blog. You can put a link to that information with a few comments of your own. And now you have curated content on your blog. Your readers will thank you yes some of them will go to that other Web site so you might not want to to link to somebody who's in your physical market space. But somebody that's on the other side of the country. If you're selling. If you have a C.S.A. or you're selling artichokes to the local restaurants they're not going to go to somebody that's on the opposite coast. So. And it also you can include information from scholarly journals. Nutritional analysis. All kinds of of interesting little things that you can take from other Web sites. Link back to it so that they're getting credit for it. And now you have curated content this is one way to get to have regular fresh content. It's not going to help you with your position in the search engines that much because it's from somebody else's Web site. And you are just linking back to it with your comments. But it helps with engaging your visitors. They're going to want to come back and say Oh. What did Dave read about this week last week was so interesting I wonder what he's got this week or. You know if you want to do some every day. It's up to you. Instructional content. This works really well for people who have a local market. So what kind of. What kind of instructional content might you have. Depending on what you're selling. And I'm just going to assume. Produce of some type in in our case here. Recipes. Meals based around your products. How to how to keep this particular vegetable from rotting before you can eat it. Fifteen ways to fix the kini. As if anybody needed in something to do the kini. Another thing that you can do is you can teach. Small Gayle's small scale. Gardening techniques. Do not be afraid that you're going to create your own competition. Because most of your readers are not going to duplicate what you're doing. Yes they may have a garden in their backyard. But guess how big it's going to be. It's not going to be as big as yours. And when they discovered that their home grown tomatoes sound pretty smelts taste pretty good. They're going to come to you to fill in the gaps of what they weren't able to grow. Or maybe their tomatoes didn't grow because they've got to back a mosaic virus. Or something else. You know. The blossom Enderle kill them all off and but they got just enough to get a taste for it who are they going to come to for their tomatoes. They're not going to go to Wal-Mart. They're going to come to you because you were the one that showed them got them hooked on this debt to strategy we're going to talk about in the in Thursday and Friday. Thursday and Friday sessions are going to be duplicate. But it's a social media strategy. And the short. The short answer is It depends. Like everything else with online often it depends it depends on your market it depends on one of the things that we didn't talk about in here that we should have is. Where are your market place hanging out online or the hanging out on Facebook. Because there's a whole group that doesn't go to Facebook it may be one of the largest in the world but there are people who don't do Facebook. And there's a large segment of millennialists that don't hang out so on Facebook so if you are targeting millennial it's people who were born. Two thousand. Since since about one thousand nine hundred eighty. Depending on on who you're paying attention to for that millennial category. They're not also they're not on Facebook so much. The largest demographic on Facebook is over fifty five grandma showing sharing cat pictures. Yes. And. And that's that's right there are still a lot of young people on Facebook but they are not their behavior is different and so one of the things that. That you might for this group you might do if you say you want to get into to building an audience of small scale gardeners. You could have a group. Page on Facebook. Because I almost everybody seems to have a Facebook account Facebook is a very good place to do a group type of thing where you can. Can chat back and forth and share tips and so on. But Milton back to your. Your question. They should be kind of cross posted but there's a specific strategy want to follow for doing that. So that you. You know there's there's really not a lot of downside. It's just that if all you're doing is posting your blog posts on to Facebook. People won't engage with it after all the kind of lose interest. Now we get to there is a slide for them. It's not my notes or to the hangout what's their behavior. How do they look for information. Everybody uses Google pretty much. So much so that we go Google is now over google it. But there are other forms of getting information. Word of mouth. On social media is a really big one. It's a little tricky because Google dominates. And if you're looking for international information your best bet is to look for. And I have no specific examples. To give you but I know that there are specific search engines you know that are are targeted towards Pacific countries. And and I have some have something to share with you on this. And you should know before I say this that I am not a toy I don't wear ten foil hats. As a general rule. I I just don't. However there is something that's in the works with Google. They've released a study paper on this. And it bothers me. And it's a sign of where things are going global. Is this. Can. It's a gatekeeper like you are saying it controls. Information and that's their goal. In this paper that they released this. They were studying the feasibility and included some of the algorithms and to the point where that patented. Process where the results that they show you know were talk briefly about ranking googled crawls through all the websites on the Internet. Indexes them. Analyzes than and decides from this. This algorithm. It's called to the program that goes through crawls through everything and decides what order to place things in your search results. So if you're searching for left handed widgets. It's. It looks at your personal search history. Which it has a record of. It looks at your location which it knows. And it gives you a personalized set of results based on information that it knows about you. If you just search for blue widgets. And then two minutes later you search for left handed widgets. In That's search selection for left handed widgets it's also going to include blue widgets. Because it knows your search or astri. So it knows everything. Just a minute no duty. So here's what they're planning on doing. They want to rank. Information. Present these rankings. These listings. Your search result. Listings. Based on truthfulness. Not based on information or relevance they want to they are going to evaluate how truthful it is and what they're going to use for truthfulness Ford defining how truthful it is as a crowd sourced database and a set of crowdsource databases like Wikipedia. And if any of you've ever had any dealings aren't any knowledge of what the pedia you know that anybody can go in and change anything they want. And I see great. Potential for certain viewpoints to be excluded from Google completely because they are not considered truthful. And you know. We tend to think of that as well that might not be such a bad thing because then they're stuff that that I wouldn't have to see online. But what if it comes down to when somebody decides that. Keeping Sabbath this not truthful. It's not true because the crowd source database. Says so and then all of your Sabbaths related saw pages are gone. Everything they have been a stretch is done is gone out of him out of Google. So there. This. This has you know right now it's Were some time away from it actually being implemented. But it's there. They're going to control. What you see. Based on their evaluation of whether it's truthful or not. So there you go. There's your tinfoil hat for the day and. And that's a another good thing to brings up another good point just because you see it on the internet doesn't mean it's a book. So you have to. You have to use some common sense as you're evaluating you we were talking about the research. The facts and figures. Make sure you're you're working from a trusted source not just from somebody. Because anybody can put up a web page and anybody that's got money can get their web page rank and. Emma and this is one of the reasons why Google is wanting to rank by truthfulness. Why they're wanting to apply that filters because right now. There's no way to. You have to use common sense to define to determine whether a fact that you're seeing is actually factual or not. Well. This is what bothers me. Yes. Krug crowdsourcing is a wonderful tool but and I I really showed her to think of the potential for for shutting down unpopular opinions. OK. How are people going to find you. This is something to to consider as you're looking at your website how are they going to find you are they going to find you through. Search engines. Are they going to find you through a Facebook added They're going to find you from an ad words ad are they going to find you. From a from a Twitter post. You know you needed. You need to have these things in mind because what people expect from these different places. They expect a different experience. So somebody that comes in from Facebook might expect a different experience than somebody that comes in from an a global ad Edwards. Which will cover here in a few minutes. All right. I don't have all Minutes music to play so you're just going to have to imagine it. Keyword research. And I've got some terms to define for you. And then we're going to actually dive into a website. If I can get the computer to work properly on screen here. Keywords. When you type in something on the into Google search bar. That's a keyword. Now that's a hangover. Holdover from old days when people would put in one or two words into the search engine. In the search box Nowadays we type. Full questions. And some of this is changed from the. Hummingbird update. That they did which completely rewrote the searching. Process for Google. It also ties into voice searches. You know people in the pick up their phone and say. Show me the family lifestyle center. And you get this search results back. So keywords. When I say key words just understand that I am. Meaning whatever you put into the search bar. There in Google. Some people will also call them key phrases. And sometimes I get tangled and refer to them is either. Either way but key words key phrases. Anything that you're typing into Google's. Search box. When I want to go to them and you are right. It's a process that takes a long long time to master researching keywords. But I can show you very basic overview today. Of how you find out what people are searching for. And how often they're searching for your member how many I search as I said. There are a day six point six billion searches a day. That means that every second. There's something like seventy five thousand searches happening around the world. You know what's interesting. I just found this out yesterday. I was reading. My little book over here on the plane and and ran across the interesting little thing. Something like fifteen percent. I think is fifteen percent. I should probably look it up to be precise but an astonishing percentage of those searches are absolutely unique. Google's never seen them before. I I didn't think that was even possible by now I thought the Google would have everything so we'll indexed by now that we would. Part. An example of a unique one. No because I have no way of knowing what they would be all right Google's got this handy little tool called the keyword planning tool. In order to access that you have to have a C.F. gotta know not them on there we go through that Google Ad Words right there. You have to have a Google Ad Words. Account. In order to access to this tool. It's FREE. You do not have to actually buy ads in order to use this tool. Google Ad Words Ad Words. Is the advertising program that Google has where they place. And. In your search results. You notice when you type in the ads the first two results you get our ads. Right. Paid. Sponsored Links. Whatever they could. Whatever they happen to call it today. Then over in the right hand side after you get past the little box over on the right hand side. Then all down. This side is a listing of ads. Right. Seen those Ad Words. You look on websites. And often inside the. The page. They'll be little Google ads. Ad Words. And how that works is every time somebody clicks on one of those the advertiser. Pays a fee. Pays Google. And that's what this ad words account is it's so that you can get your ad in that. Little column of search results there. We will talk about it very briefly in a moment but it is a good way to get instant traffic to your Web site. It can be very very expensive if you do it wrong. And it can be very very expensive if you do it right there are some keywords that. If you were to get into the number one position you'd be paying thirty dollars plus per click. That's not a sale that's just somebody saying like that and click on it. And you just paid thirty gl thirty bucks. So it's. It's very unlikely that any of you are going to be in that category. But you'll see here in a minute. What some of the. Related keywords might be OK So get an account. Because this lets you do some surface level research. And you get your account you get logged in and. Let's just look at search volume data and trends. All right. I'm over on the on the east side. Over by the Carolina border. In Tennessee. Let's since we're in Texas. Let's just look and see what kind of. We could. What we might find if people searching for produce in the Dallas area. Yeah in just a minute weekend. Sure. Let me see if we're going to get anything here. OK so we get something like this. And you can see. You can see that that there's about ten. Searches per month for produce and Dallas so that might not be the best keyword. To look for doesn't mean that there are people not looking for for produce but you said Baltimore on. The reason you're doing this search is to find out what kind of traffic exists out there. Your. You're going to use this information to develop your Web site to develop pages for your Web site. OK So people obviously are not searching but for produce what would they might. What would the C.S.A.. OK look. Look carrying see that. Forty nine thousand searches per month for C.S.A. now what we don't know is whether that means. Community supported L ever culture or not. It might be the name of a of a company. We don't know that yet. Forty thousand searches for organic so we know that there's interest in organic something. There in the Baltimore area. Here's another thing to look at low competition. Which means that you have a good chance of may be getting a page to rank will. For organic. If you wanted to do an ad word. Project based on that keyword. You would be paying two dollars and sixty four cents per click. No sales. If you want to use do the Edwards. That number to get than the one of the best positions is probably be in the first second or third position you'd pay two dollars and sixty four cents per click. You wouldn't pay anything unless somebody clicked on your ad. X. If you put an ad done there for four or five. People come to your website. It's a way to drive traffic to your website. It's going to intreat increase your traffic and but we need to give. You've got to get paid more for your product than you. But we'll talk about it a little bit more but it's. It's going to be important that you do if you ever do any paid advertising especially online that you're not just sending people to your home page. You don't want to do that you want to send them to a specifically designed page. Specifically for that particular ad. Otherwise they'll land in your website and say OK. Why did I hit in the peer. So we'll talk about those they're called landing pages We'll talk about them in a minute. OK so we're not getting results quite like I had one ten and I know why. One of the reasons is because we're using broad recall broaden that keywords organic is very broad. I could be talking about organic chemistry. Rather than organic produce. So. Let's let's search for keywords. So let's try organic vegetables. Let's put Baltimore in there. So that in organic fruit. OK that's. That's good enough to get started on. And let's go choose a category and. Are we in our hypothetical situation are we selling produce to people or are we going to teach them how to do it in this case let's use food and groceries and. All right. And we're going to click on get ideas. Yes you have to have you have to enter in a payment thing but you do not have to. It's never charged unless you actually place an ad. In fact you can create that whole ad campaign and get all kinds of information. But until you click the live. Nothing's ever charged. You can look here and see some of the types of. You know. Let's go over to keyword ideas. OK so you can see here that that. While that doesn't look like an awful lot of searches. There's you know. Would you like to have eight hundred people checking your Web site for organic produce delivery. If you were delivering produce. Most of the traffic. Most of the traffic that you will get that will generate money for you will be the searches that have ten to fifty searches a month. It's not going to be the five hundred thousand. If it's got five hundred thousand searches that's too much. If there's is too much ambiguity there. So you want specific. Search information. And let me pull open. It's good to see my reading material. This is kind of what I. Know. Yes I would consider that for. Well. I don't think I could keep up with eight hundred eighty customers if I was delivering organic produce it keeping pretty busy. Aren't. There's a there's a concept that I wanted to share with you about them. You tend to do you tend to and a lot of people tend to but surprising number of people actually click on those things. It's. It's just amazing what it's costing somebody so yeah. There are there are people one of the things you have to be careful with and there's really no way around it is that that in very competitive markets. Competitors will go click on each other's ads or any ad that's not theirs. And click it and run up the bill. You know because what happens is most of us when we do and add words account. When we do it. A campaign. We say I'm a want to limit it to fifty dollars a day or you know there's a daily limit. And so once my daily limits been reached my ad is no longer displayed. And so they'll go click on the competitors ads until their daily limits been reached and if. They try but they can't. They can't get it out completely. There and there's there's all kinds of nefarious stuff that goes on there underneath the. So do so you have to be careful when you're doing that paid. Page stuff. OK I can't find real quickly but I wanted to talk to you about the keywords the differences in key words. There's a broad match that we looked at organic. If somebody's looking for organic. Do you think they're ready to take any kind of action on anything. You know. Probably not there. They're just looking for information on something. There's a couple of different levels of looking just just looking for information. What you're looking for is something that indicates a transaction is about to take place. So organic fruits and vegetables. You know. You can see here. Four hundred eighty. Average search Lee month. Monthly searches. And it's a medium competitive in only two dollars and twelve cent suggested bid if for an Edwards campaign. And by the way. Let me reiterate I'm not suggesting that you do Edwards were using these dollar amounts in the competitive amount. Indication to kind of give you a clue as to whether it's worth your effort to try to get a page that. That ranks will for this keyword. Anybody that that once to generate where a lead has actual monetary value. If you can. If you scan say somebody who visits my website. Out of every. Say that one percent of all visitors to my website will become customers. And the average customer will spend X. dollars for you when you know those kinds of numbers then you can. Those are the companies that are going to have an ad words so that when you click on it. Your. You become a they have a way of capturing your information. They get you. This is but. But what we're looking for is the amount of traffic. Because we're going to apply this to search traffic. Not to add words this is an Ad Words planning tool but we're looking for how many people are searching. So that we can use that to develop a strategy for what pages are we going to create in the Web site. So what to do to hopefully I'll be clear here in just a minute if it's not come back to it and ask for clarification on the glad. Coverage. Organic fruits and vegetables is kind of a broad term. Am I looking for how to grow them. Do I want to buy them. We don't know. So there's no real way of in determining the intent of that search. So while your website. Would you know if you're going to be selling organic fruits and vegetables. Obviously you're going to have that keyword in there. You're going to have. It's going to be an important part of your strategy. But it's not a transaction. There's not anything actually happening so. People come to your say to your site they may just be looking for information on how to grow and so you you know you don't want to spend a lot of effort on a keyword of that type. Now. You get down here to organic produce delivery. Now what are they looking for. Yeah. There's a transaction happening and and very small percentage of the maybe competitors that are looking for. What's the market like in in this area. So how many people are searching and so on but you can look at that and say. There's a transaction happening here. Maybe if I'm going to offer a delivery service maybe I should spend a lot of effort on my web page. Talking about organic produce delivery. Because there's a transaction and you can see that. Because it's a transaction. Type of search. Notice that the competition is fairly high. So when you want to have a page that's going to position will in the search engine results you're going to have to put some work into it because you've got competitors out there that are are doing the same thing. It's a high value. Key phrase organic fruit and vegetable delivery. There's only one hundred seventy. Average monthly searches but that's every single month on average. You want to pick up one hundred seventy new clients every month. Well it's not going to happen. But you know what if you could get your get a page on your website to rank fairly we'll you know in the first five results. On page one of people who are interested in getting you know you know they're interested because that's the word they were they put in. You know they're interested in what you have to offer. Now. You get them to your web page. And now you do a good job of selling them on why you're the best one better than X. Y. Z. produce down the road that when they deliver their produce it's all mashed and run for years as fresh right off the vine. Course you don't want to run down your competition you want to do a better job of explaining why you're better but. Here's another one organic vegetables delivered. You know there's a they're looking for a service to be delivered to them. So you take these these keywords that you're seeing in here. Organic food stores thirty six hundred searches. Per month. If you're not an organic food store it's now is going to do you any good to have a page. Talking about organic food stores. It's not going to get you much traffic and here's what's going to happen if you. If you do have the page. Optimized to the point where it's ranking really will. People are going to hit that page and there's going to say. That's not a store. That is talking about stars I want to hear in the balance that. It's called bouncing off. Google will see the lack of engagement the short. Times on the page and Google's going to say you know maybe that's not such a relevant result. And so maybe we don't. Position is so high so. It wouldn't do you much good to to try for that. Here's another one and this one's kind of a mix of several we've talked about organic produce home delivery. And only forty people a month they're searching for that but still it's a high competition because when Jim. Like to have forty new people every month looking at your web page on organic produce home delivery. So are you seeing a little bit of what this keyword analysis is for in your context. Did. Did I answer. What you were asking as to why you do this. Yes. The short answer yes long answer. Not quite but yes you would. The idea is that you want to have a page that specifically addresses that search. But there are some things that you don't want to do. There's. Yes the the larger ones. Well there. The problem with like organic foods here. The broad match. You have no way of knowing what their intent is behind the search. So if they come to your website and. It's not what they were looking. A large percentage of them would see that it's not what they were looking for. Because you know you might be selling organic foods while they're looking for information about organic foods. Now you can take that and turn it into an opportunity because you can teach them on your website about the benefits of organic foods what's organic what's not what sort of what certified what's not. And so on and turn them into a customer for your home delivery service. It's. It's technically the technology is more challenging because you have to have in ordering system. A shopping cart. Set up a payment processing. Provider. And then the database management and. You're going to need somebody that's that's where your computer programmer. Developer type. Comes in handy because there's a lot of scripting and development that goes into it and then if something breaks. And people have placed many orders but for some reason it didn't get recorded or it got. Then you get sent to your email box or. You've got all kinds of grief. Headed your way so it's a it's a potentially potentially lucrative. Area. If you have the right product to the right market. But it's got some technological issues that you have to be aware of before you get into. Oh yes. There's many many off the shelf type of things. You just have to be aware that very few of them are quite as off the shelf as advertised and to get all the pieces to play nice with each other. And be a little more challenging than most people are willing to put up with. If you're willing to put up with it and you're willing to pay for the. The services to to make it happen. You know it's viable. It's just an extra source of headache that most people are not willing to deal with. All right any questions about keyword. Analysis. Yes. Yes and no. There are there's a concept that. That I should talk about. I don't think it made it into the slides. It didn't turn for us and we've got some time before lunch good. There's a concept called Long Tail. And it derives from the a graph. You've all seen graphs that. You have have the axis and then you have a line that goes down and comes out. You know. High results here and then it curves. Out like that. In this long tail concept. The the high number on this side. Would be the number of searches. So let's just say. Let's just say for example that the face. Most searches. Done in a day on any one particular topic. Let's just say a million searches a day just to choose a number. So that would be this number right up here at the top of that line. And as they go down here. Obviously these numbers down here are smaller and smaller and smaller. And let's say that the million searches a day is for cars. Right. That's that's a broad match. Lots and lots of searches almost impossible to define the intent behind the search this area down here where there's only ten to twenty to fifty searches per day. Or per month even. Is that long tail. Because it kind of it kind of comes down and makes kind of a long been a SAR looking tail on the graph. And I should have gotten a chart for you but I didn't. So you'll just have to use your imaginations. If that long tail. Small amounts of searches. So. To use the car example without a million searches a day. I could spend tons of money. Tons of time trying to get a page to show up. My web page to show up in the search results anywhere in the search results for that meant for that type of of keyword it would be almost impossible for me to get my page on the page one or even. Page five of move will probably because there's so much competition for it. However if I'm selling left. Driver side window cranks for fifty seven Chevy pickup so I can own that niche. Because it's way down here in this long tail. There may be ten people a month searching for it but I can't because it's such a low number of searchers there's not much competition for it. So I can own that I can optimize my page and optimize my site to where every time somebody searches for driver side window cranks for fifty seven Chevy pickup that mine will show up in the first five results. And I might get all. I might get the entire whole page. Based on that. So most traffic to websites. This is kind of counter-intuitive but it's something that. That you should. Just except until you see it. Most traffic to a website to a well run website. Businesses get most of their traffic from a long tail keywords. More than those broad match. Billions of searches. A month. Type of keywords. One of the companies that I do some work for as a contractor. Almost all of his traffic comes from Long Tail keywords. He spends thousands of dollars. He spends hundreds of thousands of dollars a year on his online marketing and a great majority of it is in capturing these long tail keywords. And some of this isn't going to make sense until we get into the optimization the search engine optimization part. And then it'll start making a little bit more sense. But the idea is that you create a page. That is optimized. It's it. You you have done everything according to Google rules and done everything possible to make sure that that page shows up higher in the search engine results. And so it's a it's a combination of art and science and sacrificing chickens but. It's. It's easier to do for the long tail keywords and you're going to get most now. When you think of this in law in terms of the long tail keyword you also have to realize that there are Web sites that have millions of pages. We're not talking about a three page Web site. We're talking about a Web site that you're going to need to have as many pages is it takes to bring in the visitors. And if you're bringing in fifty visitors a month to a Web site to a page in your web site. Now what if you've got ten pages that are doing that. If you've got one hundred pages that are doing that. Is it worth creating a hundred pages to get that many more visitors to your website. If your website is designed to convert your visitors into sales it's worth it if all you're trying to do is is. Look Smart. Then it's probably not worth your time because it's going to take some time. I'm going to say that if you get it. No no no it's. It's amount of disk. Disk space used. There are free options but just pretend they don't exist because you don't want free websites. Can I put that off for two sections. All right. If I don't answer it. Make sure you wave your hand and and ask and I'll I'll get to it. All right. Do we have any clue. Any more questions about keywords. Keyword analysis. Obviously I skimmed over it. If this is very light and some of it will make a little more sense as we go on correct. Yes And we'll talk about how you do that in just a moment so did everybody here. His his very nice summary of what I've been rambling on about this media was brought to you by audio perhaps a web site dedicated to spreading God's word through free sermon audio. And much more. If you would like to know more about audio version. Or you would like to listen to more sermon. Leave it that W W W dot. Audio person. Dot org.

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