In the world of Search Engine Optimization there are “broad keywords” and “money keywords”…identifying and differentiating these is the very first step in maximizing the visibility of your web site with the Search Engines...

Optimizing for broad SEO keywords will certainly increase traffic to your web site but how many of these visitors are ready to buy or enquire, right here, right now? Frankly, broad keywords are a lottery, chewing up serious bandwidth with a low level of conversion...it's not just about traffic volumes, it's about RevPOV (Revenue Per Online Visit). “Money keywords” are the rich fruit of SEO and deliver qualified visitors to specific landing pages, structured with predictive “click mapping” that will move the visitor to buy or make an online enquiry.

Some examples of "broad keywords" vs "money keywords":

 

• "Digital camera" vs "Canon 350D Digital SLR Camera"
• "Houston hotel" vs "Houston boutique hotel packages"
• "Skin care" vs "buy anti wrinkle cream online"

We have proven through rigorous testing that, although the highest volume of searches is for two and three broad keyword combinations, the highest volume of click throughs to web sites is from the results of three, four and five money SEO keyword combinations.

So, how do we identify both the broad keywords and money keywords for your site? Research, research and more research.

We subscribe to several online tools such as WordTracker (www.wordtracker.com) and Keyword Discovery (www.keyworddiscovery.com) and others that make the initial task of identifying the broad keywords for your industry much straightforward. Google, Yahoo! and MSN also have some SEO keyword tools available which we use to cross reference our research. We also brain storm with focus groups, seeking keyword signals that assist with expanding our research into the “money” keywords.

Then we look in depth at the top 20 Search Engine Results (SERP’s) web sites for each set of broad keywords and drill down to each web site’s specific landing pages (pages created to capture and convert visitors), looking for extensions to the two and three keyword sets…the “money” keywords…piggy-backing on the work your competitors have already completed.

Add in some extensive dictionary and thesaurus study and we end up with a Keyword Library of terms, somewhere between 50 and 500 depending on the scale of the project. This keyword library then forms the foundation for our Content Development, Web Site Design and Inbound Link Building.