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Good Keywords Make Shopaholics

posted 30 Oct 2010, 10:59 by Sam Mbale

Successful stores need shopaholics, not window shoppers. It
is the fashion bugs that stuff bank accounts, not the banal
browsers. Every brick-and-mortar store knows this rule, but
many online businesses forget this fact in the fevered
frenzy of Internet marketing. Their ambiguous keywords and
chaotic content may attract window shoppers, but loyal
customers are few and far between. What is the secret? How
to find good keywords?

In marketing vernacular, good keywords are targeted phrases
designed to acquire potential customers likely to convert to
a call to action - aka, good keywords attract visitors likely
to enjoy the website and follow up.

Good Keyword Strategies & Tactics

Unfortunately, good keywords, like spouses, are hard to
find. But what makes a keyword good? Before beginning an
exhausting trek to track down good keywords, a business must
identify the goal of the keyword. Goals may include selling a
service, boosting website traffic, increasing conversion
rates or acquiring new blog visitors. Choice of keywords
depends upon choice of goal.

Should a keyword be generic or specific? Generic keywords
are likely to attract more visitors but lower conversion
rates and SERP rankings, while specific keywords will
receive fewer hits but attract more focused visitors.
Ambiguous keyword phrases tend to be short tail, with only a
few terms, while targeted phrases contain many terms, called
long tail. Most SEO experts "ladder" their good keywords by
identifying an ideal future keyword, a generic goal phrase,
and an immediate specific keyword.

Most marketers use keyword analytic services to take the
mammoth amount of amassed information and separate it into
easily digestible morsels. Web analytic services can rate
time spent per page, point of entry and exit, demographic
and geographic trends, number of searches per keyword, and

Warning & Caution

Many webmasters throw caution to the wind and rampage about
grabbing a term here, a short-tail phrase here and specific
long-tail phrase there. Good keywords should have a
consistent theme and should attract a certain calibre of

The late 1990s suffered from a viral Internet pandemic of
keyword stuffing. Writers crammed keyword after keyword into
blocks of text, and search engine algorithms were victims of
a bad case of information overload. Now, search engine
algorithms punish keyword spamming, so no keyword phrase
should be more than 8% of the total page content, and 2-5%
is the optimum range.

Window-shopping is fun to the customer, but worthless to the
seller. Hit-and-run visitors do not result in sales; it's the
shopaholics that make budgets. Good keywords make good

About the Author:

Steve Duval is a Successful Internet Marketer Helping Others
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