|32oz Steak vs. 3 tons of Beef Offal|
Many people get extremely disenchanted with webmastering (hmmm ... spellcheck doesn't like that word) after they spend hours on end researching keywords, hours on end designing pages and then hours on end watching traffic come piling through without converting. Whether you target the free results or the PPC sections, non-converting traffic can often be linked to the original keyword research.
The title? Well, I was watching a restaurant program and it gave me the theme for this article. The guy was supposed to be a steak house but didn't want to lose out on people who wanted Italian, Chinese, Thai etc. so had over 90 items on their menu. Long story short the quality of all dishes suffered due to cost issues and the non-specific cooking equipment. The problem was solved by focussing on only the common steak house dishes, not everything that contained beef ... or chicken ... or fish ... The most successful restaurants are those the specialise in one type of food and do each dish really well. Not one that has loads of choice but their coverage makes the quality poor.
What generally happens is that people get "keyword greedy" and start searching out every single keyword because they want to rank for everything. Your chances of becoming a millionaire increase 100x for every hundred new keywords you find, right? Not really. For an example we're going to use the Google Tool to get a keyword list for Adsense affiliates. Now, this means that to earn money you need to target people looking to actually sign up. Your aim would be to get people to your web page and then redirect them to the Google Adsense Website where they join and you receive a commission. (Why use this as the example? Well, we don't want to give anyone an instant advantage in any industry and it's safe to say that Google themselves will always rank top in free and PPC searches for adsense keywords! Plus, this is a nice limited number to work with, "mortgages" has over 3000 keywords ...) >> So we enter "adsense" into the tool and get back a list of around 125 keywords/phrases which I have kindly broken up for you:
The Keyphrases You Definitely Want:
"But that's only 19 keywords/phrases?" Yes, 19 phrases that target people genuinely interested in pursuing the product/service you are trying to pawn off. Those are the 19 you want, you can pursue those 19 and then once you've got them up and running and you want more, go after the next batch:
The Keyphrases You Probably Want:
"Another 22? That's it? I thought you said there was 125 keyphrases for adsense?" Well, actually if you read it again there is only 16 new phrases there as we don't recommend the website addresses as being those you should specifically target as with most affiliations trademark infringement is frowned upon. And that's not all, the first 19 and this 16 are the ONLY ones we would recommend you target. You shouldn't bother with the remaining 84 and here is why:
The Keyphrases You Probably Don't Want:
"Yeah, but surely if I go for these phrases aswell there will be a few that come through that might sign up?" Yes, very likely that a few will. Very, very few. If you increase your ranking or PPC efficiency on any of the previous 35 phrases you will end up with 100x more conversions than if you spend months on end pushing these time wasters.
The Keyphrases You Definitely Don't Want:
Summary: This is a nice small example to give you a bigger picture. 125 keyphrases to sort through is quite low. But no matter how large the database you collect, you need to discard all the phrases that are not targeted otherwise you are taking away valuable time and ranking (explained in our other articles) from the phrases that will earn the money.
This is the piece of information I wish someone had told to me years ago (good grief, have I been sat at this desk that long?) and you don't have to sign up to my mailing list, I'm not selling any ebooks and you don't have to make any "donations". If you have 100% of your working time and you give 5% of your time to each of the top 20 keywords for your chosen product/service/industry you will achieve more success and greater financial rewards than if you give 0.8% of your time to all 125 keywords. Just to put that into better perspective, if you are trying to control, manage and rank for 3000 mortgage keywords (those are just the main ones we researched in our study!) you can only devote 0.03% of your time to each. The total traffic for the bottom 500 phrases doesn't even come up to one third of the traffic received for just the top keyphrase alone.