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Last time we talked about making sure you narrow down what you do very, very well, and then to focus on that niche in your internet marketing. The next step is to make sure you know what the world wants when it comes to that niche. Think about it this way - you might sell the best upside down green widgets on the planet, but if nobody's typing "upside down green widgets" into Google, you're not going to get found. Instead, if people have a different way of searching - maybe they type "solve my widget problems"! If you know that, you can present your information in a way that meshes with search habits and also addresses their concerns in a very direct way. Getting this formula right help you rise in search engine placement, get more engagement from those who do find you, and helps you spend much more effectively in your pay-per-click marketing!
The good news is that figuring out how people search is a problem that has already mostly been solved. There are various proprietary tools, but since Google is the giant in the industry, why not use the tools they provide? You can use Google Trends to figure out rough comparisons between keywords or phrases - which of 5 keywords is being searched more and what the trends are. The Google Adwords Keyword tool is much more specific. You can create a list of your 10-20 best guesses, and Google will tell you what related keywords people in the US (or other areas if you're not in the US) are searching with, and how often each month. If you've already been running an Adwords campaign, your actual keyword data (how many clicks you've gotten on your ads for each keyword) is invaluable.
Once you know what you do very, very well, and what the word wants, make sure you have information on your website that relates to the overlap between the two. You're passionate about upside down green widgets and you know the top 12-15 keywords that people use to find them. Write a page around each keyword, post it on your website, and optimize it (a subject we'll talk about in much more detail later). Make sure you write from the customer's point of view. In other words, don't "we" all over yourself. Instead, write using "you" and make sure you're truly providing value in a way that helps people who are interested in what you have to offer.
Remember, the real secret to the most successful internet marketing is being able to tailor the kinds of customers you get. You can continually move your business in the direction of your dreams - your passion, happier customers, less trouble, more profit. You do that by making sure you know what you do very, very well, and how the world searches for it. It starts with search, but many of the most successful entrepreneurs we know have adapted their offerings to meet the demand they learn about through paying careful attention to how people search.
Want to learn more about successful internet marketing and digging deep to make the magic happen online? Check out our next episode with advice about how to start measuring your progress! (Coming soon!)
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