Hello
and welcome to Rim Digest, the ezine for
"Responsible
Internet Marketers".
Striving
to be the BEST resource for Small Biz Owners...
August
30, volume 7-issue 34
Subscriber
Count as I hit send is 1996
welcome
to our new subscribers! :-)
Your
editor: Jan Tallent, rimdigest@usa.net
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Today's
Issue Contains:
Publisher's
Spot
Featured
Article: Search Engine Keywords Selection
Positive
Quotes
Feedback
Chuckle
Recommended
eZines
Publisher's
Goodbye and Legal Stuff
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Get
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August
is coming to an end and it is getting to be time for ...
AUTUMN!
The only season I like better than Autumn is Spring,
lol,
but that is only because it follows cold and nasty Winters.
I live
in Missouri, USA and am often asked why I do not move
somewhere
else - like FL or CA - but since I hate heat, humidity
and the
lack of season changes, I guess I will always stay here.
I would
like to SEE Hawaii and Canada someday and have made some
good
online friends who "say" if I ever get there to drop on
by, who
knows? It could happen, lol.
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Featured
Article
Search
Engine Keywords Selection
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 exactly right words or phrases, and
presto!
hoards of traffic will be pulling up to your front
door.
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 dramatically.
Your
keywords serve as the foundation of your marketing
strategy.
If they are not chosen with great precision, no
matter
how aggressive your marketing campaign may be, the
right
people may never get the chance to find out about it.
So your
first step in plotting your 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 a business owner 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 business
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 business.
Only
after you have gathered as many words and phrases from
outside
resources should you add your own keyword to the
list.
Once you have this list in hand, you are ready for
the
next step: evaluation.
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 greener pastures. In evaluating
the
effectiveness of keywords, bear in mind three elements:
popularity,
specificity, and motivation.
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 URL.
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.
Let's
look at a hypothetical example. Imagine that you have
obtained
popularity rankings for the keyword "automobile
companies."
However, you company specializes in bodywork
only.
The keyword "automobile body shops" would rank lower
on the
popularity scale than "automobile companies," but it
would
nevertheless serve you much better. Instead of
getting
a slew of people interested in everything from
buying
a car to changing their oil filters, you will get
only
those consumers with trashed front ends or crumpled
fenders
being directed to your site. In other words,
consumers
ready to buy your services are the ones who will
immediately
find you. Not only that, but the greater the
specificity
of your keyword is, the less competition you
will
face.
The
third factor is consumer motivation. Once again, this
requires
putting yourself inside the mind of the customer
rather
than the seller to figure out what motivation
prompts
a person looking for a service or product to type
in a
particular word or phrase. Let's look at another
example,
such as a consumer who is searching for a job as
an IT
manager in a new city. If you have to choose between
"Seattle
job listings" and "Seattle IT recruiters" which do
you
think will benefit the consumer more? If you were
looking
for this type of specific job, which keyword would
you
type in? The second one, of course! Using the second
keyword
targets people who have decided on their career,
have
the necessary experience, and are ready to enlist you
as
their recruiter, rather than someone just out of school
who is
casually trying to figure out what to do with his or
her
life in between beer parties. You want to find people
who are
ready to act or make a purchase, and this requires
subtle
tinkering of your keywords until your find the most
specific
and directly targeted phrases to bring the most
motivated
traffic to you site.
Once
you have chosen your keywords, your work is not done.
You
must continually evaluate performance across a variety
of
search engines, bearing in mind that times and trends
change,
as does popular lingo. You cannot rely on your log
traffic
analysis alone because it will not tell you how
many of
your visitors actually made a purchase.
Luckily,
some new tools have been invented to help you
judge
the effectiveness of your keywords in individual
search
engines. There is now software available that
analyzes
consumer behavior in relation to consumer traffic.
This
allows you to discern which keywords are bringing you
the
most valuable customers.
This is
an essential concept: numbers alone do not make a
good
keyword; profits per visitor do. You need to find
keywords
that direct consumers to your site who actually
buy
your product, fill out your forms, or download your
product.
This is the most important factor in evaluating
the
efficacy of a keyword or phrase, and should be the
sword
you wield when discarding and replacing ineffective
or
inefficient keywords with keywords that bring in better
profits.
Ongoing
analysis of tested keywords is the formula for
search
engine success. This may sound like a lot of work -
and it
is! But the amount of informed effort you put into
your
keyword campaign is what will ultimately generate your
business'
rewards.
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Positive
Quotes
The
sign of intelligent people is their ability to control
emotions
by the application of reason.
--
Marya Mannes (1904-1990) American Journalist
and
It is
never too late to be what you might have been.
--
George Eliot (1819-1880) English Novelist
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out this site for your computer's sake:
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- A great web site
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** **
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Feedback
Hi Jan,
You or
your subscribers may have noticed that they've
been
getting a lot emails lately either thanking them
for
joining some club or asking them to confirm their
membership
in a club that they know they didn't join.
A word
of warning, don't click ANY of the links included
in the
emails, even the unsubscribe or the removal
link.
This is
just the latest phishing tactic to get personal
information.
I guess
the one where I got 100 notices a day telling
me that
I had received a "Greeting Card" from a high
school
friend has lost its effectiveness.
Sharon
Bray-McPherson
JanRon
Publishing Digital Products
and
Article Directory.
http://www.janronpublishing.com
************************
remember,
this is YOUR newsletter, send any
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correspondence to mailto:rimdigest@usa.net
and use
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if you
like this ezine, please forward a copy
or an
invitation to a friend. :-)
** **
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Chuckle
A
doctor examined a woman, took the husband aside, and said,
"I
don't like the looks of your wife at all."
"Me
neither doc," said the husband, "But she's a great cook
and
really good with the kids."
** **
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Recommended
Ezines, check them out and see WHY!
iCop's
Internet Marketing Trade Journalā?¢
http://www.i-cop.org/trade-journal.htm
Free
Newsletters from 123Greetings.com
URL: http://www.123greetings.com/newsletter/
The Goal
Mine Gazette Newsletter http://tinyurl.com/l8sw
Culinary
Companion http://tinyurl.com/nbk0
eCommerce
Resources eZine: http://tinyurl.com/nbk5
Biz
Site Biz E-zine: http://tinyurl.com/6ytsh
** **
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"Bye"
for now and thank you for reading. I appreciate your
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part of my *rimmers* family. Hope to "see you" for
the
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Both
Divisions of the Tallent Agency
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