When someone types in a search term into a search engine they're looking for a specific answer to their question or query. We live in a world where there is a shortage of time and people hate wasting it. To be blunt they get really "disappointed" if there is no relevance to their enquiry on the page they land on after having made the effort to get a result they need. Google, in accordance with this idea, want to ease the use of their search engine and make things as relevant as possible for user experience. At the end result, it enhances their reputation and encourages more people to use their service. That means the keywords used to advertise the web pages, blogs or whatever, must be chosen in such a way as to be targeted to the search terms used to find them.
Don’t use a scatter gun approach and try to hit a broad audience with one shot. Domains, titles, meta tags, ads for pay per click (ppc), articles submitted to search engines, for best results should be targeted to a small group of initially keywords to find out if the campaign is successful and later expanded to fill the available relevant keywords on broader horizon and longer tails. If using Adwords they should be grouped and tracked to enable the successful keywords to be identified and the non performers separated and dropped. This leaves more money to invest in those keywords which attract clicks and perhaps conversions. This is known as ‘tweaking’. A campaign which at first glance only draws evens when measured by money invested as compared to money from commissions for example, can look different when the money spent on ‘dead clicks’ is switched to keywords which produce conversions.
Keywords can be describes as ‘longtail’. These keywords have perhaps four terms within them. For example “Housewife earn money online” as opposed to “Housewife”. The former is a fairly targeted set of terms for a specific purpose, while the second term is very broad and could be used in a search for a huge number of reasons unconnected with earning money online. In general terms, the longer the keyword the cheaper the cost of the click for advertising costs, if using ppc advertising. Bid prices for keywords vary. The term affiliate can be expensive, for example. The term “affiliate for dead bananas” would definitely be cheaper. So within the targeted aim for the advertising campaign there is also the relevance of the amount of money spent in order to get the sales. Using cheaper keywords which are still relevant to the enquiry from the user is a compromise which is worth considering.
Consider reading up on any free source of information before buying something online in connection with advertising. There are many free sources of information on forums, directories, message boards etc. There are usually free information give by the advertising sites to help with a grounding of basic knowledge. One even provides the user with a course and a test, for which a fee is paid to help with the ‘Being Certified’ feel good factor. If keyword use could be thought of as a narrow path the idea is to get the user (the enquiry person) on the relevant keyword path and keep her on there until she makes a purchase, or at least looks at the offer. Any break in keyword relevance causes them to fall of the path and not arrive at the place you want them to.
