Search engines are the vehicles that drive potential customers to your websites. But in order for visitors to
reach their destination, your website, you need to provide them with specific and effective signs that will
direct them right to your site. You do this by creating carefully chosen keywords.
Think of the right keywords as the Open Sesame! of the Internet. Find the right words or phrases, and generate traffic to your website on the daily. But if your keywords are too general or too over-used, the possibility of visitors actually making it all the way to your site or of seeing any real profits from the visitors that do arrive decreases drastically.
Your keywords serve as the foundation of your online book marketing strategy. If they are not chosen with great precision, no matter how aggressive your book marketing campaign may be, the right people may never get the chance to find out about it.
STEP ONE
So your first step in plotting your online book marketing strategy is to gather and evaluate keywords and phrases.
You probably think you already know EXACTLY the right words for your search phrases. Unfortunately, if you haven’t followed certain specific steps, you are probably WRONG. It’s hard to be objective when you are right in the center of your business network, which is the reason that you may not be able to choose the most efficient keywords from the inside.
You need to be able to think like your customers. And since you are an author and entrepreneur and not the consumer, your best bet is to go directly to the source.
Instead of plunging in and scribbling down a list of potential search words and phrases yourself, ask for words from as many potential customers as you can. You will most likely find out that your understanding of your market and your customers’ understanding is significantly
different.
The consumer is an invaluable resource. You will find the words you accumulate from them are words and phrases you probably never would have considered from deep inside the trenches of your book marketing plan.
Only after you have gathered as many words and phrases from outside resources should you add your own keywords to the list. Once you have this list in hand, you are ready for the next step: evaluation.
STEP TWO:
The aim of evaluation is to narrow down your list to a small number of words and phrases that will direct the highest number of quality visitors to your website. By “quality visitors” I mean those consumers who are most likely to make a purchase rather than just cruise around your site and take off for something new. In evaluating the effectiveness of keywords, bear in mind three elements: popularity, specificity, and motivation.
THREE KEY ELEMENTS
Popularity is the easiest to evaluate because it is an objective quality. The more popular your keyword is, the more likely the chances are that it will be typed into a search engine which will then bring up your website.
You can now purchase software that will rate the popularity of keywords and phrases by giving words a number rating based on real search engine activity. Software such as Wordtracker will even suggest variations of your words and phrases. The higher the number this software assigns to a given keyword, the more traffic you can logically expect to be directed to your site.
The only fallacy with this concept is the more popular the keyword is, the greater the search engine position you will need to obtain. If you are down at the bottom of the search results, the consumer will probably never scroll down to find you.
Popularity isn’t enough to declare a keyword a good choice. You must move on to the next criteria, which is
specificity. The more specific your keyword is, the greater the likelihood that the consumer who is ready to purchase your goods or services will find you.
>>See You Next Time For Part II<<
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About The Author
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And to help you learn more about how to sell fiction online with keywords, I’m inviting you to claim your Free Website Makeover Workshop eCourse when you visit http://www.WebsiteMakeoverWorkshop.com.
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