Search Engine Keywords Selection (Part 2)

In evaluating the efficiency of keywords, bear in mind three
fundamentals:
popularity, specificity, and motivation.
Popularity is the easiest to evaluate because it is an
objective quality. The more popular your keyword is, the
more possible the odds are that it will be keyed  into a
search engine which will then bring up your URL.

You can now buy software that will rate the popularity
of keywords and phrases by giving words a number rating
based on real search engine activity. Software such as
Word Tracker will even recommends variations of your words and
phrases. The higher the number this software appoints to a
certain keyword, the more traffic you can reasonably expect to
be directed to your site. The only erroneous belief with this
concept is the more popular the keyword is, the greater the
search engine position you will need to obtain. If you are
down at the bottom of the search results, the consumer will
most likely never scroll down to find you.

Popularity isn't sufficient to proclaim a keyword a good choice.
You must move on to the next criteria, which is
specificity. The more definite your keyword is, the greater
the possibility that the consumer who is ready to purchase
your goods or services will find you.

Consumers ready to buy your services are the ones who will
instantaneously find you. Not only that, but the greater the
specificity of your keyword is, the less competition you
will face.

The third factor is consumer motivation. Once again, this
Involves placing yourself inside the mind of the customer
rather than the seller to work out what motivation
induces  a person looking for a product or service to type
in a particular word or phrase.
 You want to find people who are all set to act or make a purchase,
 and this requires subtle tinkering of your keywords until your find the most
precise and directly targeted phrases to fetch the most
motivated traffic to you site.

Once you have chosen your keywords, your work is not done.
You must constantly evaluate performance across a range
of search engines, keeping in mind that times and trends
change, as does popular lingo. You cannot depend on your log
traffic analysis alone because it will not tell you how
many of your visitors actually made a purchase.

Luckily, some new tools have been created to help you
judge the efficiency of your keywords in individual
search engines. There is now software available that
examines consumer behavior in relation to consumer traffic.
This allows you to distinguish which keywords are fetching you
the most valuable customers.

This is a necessary theory: numbers alone do not make a
good keyword; profits per visitor do. You need to find
keywords that lead consumers to your site who actually
buy your product, , download your product or fill out your forms.
 This is the most important factor in evaluating
the effectiveness of a keyword or phrase, and should be the
weapon you exercise when removing and replacing inefficient
or ineffective  keywords with keywords that bring in better
profits.

Continuing analysis of tested keywords is the formula for
search engine success. This may seems like and it indeed - is a lot of work
but the amount of informed effort you put into
your keyword campaign is what will eventually generate your
business' rewards.