What is a Keyword?

What is a Keyword Anyways?

The other week we talked about creating links that Google likes better by putting keywords into the links.

Remember that?

But really, we ought to take a step back a bit and go to the very beginning, the very basics of Search Engine Optimization. Since all of SEO starts with Keywords, let’s ask that question, “What is a keyword?”

And to answer that question, we’ll talk about another term, too: “search phrase.”

When someone goes to a search engine, they type in a word, a collection of words, a phrase, or a complete sentence that they’re looking for. Regardless of the length, or the sense those words make together, we call that a “search phrase”.

A search phrase can be a single word, like “salmon,” or it can be a short phrase like “salmon fishing” or “cooking salmon.” It can be a complete sentence, like “how to catch alaskan king salmon.” It can be the answer to a question like “the best place to catch salmon is.”

And what’s interesting is that the search phrase doesn’t even have to make sense as a sentence or phrase. You’ll find people typing in collections of words that all relate to what they are looking for, like “salmon hickory smoke wood pit wild”.

I saw a statistic from Google’s research department some time ago that said that fully HALF of all search phrases typed into Google were unique, and had NEVER been searched for before.

Regardless of how they search, you want someone to land on YOUR site when they type in a search phrase that relates to your site. Right?

And so, you as a website owner, will decide on a “keyword” that you want Google (or Yahoo, or Bing) to match search phrases to.

So what you’ll do is select a keyword that represents the traffic you want for that page. This keyword should represent the meaning of the entire page, and what search phrases you want the page to be found for.

Then, your job is to optimize your page by strategically putting your keywords on the page in both obvious and hidden places. When Google visits your site to see what it’s about, you want it to know EXACTLY what the page is about so that it can rank your page for the search phrases people are using.

So you’ve got “Search phrases,” which your visitors type into search engines. And then you’ve got “keywords,” which are your selected phrases that you are telling the Search Engines you want to be found for.

There’s more to this, of course, and we’ll get to that in a series of future articles. But at least now you’ve got a basic understand of two of the most important terms in internet marketing.

Of course, this month we’re diving deeper into SEO in the Money Makers Coaching Club. The club is ALL about SEO. We’ll not only have some great instructional videos for you, but a hands-on, user-participation webinar where we’ll help club members optimize their websites live.

Be sure to check back in the Coaching Club often, because there’s lots of great money making information on its way to you.

Order Buttons that Sell

We also talked about buttons for opt-in pages, but there are few things that get someone to act that the text and appearance of the button they need to click in order to get what you’re offering.

And opt-in buttons aren’t the only kind of button.

I’m a bit of a testing junkie, and am fascinated by what makes web buyers buy. In fact, I’m fascinated by almost all parts of human behavior — but mostly about what makes people pull out their wallets and spend.

I’m running a test right now for a private coaching client that is showing us something very interesting.

The test is all about order buttons, and what makes someone click and what causes someone to skip the click, and leave the page.

We all like to think that every decision that we make is one that we make consciously, intelligently, and with full knowledge. But every day, we all make decisions and have thoughts that are pre-engineered by someone in some marketing lab somewhere.

And the funny thing is that you (and me and everyone else) act as though we’ve acted entirely on our own.

If that were true, it wouldn’t matter how well you wrote your ad copy, or what your headline said, or what your site looked like. Your product would sell ONLY on the merits of the product.

Well, we all know that that’s not true.

But how much of a difference does what’s on the button actually make to you conversion rate?

On this website where we’re running the test (the website sells a fitness ebook) the current “buy” button is red, says “Click here to buy NOW!” and has a photo of the very fit and muscular author.

That’s a lot, for a button.

What we did is run a test of that button against a button that looks a lot like the one you’ll find at Amazon.com. It’s orange, with a little blue circle on the left side, inside of which is a small shopping cart drawing. On the orange part is text that says “Add to shopping cart.”

That new button is out-selling the original button by about 22% right now. And the test is still early. I’ve got a feeling that by the time the test is done, the difference will be even larger.

But at the moment, if all we did was change the button to this Amazon-style button, we’d increase sales by about 22%. That means $1,000 turns into $1,200, and $10,000 turns into $12,000.

And that’s only ONE thing we’re testing. We’re testing other items on the page that are showing a 64% increase in sales — by changing just one thing.

So, am I telling you to go put an Amazon-style button on your site?

No. What I’m telling you is that everything you do on your page is going to do either one of two things: Help someone to decide to buy from you, or help them to decide NOT to buy from you.

And what I’m also telling you is that you should learn how to tell the difference.

More on that in the coming weeks and months in the Money Makers Coaching Club.

For now, leave your comments on this article below. Got a favorite thing to test? Wondering if what you’re about to test is worth testing? Want to share your knowledge or learn something new?

Let’s talk.
-Mark Widawer


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One Response to What is a Keyword?

  1. Mike says:

    interesting.. but will it work