How to target buying keywords

Transcribed from Video:

Hi everybody! It’s Charlie here from Hutchinson Web Design and today what we’re going to take a look at is the area of key words. Now this is a massive, massive subject, so we’d be covering lots of blog posts and videos to come. Today we’re going to pay specific attention into when it comes to research process on choosing the words that the buying audience might be looking for or typing rather than those people who are just researching a topic or a field, because really we’re driving people or paying to have people come to our website, we want to make sure as much as possible that we’re getting those people that are really interested in buying that we can turn into customers or prospects rather than those that are just having a general nosy and are looking around in the area that you guys do business.

So really, with this sort of thing, let’s take Weddings as an example, if we are looking or talk to the wedding sector, if someone was typing in the keyword ‘wedding’ into Google, my assumption would be that this is a really, researched, heavy typed phrase. It’s very, very broad. People that are probably looking for this may have just got engaged and they are looking for general information around weddings, not very specific. So my thoughts on this sort of phrase would be very, very broad and probably the audiences who are typing this into Google really aren’t going to be on a buying mood or not a part of the buying audience that we’re looking for.

Now on the back of that however, if we we’re looking for or someone was typing into Google ‘London wedding planner’, this is a different kettle of fish altogether. First of all, I mean, this is really a key buying indication. First of all, we know that they’re looking for a specific product or service or a specific area within the wedding niche which gives us that idea again, they’re looking for a specific type of service, it could be flowers, or whatever it might be, but again they’re definitely looking for something specific. They’re looking for wedding planners, they’re not typing in ‘wedding discos’, ‘wedding photographers’, so we know again this is what they’re looking for, and this is what they’re interested in. More importantly, we’ve also got a local modifier at the beginning here. Now this could be anything, it could be ‘London’, could be ‘South Hampton’, it could be ‘Birmingham’. It doesn’t really matter, but what we’re basically saying is that people that are searching for this term or for this phrase, they’re very, very interested. They’re looking for people specifically in their area.

So in this sort of phrase, or this sort of timeframe, when people are typing this keyword into Google, they really are looking for this specific service in their local area. It’s a great indication that these people are on a buying frame of mind set. As I’ve said, when it comes to keywords, make sure things are very, very specific and target it down to the product or service that you specifically are looking to target or to rank well for, and if you can, make sure you got some sort of a local modifier in the front or the back of the search term. It could be ‘wedding planners London’, so you could have the local modifier at the back here, or at the front. As I’ve said, we’re just making sure that you’re targeting people in a specific local areas and it might be that you have lots of different shops all around the country or all around a specific area, you can target more than on phrase or more than one area if you want to, but just make sure you got a separate set-up or separate target for each one of those. It’s just as I’ve said, really, really targets down to the people you’re dealing with. You can also look at different other modifiers as well. I mean it might be for example, again we keep with the wedding niche, again rather thanĀ  just typing in or targeting the phrase ‘wedding’, we could be looking at wedding flowers, again this is still pretty broad. This is something of a phrase I won’t really look at or look to target or rank in for.

Again, people might be doing a bit of research still at this phase. They might be looking at different flower types or different colors or different arrangements that they might be interested in. If you take this, we go from ‘wedding’ to ‘wedding flowers’ to within looking for something a bit more specific, we can potentially be looking at ‘wedding flowers for sale’, it could be ‘to buy’, it could even be ‘for my wedding’.

Again all of a sudden, we got three different modifiers on the backend of this one search phrase that made this very, very specific. And again especially with this top two here ‘for sale’ and ‘ for buy’, this really give off the indication that people that might be typing this in are buyers rather than those doing generic research. So again it’s a great way. Rather than wasting or putting a load of money into this sort of like generic terms when it comes to pay-per-click and SEO, really do make sure that when you’re doing your keyword search, you make you thing as specific as possible and these sort of modifiers like ‘for sale’ or ‘to buy’ really will give you a good indication of the people that are going to be searching for those sort of terms are in a buying frame of mind. So, it can save you an absolute fortune. Yes, you might get a lot less searched per month for those terms, but you can be guaranteed that the people searching for these–you might have a thousand people every single month, every single day, looking for wedding flowers but one or two of those might only be willing to buy but I can guarantee that 90% of the people that are typing into Google ‘wedding flowers for sale’ or ‘to buy’ are going to be looking to spend money and those are the sort of people that you want to be driving in to your website. So that’s it, that’s the quick, sort of like round-up of a good way to differentiate between research and buying keyword audience, and we look forward to seeing you soon.

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