Get More Clients Online

7 Secrets to Successful Keyword Research

As people search for information online, they use a series of words, what are referred to as keywords, to find the information that they are seeking. Keywords are the core of any market research conducted by an online business owner. Just like the Yellow Pages Directory groups listings by category, like "auto body shops" in the "automobile repair" category, search engines like Google and Yahoo sort by keywords so that auto body shops are found under "auto body shop" in their database.

In order to be found online by your target market, you need insight about the terms that they are using to search for a business like yours. The quickest way to gain that insight is by conducting research on possible keywords they use. However, so many of my clients conduct only very basic keyword research and miss many keywords because they don't really delve into the problems and needs of their target market, which contain prime, keyword-rich topics they can use to be found online.

Here are 7 secrets to a successful keyword research campaign:

1. Define your target topic or interest. Use 1-2 words to describe your topic. In this case, let's say our interest is pest control businesses because you're seeking to target owners of this type of company.

2. Define synonyms for your topic area. Use an online thesaurus or  Google Sets to help you brainstorm synonyms for your topic. In this example, similar terms for pest control business might be exterminating business, rodent control, insect control, bug business, and pest control company.

3. Use "how" to help define problems in your topic area. When people search online, many times they're seeking answers to their problems, and they seek answers to these problems by asking "how" questions. I use Google's free  Keyword Tool, to help me define some of the problems of a pest control business. I plug in the synonyms brainstormed in step 2 to help me come up with this list. In this case, common questions might be things like how to do one of the following in a pest control business: start, grow, train employees, find employees, market, advertise, price services, bill customers, bid for contracts, buy, insure, find supplies, and write a business plan.

4. Record your action terms. Note the action terms that were used found in this example -- starting, buying, growing, marketing, training, advertising, billing, bidding, etc. These are terms that people use to help them solve the problems they have with their pest control businesses. Create a list for each of these terms and brainstorm synonyms for these terms, as well.

5. Group and research. Now, return to your keyword tool and enter your action term combined with your target topic and see what people interested in this topic are actually searching on. For example, for the term "how to start a pest control business," you would see results like: mosquito control, electronic pest control, ant extermination, roach extermination, how to kill fleas, pest control software, pest control license, etc. Organize the keywords into groups according to the problem being solved or action being taken.

6. Count the searches. Look for the largest clusters in your groups and count the searches on the terms in the groups. A large cluster with lots of searches will contain the initial terms on which you will want to focus. However, don't overlook the groups with smaller searches, as many times these contain keywords that are less competitive and thus become easier for you to use to rise to the top of the search engines, rather than being one of millions competing for a very competitive term. These keywords with smaller searches are referred to as "long-tail keywords," and I believe that the traffic you get from high rankings on numerous long-tail keywords is equivalent to and quicker and easier to achieve than entering the contest for very competitive keywords.

7. Use the keywords. With this research you can write articles on these topics, create blog posts about these topics, upload web pages on these topics, update the meta tags on your web pages, make videos on podcasts about these topics, create information products, write pay-per-click campaigns, and design classified ads, to name just a few of the uses for this research.

Have you conducted thorough keyword research for your target market? If you haven't, you may be missing key opportunities for your target market to find you online. Set aside 2-3 hours one day and discover all the other options at your disposal to help your target market solve their problems.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this blurb with it:  Online Business Coach Donna Gunter helps baby boomers create profitable online retirement businesses by demystifying the steps needed to successfully market a  baby boomer business online. Would you like to learn the specific Internet marketing strategies that get results? Discover how to increase your visibility and get found online by claiming your FREE gift, TurboCharge Your Online Marketing Toolkit, at == > http://www.OnlineBizU.com

Web Site Update and Overhaul

Many people design their web sites and draw a long sigh of relief when they're finished, foolishly thinking that they won't have to deal with that piece of their marketing again anytime soon.  Wrong!  A web site, if it is to be fully integrated into your regular marketing activities, can be compared to a living, breathing organism that must be fed and watered (i.e. updated) regularly for maximum impact and use for your business.

When you change and update your site (by adding new articles, products, press releases, services, etc.), it's like holding up a beacon inviting the search engines to revisit and reindex your site.  Regular visits by search engines are a good thing, as the more the site changes, the more relevant the search engines deem the site, because they see new content as a good thing.  That's why blogs are so popular with search engines.  Regular new posts to a blog are like an ongoing invitation to the search engines to revisit the site because there is new content to index.

I'm in the process of giving OnlineBizU.com something of an overhaul by adding new navigation buttons to make it easier to find content on the site.  And, I've got 2 other membership sites in the works, as well, to help me drive traffic to OnlineBizU. 

However, I'll have to admit that even I, the Online Biz Resource Queen, grow weary of site development and updates after awhile.  So, as you can see, it happens even to the best of us..;->

How to increase conversion rates

Q:  I get tons of offers to join programs but no one will sign up with me, even if it is free.
Valarie

A:  Hi Valarie--

It's not easy getting people to sign up for anything any longer, even if it is free.  Enormous amounts of spam landing daily in our inboxes as well as email laden with viruses and malware have made everyone very reticent to take any unnecessary chances online.

Here's what you can do to seem more "real" and get visitors to take a chance with you:

1.  Place your name and contact info on your site.  If visitors feel as though they can reach you via a contact form or by snail mail or though a phone number, they're more likely to trust you.

2.  Place a photo of yourself on your site.  Visitors need to be able to visualize that you're a real person. Visitors don't like doing business with what appears to be a corporate entity unless it's one they already know (i.e. companies with household brand names. i.e. Johnson & Johnson, for example).

3.  Place audio or video on your site.  If visitors can hear or see you, your trust factor with them increases.

4.  Write a sales page and give a graphic representation of your free offer.  Now, you have to sell the free offer just as much as the fee-based offer.  Write some short sales copy that gives your visitor the benefits of your free offer.

I've written a more comprehensive article about how you have to move the free line (i.e. up you offering) with your giveaway here:
5 Secrets to Moving the Free Line With Your Client-Capturing Device

These tips should help increase your conversion rate.

For more in-depth info on other web design strategies, try a membership to OnlineBizU.com.

Got an Internet Marketing question?  Ask it here: AskDonnaGunter.com.

5 Secrets to Moving the Free Line With Your Client-Capturing Device

Want to listen to this article instead?

Once upon a time, in the dark ages of Internet marketing (only about 10 years ago in Internet years), all an online business owner had to do was stick an email opt-in form on her site and request visitors to join her list.  Simple, wasn't it?

Then, the legion of sp*mmers began to grow and started to make marketing by email more difficult.  So, then to encourage someone to opt into your list, you had to give something away, typically a very short assessment, checklist or special report.

As more and more online business owners implemented this strategy, website visitors started to become more skeptical.  The giveaway then had to be more substantial, like a free ebook or transcript or recording, to get a visitor to part with his contact information.

And, today, the free bar is raised yet again. Ongoing difficulties with sp*mmers and email marketing has caused online business owners to almost give away the store, it seems at times, to interest visitors in parting with their name and email address.  If you've been in business awhile, you probably have some valuable content that you can easily add to enhance your giveaway.  If you're newer in business, the first pieces of content you create should be used as your fr*ee giveway rather than creating them in hopes of selling them.  Remember, your primary call to action on your website or blog should always be to grow your list and a great giveaway does just that.

How can you be more competitive in a landscape full of marketers with fr*ee client-capturing devices?  Here are 5 secrets to moving the free line with your website giveaway:

1.  Be Content Rich.  If your giveaway isn't chock full of useful content that helps solve some immediate problems of your target market, you shouldn't waste your time.  Sure, your client-capturing device needs to have info in it about you and your products/services and an upsell to purchase from you.  However, if your giveaway is nothing but an extended infomercial about how wonderful you are and why the reader should buy from you, you won't create a trustworthy relationship with your reader. Visitors conduct Internet searches because they're seeking fr*ee info to help them solve their problems.  If they get valuable and credible content from you that they can immediately begin to use, they are much more likely to pay attention to what else you have to say and begin to like and trust you, which, of course, leads to their eventual purchase from you.

2.  Multiple Offerings.  A lone ebook, recording, or checklist is no longer enough.  Now, multiple offerings in your free giveaway are necessary to lure the visitors onto your list.  Creating some type of kit or package that includes three or so items, like a free ebook or report, an audio file, a video, etc. all focused on a similar topic is now what is required as an effective client-capturing device.  Your graphical representation of this giveaway needs to reflect that you are offering multiple items in the giveaway, as well.

3.  Monetary Value.  Because you're including valuable content in your giveaway, you need to determine the monetary value of this content.  Determine a reasonable price in line with your other offerings, and don't do what so many other marketers do by creating ridiculously inflated prices for their fr*ee information.  Place a value on each piece of info that you provide in your client-capturing device, and then a total price on the entire giveaway.

4. Sales Page Required.  Just like a fee-based product, the free giveaway also now needs its on sales page to let the visitor know why the giveaway is useful and wonderful and how their lives will change (or problems will be solved) by requesting the giveaway.  I don't think it has to follow the long sales letter format (the one that seems to go on forever and ever) but follows a shorter, more succinct sales page that clearly outlines the benefits and features of your offering to the visitor.

5. Audio and Video Help.  Almost everyone to whom I've spoken agrees that their opt-in rates have increased when they add audio to the giveaway sales page, and have skyrocketed when video is added.  Typically all the audio or video does is welcome the visitor to the page, run through why the visitor would want to get the giveaway, and then walk the visitor through the process of requesting the information.  The audio and video component is simply a smart marketing strategy because it lets the visitor know that they're dealing with a real, live, human being and if they can now see you in video, it hastens their feeling of connection to you.

Email marketing continues to be a viable marketing strategy.  However, in order to convince savvy Internet searchers that they should do business with you, you need to up the ante and create more offerings and greater content in your website giveaway.  Follow these 5 secrets to enhance your offerings and watch your list grow!

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this blurb with it:  Internet Marketing Strategist and Boomer Biz Coach Donna Gunter helps baby boomers create profitable online retirement businesses that they love by demystifying and simplifying the tools and strategies needed to market and grow their businesses online. To claim your FR*EE gift, TurboCharge Your Online Marketing Toolkit, visit her site at OnlineBizU.com. Ask Donna an Internet Marketing question at  AskDonnaGunter.com.

Software to Build a Website

Q:  From a marketing perspective, which website tool (i.e. Wordpress.org, free CMS like Joomla/Drupal or Dreamweaver/Microsoft Visual Studio) is best for creating a site for a solopreneur?
Jo

Hi Jo--

If I were starting from scratch, I'd use either a blogsite or a CMS management system to create my website.  Why?  Because both options signal the search engines when new info is added to come and index the new material.  This happens much more quickly than on a traditional, static website.

Here's an article I've written about blogsites that might help you out: http://www.getmoreclientsonlineblog.com/2008/06/7-reasons-blogsites-attract-more-visitors-and-help-you-get-more-clients-online.html You can have a blogsite designed for around $350. 

Regardless of what platform you choose, you need to be mindful of keywords in the titles of your posts, as the title of a post is what the search engine will index.  If you choose to create additional static pages to add to the site, be mindful of keywords in both the name or your page as well as the headline of your page.

IMHO, a Wordpress blog has a much slighter learning curve than CMS software.  If you hire someone to customize a Wordpress template for you (as noted above), the learning curve is further reduced, since all you have to do is enter new info/posts in a Word-like interface.

Good luck on creating your new site!

Got an Internet Marketing question?  Ask it here: AskDonnaGunter.com.

Cost for building a website

Q:  What would be a reasonable kind of "average" price to pay for a website to be set up? Up to 5 pages, include ability to add blogs / articles, and a link to a free demo for an eLearning program. Preferably be able to include e.g. some audio or YouTube content (as per your suggestion!) but nothing "extraordinary" or complex?

Mike Reed
www.MirandaManagement.com

A:  Hi Mike--

I've seen quotes on 5-page websites range from $100 all the way up to $2000.  Most of the price differential depends on the amount of customization that you want on the site.

You can use the ready-made templates as found at GoDaddy.com's Web Site Tonight service for as little as $50/year, but they are tough to customize to your look and feel and if you ever change from GoDaddy's hosting services, you can't take those with you, as they own the template.  The same goes for any other template-builder sites, like Yahoo Small Business.

You can purchase a template (which does become yours to use for the duration of the life of your site on whatever hosting plan you desire) from a template site like www.TemplateMonster.com or www.templatefactory.com.  These usually run $50-$100, and for another $200 or so, you can customize the color of the site and/or have the designer add in your logo.  The downside to this is that you might see other sites using this template.  Most of my sites are built with templates, and I haven't run across that many other sites which are using the same template.

If you're starting from scratch, you might think about a blogsite, which is a website that operates on a blogging platform, like Wordpress.  The benefit of this strategy is that your blog and your website are integrated together, and Google LOVES blogs.   Here's an article I've written about blogsites that might help you out: http://www.getmoreclientsonlineblog.com/2008/06/7-reasons-blogsites-attract-more-visitors-and-help-you-get-more-clients-online.html  You can have a blogsite designed for around $350.  One perk about using this strategy is that you don't need a web designer to update the site for you -- you can do that using your blog post interface.

If you want to hire a web designer, I think a good median price would be about $800 for a 5-page site.  Here's an article I've written on questions to ask before you hire a web designer: http://www.getmoreclientsonlineblog.com/2008/06/7-reasons-blogsites-attract-more-visitors-and-help-you-get-more-clients-online.html

In terms of adding audio or video capability to your site, www.GetMoreClientsAudio.com makes it quite easy for you to upload your audio and video to your site and embed a player on your page.  This service runs $19.95/month.

Good luck on building your site!

Got an Internet Marketing question?  Ask it here: AskDonnaGunter.com.

Converting website content to PDF files

Q:  I've been advised to put my website articles in pdf format.  I'm concerned that the search engines won't see the content which is keyword-rich. 
Kris

A:  Hi Kris--

While there's nothing wrong with putting your articles in PDF format, as search engines now have the capability to index PDF files as well as web pages for keywords, I would encourage you to stick with just placing them on your site as content.  My reasoning has to do with simplicity and reducing the number of clicks to view your contant rather than anything related to SEO.

On your site, you should make it as simple as possible for a visitor to view your content.  Forcing them to open/download a PDF file adds another layer of complexity to the process.  And, many people are wary of downloading and opening files from sites owned by people they do not know due to the possibility of the file being infected with spyware or malware.

So, permit your visitors to see your content when they land on your site.  Save the PDFs to use as a free giveaway to entice them to join your list when they have decided that they'd like to get more info from you.

Got an Internet Marketing question?  Ask it here: AskDonnaGunter.com.

Search Engine Optimization: 11 Basic SEO Strategies for Beginners

Search engine optimization is the process getting your website ready to be found in organic webs searches.  By organic searches, I'm referring to web searches that appear naturally as the result of a search for a particular keyword or phrase, rather than appearing in the sponsored links (pay-per-click advertising) section of a search page.

Frankly, for the first few years I was online, the thought of doing my own SEO made my eyes cross, and I was overwhelmed at where to start.  I even toyed with the idea of hiring a specialist to do this for me, but never got around to it. However, over time, I slowly began to see a pattern emerging, and started to optimize some of my sites accordingly.  One of the best days of my business is when I recently ranked #1 for a particularly competitive search term.

I'm not a search engine optimization (SEO) specialist, nor do I play one on TV.  However, even a new business owner who creates and updates her own websites can implement some very basic SEO strategies to make her website appear higher in the organic rankings on certain keyword searches.

Here are the 11 strategies that I regularly implement on my sites for better SEO positioning:

1.  Page title tags.  This is the page information that you see in the blue bar of your browser in the upper left-hand corner when you visit a website. For best SEO, use your top 2 keywords in your title tag.  The best way to do that is separated with a bar, as illustrated in this example:  Internet Marketing |  Web Marketing.

2.  Domain name:  If at all possible, use one primary keyword in your domain name.  You will have a slight edge over your competition by doing so.  If you already have a domain that you have used for some time, include a keyword in the name of files for your website pages.  Example:  http://www.yoursite.com/internet-marketing.htm if your keyword is Internet marketing.

3.  Meta tags.  These are descriptions on a web page that are not seen by most visitors except when looking at the page source code in their browser. While the keyword and description metatags used to be the primary way that search engines indexed sites, that is no longer the case.  However, you shouldn't ignore them entirely, as it is still worthwhile to include them as a part of your page description.  For optimal SEO, your meta description and keyword tags should be no more than 150 characters each.

4.  Header tags.  Header tags are the HTML code that indicates a headline, like <H1>, <H2> and <H3> and show up as bolded headlines in your page content.  The first 3 header tags are the only ones you need to be concerned about, and the primary header tag, <H1>, is the most important.  Use your primary keyword one time in the <H1> tag, 2-3 times in your <H2> tags, and multiple times in your <H3> tags.

5.  Alt image tag:  The alt tag typically describes an image in a floating text window when you put your mouse over the image if the image isn't able to be displayed.  The best use of any <ALT> tag is to use your keywords in your image descriptions.

6.  Content formatting.  Search engines pay attention to formatted content, as in when text is bolded, italicized, and underlined.  Make sure that you are bolding your keywords in the content of your website.

7.  Keyword density.  Keyword density refers to the number of times a keyword or keyword phrase appears on a web page.  Rather than trying to focus on the number of times a keyword appears in the content of your page, aim for a more natural density by keeping your keyword phrases in mind as you write the copy for your page.  Optimally, keyword density should be between 2% - 7%.  There are a number of keyword density checkers available online to assist you with determining the keyword density of a page.

8.  Anchor text.  Anchor text refer to links on a page that connect your visitor to other pages.  So, rather than telling someone to "cl*ck here" in the content of your page, include a keyword in your anchor text, as in "cl*ck here for dog training tips."

9..  Inbound links.  Reciprocal link exchange (you link to my site and I'll link to yours) used to be a great way to attract the attention of search engines to your site.  Now, search engines pay attention only to the quality and popularity of the site providing you with an inbound link that is not a reciprocal link.  One of the best ways to get quality inbound links back to your site is to submit articles to high traffic article directories and submit press releases to paid press release services.

A second way to gain high quality inbound links is by listing your site in search engine-friendly directories in which humans review the listings.  Google and other search engines place more credibility in the directories in which the listings are reviewed by real people than they do other kinds of directories.  Consequently, these links are weighted more heavily and favorably in the inbound link evaluation process.  Members of OnlineBizU.com can see the most effective search engine friendly directories here in this download.

10.  New content.  Content is still king, so one way to increase your page rank for a search term is to write high quality articles containing one or two of your keywords in the title and posting those regularly (weekly is best) to your site.  Search engines are always seeking good, fresh, content, so your goal should be to make your site into an information-rich resource for your industry.

11.  Site maps.  There are sitemaps that help a visitor navigate a site, and sitemaps that are expressly designed for the search engines.  The two are not the same. To enhance your site, submit an xml sitemap to Google Webmaster Central and Yahoo Site Explorer.  I use  XML Sitemaps to build search engine-friendly sitemaps on my sites.

Search engine optimization strategy is not a difficult as it appears.  Take some time to do some keyword research for your site, and then spend another 15 minutes a day employing a few of these strategies until you have a well-optimized site.  Why pay for visitors through pay-per-click advertising if you don't have to?

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this blurb with it: Online Business Resource Queen (TM) and Online Business Coach Donna Gunter helps independent service professionals learn how to automate their businesses, leverage their expertise on the Internet, and get more clients online. To claim your FR*EE gift, TurboCharge Your Online Marketing Toolkit, visit her site at OnlineBizU.com. Ask Donna an Internet Marketing question at  AskDonnaGunter.com.

Reciprocal links swaps

Q:  What is the best approach when soliciting a reciprocal link swap with other website owners who have similar niche markets?
Leah Burton
http://www.womenstoolshed.com


A:  Hi Leah--

Actually, reciprocal linking is a big no-no in today's web marketing world.  It used to be a very sound strategy to gain exposure to your site, but in the last 2 years or so, reciprocal linking hurts you more than helps you, at least according to the Internet marketing experts like Tom Antion, who typically gives pretty sound advice.

Today's link strategy is inbound links in which a site (preferably one with lots of traffic) is linking to yours but you don't link back to them.  The primary way I accomplish that is through article marketing, in which my site URL is listed on highly traffic article directory sites (like EzineArticles.com or GoArticles.com) or when my article is picked up and published on the home page of a high traffic website like SiteProNews.com, which happened last week for me.  I get found on these high traffic sites by using an article submission service, http://www.GetMoreClientsArticles.com.

Here's some more detailed info about inbound links from Google's Webmaster Central blog, http://googlewebmastercentral.blogspot.com/2008/10/good-times-with-inbound-links.html.

Remember your anchor text, or what text your hyperlink is attached to, when the inbound link is created.  For example, instead of having a link to my name back to my site., i.e. Donna Gunter, I would be much smarter to create anchor text using keyword for which I want to be found, like Internet Marketing Coach.

More info on anchor text can be found here.

Got an Internet Marketing question?  Ask it here: AskDonnaGunter.com.

Website Marketing: 4 Secrets to Making More Sales from Content Pages

by Donna Gunter, The Online Biz Resource Queen (TM)

Once you begin adding content, like your articles, to your website, an amazing thing starts to happen.  Your traffic begins to increase, as visitors are finding your site based on keyword searches that they do that result in them landing on your content pages.  As I've added more content pages to my site, I've discovered that about 60% of my traffic comes to my site via these kinds of searches.

When visitors arrive at your site, ideally they will look around for additional info. After all, most searches are conducted in pursuit of fr*ee "how to" information. So, how can you optimize your opportunity to get your visitor to take an action?  Traditionally I've recommended using hover ads and opt-in boxes, but there's another little-used strategy that I'm beginning to implement:  inserting a call to action at the bottom of your content page.  A key point to remember in this strategy is that your call to action on a content page should relate to the page content in some way.

Here are 4 secret strategies that you can regularly use on your content pages to make more sales:

1.  Ask visitor to get on your list.  The first trick to getting someone to buy from you is to get them to opt into your list.  By including a graphic image and brief description of your client attraction device (free giveaway) along with the sign up box form for them to complete to get on your list, they can immediately choose to join your list, if they so desire.  The magic words to use to relate joining your list to the content on the page are, "For more helpful tips or articles like these, I invite you to...(your call to action here)."

2.  Invite visitor to subscribe to your blog.  Perhaps you have blog posts that are related to this particular topic on your content page.  Invite your visitor to subscribe to your blog's feed or subscribe for blog updates via email and point your visitor in the direction of the related posts she should visit.

3.  Product promotion.  If you have begun to create information products, many pieces of your content probably relate to (or were taken from) those products.  This is an ideal time to place an image of your product at the bottom of your content page with a short description of the product.  Offer the visitor two options:  one to buy the product now, or the option to get more information about the product on the long sales page for that item.  Remember that your product should relate in an obvious way to your content (i.e. don't place a product about how to groom your dog on a content page about organizing your office).

4.  Google Adsense:  In some cases you may not have a call to action that makes sense to give to your visitor.  Instead (or in addition to another call to action), you may want to use that content space for your Google Adsense ads.  Google Adsense is a program in which you can display Google Adwords ads on your pages and get paid a small fee for every click-through from those ads that occur on your site.  I don't usually recommend that you place these on your content pages, but if you have a niche blog, for example, with articles written by others on a particular topic, Google Adsense ads can become one of your business revenue streams.

Make your content pages work (and sell) for you.  By implementing one of these 4 strategies, your start to see your list (and your bottom line) grow in no time!

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this blurb with it: Online Business Resource Queen (TM) and Online Business Coach Donna Gunter helps independent service professionals learn how to automate their businesses, leverage their expertise on the Internet, and get more clients online. To claim your FR*EE gift, TurboCharge Your Online Marketing Toolkit, visit her site at OnlineBizU.com. Ask Donna an Internet Marketing question at  AskDonnaGunter.com.