Keyphrase Marketing
What is Keyphrase Marketing?
Keyphrase Marketing is the term used to describe the process in which your website is optimized for a chosen number of keywords or keyphrases. The ‘keyword’ or ‘keyphrase’ I mention is the actual string of words a user types into a search engine’s search box to find what they want.
By optimizing your website you are telling Google (or any other search engine) “Hey, our site is all about <keyword>, in fact we know everything there is to know about <keyword>!! “. As a result Google will take this into careful consideration, among other factors, when deciding how the search results should be ordered.
The Keyphrase Marketing Process
If you want to find out what keywords and keyphrases your site should be optimized for then a good place to start is Google Keywords. This is a free tool provided by Google that suggests keywords and keyphrases to you after you seed it with initial ideas. With each keyphrase suggestion Google returns, it will also show you the strength of competition and the number of searches that were actually made with that keyphrase in that month.
So, to give you an example, Sid owns a Spare Car Parts Shop in Sidcup. He wants to optimize his website so that he attracts visitors interested in spare car parts. Putting ourselves in the mind of the user, what would they type in a search box?
Let’s start with :
spare car parts
Type that into the box and click “Get Keyword Ideas” and see what we get back.
“Spare Car Parts” is at the top of the list with an approximate 14,800 searches made for that term in the last month and strong advertiser competition. Not the best choice - with all that competition your chances of getting to page one of a SERP (Search Engine Results Page) are pretty slim. Let’s take a closer look. A little way down the list is “spares car parts” with an approximate 33,100 searches! Who would have thought that users prefer to type in “spares” instead of “spare”? You’ll also notice the advertising competition is comparatively nil.
If you scroll down to Additional keywords to be considered there are another couple of entries that stand out. “Exhaust car parts” and “Suspension car parts” with a collective 60,000 searches and nil advertising competition. Sid’s just told me that he actually specialises in exhausts and suspensions. Perfect. What we need to do on Sid’s website is start writing some content on “suspension car parts”. Maybe an article about how Sid sources his suspension car parts, the car models he provides suspension car parts for and how Sid is willing to deliver to anywhere in the UK. We’ll call this article : “Suspension Car Parts : Our Speciality”. Then we’ll create another page for “Exhaust car parts” in the same manner.
It’s not a dead cert because a lot of other factors come into account but there’s a good chance Sid may start seeing a trickle of traffic coming his way in the next few months. I provided just a brief and crude example but you should now have an idea of what Keyphrase marketing is.
If you want to do this properly I strongly suggest you sign up for Wordtracker. They provide a brilliant facility that allows you to search, research and analyse your keywords to a much more accurate degree than the free Google counterpart.
I hope this helps you understand a little more about keyphrase Marketing.