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Know your Customer, Know their Keywords
Chuck: Yeah. Yeah, you need to – you got to go hand-in-hand. And, so you know, keyword researches is definitely one of those things that it’s tedious, time consuming, sometimes it’s a headache to do, but entirely necessary and it’s most needed.
Chuck: Oh, yeah.
Chris: Like, I mean. Again, if you’re putting great effort and intelligence in to the wrong keywords you’re totally wasting your time.
Chuck: And money and effort and that really killing you’re marketing campaign.
Chris: By the way, if you think you’re doing that, you should just go ahead and give us a call ‘cause we can help you with that.
Chuck: Yeah, I’m great [17:57:7][Inaudible]. Man, I got a lot of tools. I’ll be doing –usually tell me to build an article, I’ll play this off. Know your customer, know their keywords. Putting an article definitely searching in journal and it tells about, you know, things you should really focus on prior to knowing keyword research, like understanding what your searchers needs are, what they’re looking for. One other thing we key in, I see you highlighted this work. Two types of a customer and tip, you know and then usually is, you know the consumer or the person who’s searching in or your potential visitor to your site. They even are looking for to be entertained, right. Or they’re trying to solve a problem.
Chris: Right. It’s either now or in the future.
Chuck: Exactly. There are a lot of things, definitely you have to understand what your person is looking when they start tuning, in that way you can figure out which keywords almost applicable to their use.
Chris: Well, it’s really important what we tend to do is interview the client and we do ask this one question, I think it’s a great question, “What makes you the most money and what do you sell the most”, right? A lot of clients know it, a lot of clients don’t know the answer to that questions. And then it’s really about, you know, what kind of terms would you use and then we use an example before where we were working with an air-conditioning, heating, plumbing guy and they actually thought out the term MEP.
And that’s a term we had never use before and apparently in industry not in kind of the retail side, not in home – residential and commercial, they us the term MEP and they may even use it more on the engineering side for the drawings not even on the street, you know, mechanical , electrical, plumbing work. But, when they’re a drawing, the drawing is called an MEP.
Chris: So, it’s from the interview with the client that we’re able to determine a keyword, we would had never use them ever.
Chuck: Never use.
Chris: So, it’s really important and I know there’s lot of listeners out there who are actually doing SEO for themselves, so you don’t really have the opportunity interview a client, just be careful that you’re not bogged down in your industry.
Chuck: Industry jargon and things that made to the person who you’re servicing, you’d never know.
Chris: Would never know. Yeah.
Chris: So, if you were, you know, started as an engineer and MEP was the term you always use and then open up, you know just your air-conditioning company and started servicing air-conditioning, you may thing, oh I need a server, no I need a my term is MEP. And, you know, I got the number one spot and I’m not getting calls. Well, you know…
Chuck: Nobody searching for MEP. Or kindly like, can give a better example, Gondola.
Chris: Yeah. Excellent.
Chuck: Because right I mean we have new a client and he sell shelving. Gondola shelving it’s a type of shelving. Site optimize for Gondola shelving. So, its volumes not that great for Gondola shelving, more people are searching for store shelves.
Chris: What is going? Store shelving, yeah.
Chuck: Displace shelving.
Chris: So, when you go to your grocery store, all of that shelving apparently is called Gondola shelving.
Chuck: Gondola shelving.
Chris: If you’re opening a small s little storage, do you know that and the answer is…
Chuck: Probably not.
Chris: Apparently no.
Chuck: You know, that’s some keyword research on that. And then another thing the keyword researches is using the right tools. There are cleaning tools out there that helps you, you know generate the right amount of key phrases and the right type of key phrases. One of the tools I use and I’m debating on the [21:29:8][Inaudible] on that, I will probably post the link on that. But, you know what I do to kind of systematically approach keyword research is to generate a base. For example, AC – air-condition, heater, right?
Chuck: So, there’s a base and then now with that base I kind of test the service.
Chuck: Repair. Replacement. Service.
Chuck: Maintenance. So, I got a base in the service right then so then I want to, that kind of combine them and mix and now I get…
Chris: Yeah, the sum total of all of those.
Chuck: Exactly. Then I add another column if and you a targeting business parallel in and then…
Chris: It will put all three of those.
Chuck: Yeah, and so…
Chris: So, you take four, four and four and you end up with like 64 something like that.
Chuck: Yeah, that’s ton of key phrases. Saves you a lot of time and in that way you’d make sure you don’t leave out any it kind of do mainly you may forget to do what…
Chris: Yeah. And so…
Chris: And that goes… And those that goes for both PaperClick and for SEOs. So, if we’re going to target a set of keywords and we don’t want to find those 64 if that’s the right number.
Chris: Then, you know, we’re going to target those in PaperClick, normally we target smaller title ranges in SEO and we can go after those 64 and we’ll know that – that we need to target those and at least be testing them weekly, so that we know for improving positions or whatever for those particular keywords
Chuck: And then I always end up with two lists. I ended up with one list that Geo targeted.
Chuck: That I can immediately import it into PaperClick.
Chuck: And then, would list it…Doesn’t have the cities and town and state to it.
Chuck: But I may want to be, you know, submit to our content writer and use that for writing content.
Chris: Exactly. One other thing that I put in my notes is we’re talking about doing the podcast on keywords, what’s the goal? Know what the goal is ‘cause that can have an impact on your keywords. If it’s a newsletter then some people may be searching for, you know, you don’t to need, buy if you’re trying to push a newsletter.
Chris: So, you don’t need to include in, you know, if it’s AC tools. If you just want to get people on a newsletter so that you can market to them continuously or maybe your blog that talks about the greatest on AC tools, you don’t really need to go after buy AC tools.
Chris: Where – where is somebody who is actually selling AC tools…
Chuck: Needs to go to buy.
Chris: To buy… So, I understand what the final intent. Now, in some of those cases you might want to go after buy AC tools ‘cause you want to educate people and maybe you’re review sites about AC tools. So it is kind of your target market, that’s where you got to look in, you know, look in to metrics and see, you know, how many people who will use the term “buy” actually sign up for a newsletter versus how many people who didn’t who actually just type AC tools, didn’t get sign up for the newsletter. So that you can know, you know what, I shouldn’t spending any money or effort on buy AC tools, I really should be spending time and effort on just the AC tools or…
Chris: That’s a big brand.
Chuck: I think it is, I mean really covering the basis. If you offer that something free then you know free should probably be included in your first time.
Chuck: Because I search for free all the time.
Chuck: So if I’m looking for instrumentals to download I’ll take my search crew with download.
Chuck: In that effect free download.
Chris: It usually kind of go automatically.
Chuck: So you know definitely tag your search phrases with the accent that you want that visitor to take when they get to your site. If it signed up, you know it may be worth it using sign up as part of that key phrase. Just depends on – on what you want them to do when they get there.
Chuck: By the way that’s not all, you know, being sync with the CTA. So they search free download, they get to your site, if the CTA, this is free download.
Chris: Should be on your add text, free download or in your title made a descriptions so that – that’s what Google displays on your search in the result page.
Chris: Do we have anything else. Let see, don’t overlook consumer intent. Yeah, we got that and make sure you solve current problems.
Chris: So, I think we’ve done a reasonable job of talking about keywords again. Again, hit us up on Facebook at facebook.com/ewebstyle. Let us know if there are any perspectives on keywords that we may…
Chuck: Keywords this topic could really dig deep in to…
Chris: We didn’t even talk about tools.
Chuck: We didn’t talk tools. We didn’t talk LongTail. We didn’t you know. There’s a lot we can do with keywords. So maybe we’ll follow next week.
Chris: That’s a good idea. All right, well until the next podcast. My name is Chris Burres.
Chuck: I’m Charles Lewis.
Chris: Bye-bye for now.