The Art of the Business

A blog dedicated to artists who are serious about their business.

3 Tips to Find the Best Keywords for Your Blog Posts Using Google Keyword Tool October 15, 2010

Filed under: Arts Marketing,Business of Arts,SEO — Rebecca Coleman @ 6:44 am
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This week’s last post on Google and SEO is a second guest-post by Alex Papa. His follow-up to Monday’s post outlines how to find your best keywords for Search Engine Optimization.

Search Engine Optimization (SEO) can be frustrating, particularly for bloggers who are only interested in providing great content to readers. The internet is filled with systems, tools and the supposed ‘secrets’, all promising to help move your site to the top of search results. Distinguishing between proper and nonsense advice is complicated for the beginner and intermediate webmaster equally.

At this point, the Google Keyword Tool takes the stage. It does not optimize your site for you; however, it will allow you to find the keywords that are most suitable for what you want to achieve with your blog post. This free tool is provided by Google. It is designed to show you the number of Global Monthly searches and the Competition for an individual keyword. Your aim should be to find the keywords that are higher in the volume of searches and low in competition.

Google Keywords is not meant for people who blog for fun. Instead, it is meant for blog owners who are focused on marketing their business or their products and services through their blog. This may sound like a little distinction and leads to the first tip of taking advantage of Google Keywords for SEO.

Tip 1: Always Work With Exact, Not Broad and Not Phrase, Keywords

Within the context of Google Keyword Tool;
•    Broad is defined as searches that come close to an individual keyword. For example New York Photos can be New York City Pictures or even Photographs of New York Buildings.
•    “Phrase” denotes searches that include the words in any order within a phrase.
•    [Exact] refers to user searches that are the exact word or phrase.

Taking New York Photos as an example, you want to know the search volume for New York Photos and you type it into Google Keyword Tool. If you select broad as your filter (default setting), what Google Keyword will return is a search volume number for New York Photos that consists of the traffic for that term plus various related terms. The number you get is not the real number of people who are looking for New York Photos. If you select Exact as your filter you will get a different number which is usually more realistic.

Be certain that your searches are filtered by Exact match, as seen in the example and the number of the Global Monthly searches you get will be precise.

Tip 2: Check the Competition Bar – But Do Not Rely On It

That bar that shows an estimation of competition for a keyword is another Google Keyword oddity. The problem is that the bar displays competition amongst advertisers to buy the relevant keyword for Google Adword campaigns and it does not indicate the number of websites that rank organically for a keyword.

Obviously, the exact keyword [New York photos] attracts more competitors than the phrase or broad keyword, but this should not mean anything to you, because these figures usually are related to competition in pay per click (PPC) advertising and not to competition in organic ranking.

Fortunately, finding your SEO competition for a keyword is not a daunting task. To start with, search Google for the relevant keyword.

To do this just click the little search icon next to the term and Google will initiate the search for you. Scroll through the first page or two of the displayed results. Assess the quality of the pages displayed, especially how focused they are on the relevant keyword.  If the pages are messed up; and if the apparent focus is low, then the more conquerable the keyword.

Tip 3: Choose Keywords that Drive Qualified Traffic to Your Site

Imagine you were promoting your New York Photos on a page you have in your blog, and while conducting  research on Google Keyword Tool you notice numerous keywords that were neglected in this genre. They seem to have high volume of searches and low competition. Without delay you write them down and set off a plan of content optimisation in your blog post.

No more than a month later after numerous hours of work you become aware that there have been many visitors in your New York Photos page but no buyers. An explanation for this is simply that the keywords you chose did not drive qualified traffic. In your case, the keywords possibly attracted enquirers instead of the buyers. Unfortunately, keywords like “New York Photos” or similar might bring people whose intentions are to view or copy your photos. If you want to sell photos then you need to find and analyze ‘buying’ keywords, such as [buy New York Photos] or [low cost New York Photos]. ‘Buying’ keywords attract buyers instead of enquirers to your product page.

Once you identify these keywords your next task is to use them in your website content (on-page optimisation) and your backlinks (off-page optimisation).

In choosing keywords, the question you should be asking yourself is: What kind of traffic will this keyword draw? What kind of conversions percentage is possible for that traffic to generate? And what would the value of those conversions possibly be.

Alex Papa is an internet entrepreneur who writes blogs about Internet Security solutions. In his blog you can find the latest Norton discount coupons codes. He is also a contributor to businessopportunitiesexpo.com

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Google AdWords Grants: NFPs in the US October 13, 2010

Filed under: Arts Marketing,Business of Arts,SEO — Rebecca Coleman @ 6:33 am
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Another example of a really great program that is not available to us here in the Great White North.

From the Google Grants website:

Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts.

Selected companies will recieve up to $329 per day or $10,000 per month in Google AdWords advertising.

If you are a not-for-profit arts agency in the US, this is an amazing opportunity. Hopefully it becomes available in Canada, soon.

 

Fundamental Keys to Expand Your Readership October 11, 2010

Filed under: Arts Marketing,Business of Arts,Marketing Ideas,marketing with blogs,SEO — Rebecca Coleman @ 7:39 am
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This week is all about SEO and Keywords. First up, a guest post from Alex Papa on how to get eyeballs to your blog or website.

Enter the ‘Blogosphere’: a world where corporate minds and marketers of all kinds congregate with a common goal. A goal to have their distinctive voices heard, to build a level of trust, and to present their services. Businesses have scanned the blogging scene, and recognized that the blogging platform presents a potentially lucrative revenue stream. Marketing strategies and blogging are now intertwined as a form of brand building and promotion.  Irrespective of prior knowledge, geographical positioning, or intellect, the blogging realm offers significant potential for reward.

Blogs and Business: Where is the Benefit?

Unlike a commercial website, a blog presents a lax setting. Viewers are not barraged with “Buy Now” buttons and other conspicuous sales pitches. This lowers the guard of the reader, and opens the door for a relationship to be built. A relationship initiates a level of trust, which correlates to a potential client and friend. The key determinants to solidify a level of trust is to offer your reader unique value-adding content. The content you provide illuminates your voice, exposes your character, and establishes your credibility. Contributing value-adding content on a consistent basis will ensure your readers return to your blog.

An expansive reader-base equates to a sizable market for your service. But with millions of blogs in existence, obtaining significant traffic can become an arduous assignment.

Social Media Traffic

Social media platforms like Twitter and Facebook can yield significant traffic for your blog. Facebook is the second most traffic intensive platform on the web, with Google firmly on top. Creating targeted “groups and pages” on Facebook can drive a substantial amount of traffic directly to your blog. Joining and participating in communities such as forums have proven to be another free source of direct traffic.

Organic Traffic

Another supply of sizeable traffic will be derived from the search engines like Google or Yahoo. This form of traffic which is commonly known as “organic” traffic will be the prominent source of traffic your blog receives. Traffic generated from search engines will always be laser targeted because users key in search terms that are specific to their needs.

Quality blog authors commit a fatal error by producing blog posts that are eloquent and of superior class, but lack search engine friendliness. Search engines are not professors evaluating the quality of your writing. They are programmed to decipher the relevance of your content according to the search term utilized by the user. If for instance a user keys in the term “Increase Blog Traffic” and this term is not incorporated in your content, then the search engine will deem your content irrelevant. Search engines don’t care if you are a best selling author.

There should be a dual focus when writing a blog post. Firstly, one should write for one’s user, and secondly, one should write content that is optimized for the search engines.

Keys to Writing Search Engine Optimized Content

When a search engine evaluates the content on your blog, it links the content of a post to “keywords” that are commonly used by everyday search engine users. If your blog post does not contain any of these keywords, your post is of no value to the search engine. The elements required for you to optimize your content for the search engines are:

•    Engage in keyword research. Know what people are searching for in relation to your service offering.
•    Structure advertorial posts by integrating a primary product keyword into your content.
•    Ensure your keyword appears in the title, introduction, body, and conclusion of each post.

Traffic is the lifeblood of your blog, and your readers will sustain your blog and business, if you offer them long-term value through your content. Subtlety is essential when promoting your service to your readers. Assaulting you readers with consistent sales pitches will destroy your relationship and reduce business profits. Approach each post that promotes your service with tact, and use persuasive language rather than heavy-handed sales pitches.

Alex Papa is the editor of Norton Antivirus Codes blog. He also manages several online marketing companies such as Business Opportunities Expo.