keyword selection, seo optimization, search engine marketing, pay per click advertising, search engine optimization, keyword phrases



In Search Engine Marketing ....

Keywords Come First !

"What's the Fundamental Secret to 
Search Engine Marketing?
The Keywords You Use."

To succeed with Search Engine Marketing,
you must find the words your prospects use to find you.

You see, people using search engines don't browse for information – they describe the information they want. If you know the descriptive words your audience uses, you can make it easier for them to find you.

My friend, that seemingly simple task – knowing the words they use – is the key to Search Engine Marketing. Get the keywords right and you can rake in lots of quality traffic. Get them wrong and you can spin your wheels forever.

Always remember ... the first step in successful Search Engine Marketing is:

Identify the right keywords.

But how do you do that?

Search Engines Are A Marketer’s Dream-Come-True

Hello, my name is Keith Britnell. For 28 years, I’ve been a wordsmith – a marketing strategist and writer helping companies find the right words to appeal to their audiences. I’ve written ads, direct mail pieces, brochures, Web copy, and more ... constantly searching for the words which will trigger the desired response from the target audience.

In all of my years, though, the most exciting communications medium I’ve seen is the World Wide Web.

In particular, search engines have emerged as uniquely effective tools for pairing prospects with companies and organizations.

Do you know why?

"Words Rule" on the Web
(Which Makes Them Very Important to You)

Why are search engines and keywords so important?

Here’s the whole story in four sentences:

  1. Search engines deliver highly qualified traffic to Web sites – targeted visitors who are actively looking for a specific type of information.

  2. Search engines function by reading and indexing words on Web sites and by analyzing those words in order to deliver relevant search results.

  3. The better your site’s words match the search terms used by your ideal prospects, the better the search engines will be able to direct those prospects to your site.

  4. So, if words are what search engines live on, they should be critically important to you, too, as a site owner or marketer.

The lesson to carry away from this:

Pretty sites are nice, but ...
When it comes to attracting traffic,
words rule
on the World Wide Web



"If you fail to make use of the terms your audience searches with, you’ll fail to be found by them. It’s that simple."

Danny Sullivan, Editor – Search Engine Land,
"Researching Search Terms With WordTracker"

Marketing Tip: Think of the Search Engines as Advertising Media!!

As a marketer, you have to think of the search engines as advertising media – as a means of reaching your audience.

Think about what advertising managers do – the process they go through. Advertisers study the viewing/reading patterns of their target audience. By understanding where their audience’s attention is already focused, they then place their advertising message so the target audience will see the message.

That’s exactly what we’re doing with Search Engine Marketing (SEM) – identifying the focus of our target audience, then positioning our site so it will fall within that range of focus.

Where is your audience focused conceptually?

This is where it all begins: Determining which keywords are important to your audience – which words they focus on.

Those words are the basis for all downstream Search Engine Optimization (SEO) and Pay-Per-Click (PPC) activities. The keywords tell you exactly where to go with your Search Engine Marketing program. The Handbook of Keyword Selection tells you exactly how to find the keywords for your topic.

Search Engine


[ Keywords are the foundation for SEO and PPC activities. ]

People Take The Path Which Is Most Natural; Find That Path & Wait There

When someone is looking for your type of business ….

What Goes In The “Search” Box?

pay per click advertising, web site optimization, website optimization, keyword ranking, search engine ranking

Right now, you may not know exactly what’s typed in the Search Box. But you can find out. (And for SEM, you must find out.)

One thing we do know: people search naturally. They use whatever search terms seem right. But what are those terms?

  • Do they describe one-day shipping as “overnight” or “next day” or “express?”
  • Do they type “Manhattan” or “New York City” (or simply “New York”)?
  • Do they call it “perfume” or “cologne” or a “fragrance?”
  • Is it a trade show "booth" or "exhibit" or "stand?"
  • Will they say “interior,” “inside,” or “indoor?”
  • Is it “veterinarian” or “animal doctor?”
  • “Etiquette” or “manners?”
  • "Infant" or "baby?"
  • "Lawn" or "yard?"
  • “Prescription” or “medicine” or “drugs” or “pills?”
  • "Building design" or "architectural design?"
  • “Major league” or “professional” sports?
  • "Conference" or "convention?"
  • "Pants" or "trousers" or "slacks?"
  • “Television” or “TV?”
  • “Stocks” or “equities” or “mutual funds?”
  • “Felt-tip pen” or “marker?”


What words do they use??

The Handbook of Keyword Selection shows you how to find these words!

Tune Your Web Site So Particular Search Terms Can Find It

Want to know the truth? For a given subject, people probably use every term you can think of ... and then some. By understanding how people search, companies can better position themselves to be found. As a search engine marketer, therefore, you have three concerns:

  1. Am I aware of all of the search terms that are specific to my business? Am I missing any important ones which really target my topic?

  2. Out of that universe of words, which terms do people use most frequently when searching? Where should I concentrate my SEM efforts?

  3. What are my chances of successfully using those terms in my Search Engine Marketing? Are a lot of other sites competing for the same attention?

To answer these questions, you must learn your prospect’s search patterns. Then follow their lead and tune your Web site to be found whenever those search terms are used! When you and your prospects converge on the same search terms, you will find each other. (Remember our “advertising” analogy? Find out where prospects are already focused and go there.) 

The greatest success in keyword-based Search Engine Marketing comes from finding keywords which are:
  1. Specific to what you offer,

  2. Commonly used by searchers, and

  3. Have limited competition from other sites

The Handbook of Keyword Selection shows you how to find these words!


"Your keyphrase research comes before everything else - your writing, your Meta tags, EVERYTHING!"

Heather Lloyd-Martin, SuccessWorks SEO copywriter.

Keyword-based Search Engine Marketing Gets Extremely Targeted Traffic

Why have a Web site? The reasons vary, but obviously you won’t accomplish your purpose if no one visits your site. So after you’ve built the site, your main task – sometimes your only task – is to get people to come to your site.

I mean, if people aren’t coming to your Web site, why even bother to have a Web site???

So that becomes your ongoing job – day in and day out. Get visitors.

Not just any visitors, either. The right visitors. The people who have a real need for whatever you offer. Ideally, the people who have an immediate interest and who are not only receptive but actively looking for a solution.

I know just where you can find those people. They’re sitting at their computers in their homes and offices typing queries into search engines. Right now. Right this instant – all around the world. They’re typing words, looking for information. They’re typing the words they think will lead them to you.

Those are very, very important words to online marketers. They’re called keywords.

If you’re not familiar with keywords and why they’re important, don’t worry.  I can explain.

Just remember: Your job is not simply to get traffic to your Web site. It’s to get targeted traffic.
Keyword-based Search Engine Marketing is perfect for that.

So, how do you get targeted traffic?


Find the Prospects Who Really Matter: Pre-Qualified, Targeted, Interested

Search Engine Marketing lets you cut through the clutter and find the prospects who really matter. After all, your business is not “all things to all people.” Rather, it's specific goods, services, or information for specific markets or target audiences.

So you don't want “more traffic … more traffic … more traffic.” You want “more targeted, relevant traffic.”

The focus of Search Engine Marketing is not just on bringing more visitors to your site, but on bringing more qualified prospects. BIG difference.

You see, by its very nature, search engine traffic is very targeted. People are looking for specific things. Not just “food,” but “clam chowder.” Not just “cars,” but “Honda Accord.”

Searchers are active prospects, too. Search engines offer a stream of people who not only realize they have a need but are – at this instant – actively looking for a solution. They are pre-qualified and predisposed to your message because they were looking for you in the first place!! They’re prime prospects!!

It’s simple, really.

Search engines bring you pre-qualified prospects who are actively looking for specific information.

You just have to alert them that you have the information that matches their need.

In other words, while people are looking for you, you must be looking for them, too.

How? By looking for the words they use.


For you and your prospect to meet through a search engine, the two of you must converge – or cross paths – on the same search term.

The Handbook Gives You The Opening Play In Your Game Plan

In the race to attract targeted visitors from search engines, here’s the starting line. Literally.

This is the first step in Search Engine Marketing. Before you think about Search Engine Optimization. Before you think about opening Pay-Per-Click accounts. Before you do anything else which depends upon keyword selection, you must find out what your customers' keywords are!

In The Handbook of Keyword Selection, I explain how to develop an extensive list of candidate keywords and keyword phrases – probably a much larger list than you can imagine. I suggest online and offline idea generators – even some resources sitting right there on your desk. I’ll help you think about the many directions your Web visitors might come from.

Then I explain how to narrow down the list to the terms which have a higher chance of bringing qualified visitors to your site. Through an in-depth case study, I demonstrate some of the key ways to evaluate different keyword ideas. You can see exactly how the process works – step by step. I even discuss what to do with less-popular, but still very useful keywords and phrases.

I also point you to top-notch tools which save you time in building and refining your list of keywords. These tools provide unequaled insight into the popularity, rank, and competitiveness of keywords specific to your field of interest. They’ll make it much easier to implement your Search Engine Marketing plan.

I use analogies to make the concepts as clear as a bell. How is keyword-based Search Engine Marketing like walking across a university campus? Or like fishing? I’ll explain.

Want a taste of the actual book? Here are some bite-sized samples.

Q: What can Search Engine Marketing do?
A: Stretch your marketing dollars. It's a very cost-effective form of online marketing.

The Six Principles of Keyword Selection

I’ll also walk you through my “Six Principles of Keyword Selection:”

Principle #1: Think relevance. (That’s all the search engines think about.) This benefits all parties involved – the searcher, the search engine, and the marketer.

Principle #2: Think like your customer. Anticipate how people search, then intercept them.

Principle #3: Use keyword PHRASES, not individual keyWORDS. Do you know why phrases are usually far more valuable than single keywords for Search Engine Marketing? I’ll explain fully. (I use numerous examples to illustrate this point with striking clarity.)

Principle #4: To form keyword phrases, use qualifiers to target your audience.

Principle #5: Choose real-world phrases which people actually use and which logically relate to your site content.

Principle #6: Cast a wide net. Use lateral thinking to plan for all the exciting possibilities.


"What is the single most important thing you can do to insure the success of your website? Choose the right keywords."

Robin Nobles, Search Engine Workshops

Search Engine Marketing Isn’t For “The Other Sites.” It’s For YOUR SITE !

At the risk of offending you, let me get right in your face and repeat a point made earlier.

If people aren’t coming to your Web site, why even bother to have a Web site???

Having a Web site is only the beginning. You must have visitors to give the site value!

By the way, to have value, non-commercial sites need to reach their audiences, too, don’t they? If someone in your target audience goes to a search engine looking for information related to your type of organization, you want them to find you, don’t you?? Keyword-based SEM applies just as well to non-profit, educational, government, or personal sites.

Even among commercial sites, Search Engine Marketing isn’t restricted to the “big boys.” If you’re in a niche market or serve a limited geographical area, you still need SEM to reach some of your hottest prospects.

Use The Handbook To Make A Good Search Engine Marketing Plan Better !

Are you already using Search Engine Marketing? Use The Handbook of Keyword Selection to fine-tune your tactics! With the right keyword selection process, you can stop wondering if you’re following the right path.

If you’re optimizing Web pages already, the Handbook helps you evaluate whether there are better keywords you should be using. How about Pay-Per-Click advertising? Are you spending those click-through dollars on really well-chosen keywords? Or have you overlooked some good ones – thus “leaving money on the table?”

Q: What can Search Engine Marketing do?
A: Generate better sales conversion rates. Traditional ads try to catch attention
Search engine users are actively looking.

What's It Worth To "Get It Right?"

Remember: This is where Search Engine Marketing begins - with the selection of your keywords. The keywords are the backbone of your Search Engine Optimization (SEO) and Pay-Per-Click (PPC) activities.

So, how important is it to know those words? How critical is it to "get it right" when researching keywords? Put differently, how much is it worth NOT to get it WRONG?

Friend, take this as seriously as you take anything in your online marketing.

Rather than overlook excellent keywords, learn how to find the "hooks" for grabbing search engine traffic!

The Handbook of Keyword Selection will teach you. (By the way, to my knowledge this is the ONLY BOOK IN EXISTENCE dedicated to teaching keyword selection.)

And the price for its 136 pages of insights is only $28.

Keith’s “Best Book Guarantee You’ll Ever See” – 100% Refund for a Year !

You have NO RISK when you buy The Handbook of Keyword Selection.

Have you ever bought something then decided it wasn’t what you needed – but the 30-day refund period was over? I have. Makes you feel empty and powerless to be “stuck” with something you can’t use but paid good money for. Well, in this case, let me be the one who is “stuck.”

I’m so certain you’ll be delighted with The Handbook of Keyword Selection that I’m taking the risk for you. Even though you’ll realize the value of this eBook as soon as you read it, the book comes with an unconditional one-year money-back guarantee!

After thoroughly studying The Handbook of Keyword Selection, if you don’t think you got your money’s worth, ask me for a refund – up to one year after buying the book!! My guarantee is that extensive because my book is that good.

Buy it. Read it. Use it … or ask for a refund. You have nothing to lose, and so much to gain.

Start Right. It doesn’t matter where you put keywords in your site or PPC programs if you don’t have good words in the first place!

Are You Ready to Energize Your Search Engine Marketing Program?

Now you can take charge of your site’s fate on the search engines.

The Handbook of Keyword Selection will guide you. Written in plain English and right to-the-point, it provides a thorough explanation of the concepts and techniques behind keyword selection – the foundation for your Search Engine Optimization and Pay-Per-Click strategies.

The eBook is an Adobe Acrobat (.pdf) document, so you can read it on either a PC or Mac. It downloads quickly. In fact, the minute your order is processed, we'll be ready to download the eBook to your computer. (Yes, you get immediate access … even at 2:00 a.m.)

You can conveniently order either online, by telephone, or by fax.

The exciting news is … whether you’re doing your own SEM or managing the work of an outside consultant, this book will equip you to “Discover the Right Foundation for Your Search Engine Marketing.”

Wishing you all the best in your online marketing,

Keith Britnell

P.S. Let’s be blunt. If you don’t take the opportunity NOW to discover the right keyword foundation for your Search Engine Marketing, your SEM efforts will still be half-baked a week or month or year from now. Meanwhile, your competitors rake in more and more prime, targeted visitors from the search engines. What are you waiting for??

P.P.S. Remember, I’m taking the risk for you. Where else can you buy a book and be guaranteed a full refund for ONE YEAR if you’re not satisfied?

Order the Only Book Dedicated to Keyword Selection

You may order online, by phone, or by fax,
whatever is convenient for you.

We also accept checks and corporate purchase orders.


Still have questions?

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