Finding keywords that speak to your audience – for free
Every campaign, and even more so every paid campaign on adwords, facebook, or similar falls and rises with the quality of its keywords.
But simply finding good keywords is not enough, as using the same keywords as your competitors will easily put you into a dead-end bidding war, killing off everyone’s profits.
In this article, your friendly myopic sensei will show you how to use several channels to find keywords that speak to your audience and will put you ahead of the pack.
So fetch some bananas, young grasshopper, and listen.
You will easily get more hits on your site by using the same words as your clients. Never mind that it might not be the technically correct words, you need to use the words your audience uses to define the thing they are looking for.
So if your clients look for a “tool”, but you call it an “app”, you are going to have a bad time.
Local dialects and words can also play into it.
For example, Germans call a cell phone a “handy” – a fake English word that nonetheless is the non plus ultra word to use when you are marketing these things in Germany.
Another funny example is the use of “pop” vs. “soda” in North America.
There is even a very good resource page on that – Pop vs Soda usage.
Know your audience. The following outlines some way to get a grip on the language and keywords your audience uses.
Channel one – Client emails
If a client sends you emails, look for the words they are using. If they insist on calling it a “gadget” instead of a “widget” and you find this repeated in your email correspondence, you are on to something – a “gadget” it is.
If you are worried about losing your “widget” traffic, don’t worry. You can either make a new page for “gadget”, or just sprinkle it in your existing landing page to be used in your campaign. But test it, you must!
Channel two – Twitter
Of course you are engaged on twitter.
Right, young grasshopper? Right?
The limit of 140 characters on twitter is a godsend. People have to convey meaning in short messages, so every word counts. So you can be sure that these are the important words. Go and get them. You might want to take note of the #hashtags as well, but I am wary of those.
Channel three – Wiki mindmap
Now this is a nice tool that only a few people know.
The tool on – wikimindmap.org creates a mind map from any wiki and keyword combination.
You can then traverse in all directions and explore connections and relations.
It is a bit unwieldy – there is no easy export function, and it does use dictionary words that might not be the ones your audience is looking for.
On the other hand, used in conjunction with the previously described channels, it has the potential to unearth real treasures.
Channel four – Internal search
This last channel is a very important one for big sites. Nonetheless, it is a bit of a backwater, as it starts by users that already are on your site.
If you are using WordPress, use the Search Meter plugin to get statistics of what your users are looking for. I can not stress how immensely helpful this is if you have an audience sizable enough for internal search to be used frequently.