Brainstorm It! -- A Keyword Primer
"What's a Keyword?"
Good question! That term puzzles people new to online business. So let's blow away the fog...
There are two ways of looking at keywords, both of them correct. The first is from the Internet marketer's (i.e., your) point of view. For example...
What's your site about?
What's that web page about?
And that one?
"Anguilla" and "Anguilla villas" and "Caribbean vacations" are all keywords. The content you create about each page should focus on a keyword. We call that keyword a "Specific Keyword."
And we call the page a "Keyword-Focused Content Page" (KFCP), or, more simply, a content page. We call the site a "Theme-Based Content Site" or "Niche-Based Content Site."
Your site is about a specific niche or theme. This site is a collection of content pages, arranged into 3 tiers for easy navigation by human visitors and search engine "spiders."
We call your site's topic the "Site Concept." And we call the Specific Keyword of your home page the "Site Concept Keyword."
In other words, a keyword is merely the topic for the content of a web page. All the other words on that page are "content"... information about that Specific Keyword/topic.
"What's the Second Viewpoint?"
A keyword is also the term a surfer enters into a search engine when searching for something. These would be words like...
"Anguilla" and "Anguilla villas" and "Caribbean vacations"
(The term "keyword" includes single words as well as multi-word phrases. Most searches are not single-word searches. Why? Because searchers have learned to enter two or more words in their searches to get more precise results. We call that entry a "keyword" even if it has 5 words in it.)
Surfers use the Web to find information. Search engines (e.g., Google, Yahoo! Search, Bing) are, by far, the #1 way your pre-customers find that information (your "content").
When a surfer searches for a certain keyword, the engine delivers a "search engine results page" (SERP). This page is a list of (fairly) relevant and (usually) good-quality web pages. Each listing offers a title, a brief description and a link, like this...
That link is what it's all about.
Ideally, one of your pages will be ranked among the Top 10 (no worse than the Top 20) on that SERP. When a surfer enters a keyword into Google, Yahoo! Search or Bing, she finds your relevant content page near the top. And then...
She reads the title and description that you provided. Then she clicks on that link to visit your site. This is the very best traffic that money cannot buy...
It's "editorial" and not an ad. It is, therefore, more credible, and your visitor does not feel "pitched" on arrival (people usually raise their guard when they click on an ad).
It's highly targeted. Your visitor entered a relevant keyword, read your page's title and description, then clicked. It doesn't get "warmer" than that!
"What are the best keywords?"
That depends on your Site Concept (your site's overall theme or niche, something you choose during DAY 2. The best keywords...
Dictionary.com defines a niche as...
A situation or activity specially suited to a person's interests, abilities, or nature: e.g., "found her niche in life."
A special area of demand for a product or service: e.g., "niche magazines."
are specific to your niche. If your site is about "Anguilla," then "Anguilla villas" and "Anguilla hotels" and even "best Caribbean islands" are specific.
have a high Value Demand. The more people search for a keyword, and the greater its "monetizability" (i.e., the more commercial in nature), the better!
The Master Keyword List (MKL) part of Brainstorm It! provides the Value Demand for each keyword. This combination of search demand and monetizability delivers a more useful value than search demand alone.
have a low Real Supply. In other words, not too many other web pages are seriously about that keyword (the fewer, the better). The MKL uses a sophisticated way to measure Supply. It calls this competitive supply Real Supply.
The higher the Value Demand and the lower the Real Supply, the higher is a Specific Keyword's profit potential (Profitability).
We cover all this during DAYs 2 and 3 in the Action Guide -- this is just a "keyword primer."
"What's the difference between an ad and a high ranking?"
When you search at the engines, you'll see ads and high-ranking pages. The high-ranking pages (discussed above) are the editorial or "organic" search results. If the results page was a newspaper, the pages returned in the results would be the news.
They're what the surfer seeks. They're the real search results, the ones that the engines have determined are the most relevant and have the best quality, given the search term entered by the person.
The ads, of course, are prominent. The engines do have to make money, after all. Ads appear above the editorial listings.
Engines try, some more than others, to make the ads appear as regular text listings, as much as possible, anyway. But the law forces them to split ads off from the editorial listings somewhat. And they have to label them as "Sponsored Links" or "Sponsored Results" or "Sponsor Sites" and so forth.
Here's the bottom line... People come for the editorial results. They learn to sort out the "editorial" from the ads. But, if an ad is highly relevant to them, they'll likely see and click on it.
Otherwise, they click on the editorial listing.
"Why don't the engines provide only ads?"
For the same reason newspapers provide news. If newspapers provided only ads, people wouldn't read them -- they'd be flyers! People don't like ads. But, and here's the big "but" that makes the world go round...
When search engines and newspapers provide the right ads to the right people at the right time and in the right place, those people do in fact act upon them. If that didn't happen, the engines would soon be out of business.
The good news is that people do click on ads. And the better news? While newspapers have to create their own content, search engines let you do it for them. It takes millions and millions of small businesses to create the incredible kind of diversity that could cover every conceivable search.
"So should I buy ads to get found?"
You can't "buy" ads. You bid for them in an auction. And there are circumstances (e.g., you have a high-priced product or service to sell) for which buying ads (winning the ad auction) makes sense.
But, as you'll see later on, most SBIers normally sell ads (or, more accurately, ad space). Yes, ad space will make you money! Selling it to Google to sell to others is one income-generating strategy (one of many), and easy to do!
"I get it! But how do I brainstorm keywords, pick the right ones, and generally find out more about all this?"
Brainstorm It! guides you towards pointing C T P M in the correct direction, better than any other tool.
Brainstorm It! (BI!) does all the heavy work for you. It would take the savviest pros weeks to manually do what Brainstorm It! does in minutes!
The Brainstorm It! Process
Here's what you and BI! do (you click the buttons, and BI! does the hard research!)...
identify the best Site Concept ("niche") for you
brainstorm that concept to find hundreds of related topics ("keywords")
determine the profit potential of those topics -- discover the Value Demand and Real Supply for each of your keywords
refine/optimize your final Site Concept
develop a preliminary, 3-tier site Content Blueprint
investigate and plan your monetization mix
If this sounds complicated, it's not. Each is one little doable step. And taken together, the results are powerful.
Brainstorm It! points you to your best Site Concept and the keywords that will form the basis for your site's content and 3-tier structure.
After that, DAYs 6-10 help you build a site that gets found by those highly targeted people who are searching for your keywords. Grow and monetize all that juicy, targeted, "PREsold" traffic.
Remember, people search for information online... knowledge, solutions, etc. They use keywords to do that. Your job is to provide that information in the form of high-value, relevant content. You use keywords to do that.
"Keywords searched"... meet "keywords provided."