Keywords Come First !

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

Because Search Engine Marketing (SEM) has rocketed to the forefront of online marketing, choosing the right keywords for SEM is more critical than ever.

As The Wall Street Journal wrote, "...the best way to reach prospective customers is through their Web searches" ... and notes that Search Engine Marketing has eclipsed banner ads and pop-up ads as the best way for people to find your site. [Article]

But to succeed with Search Engine Marketing,
you must find the words through which your prospects find you.

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

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:

But how do you do that?

In a hurry?

See the Five Minute Summary

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

Hello, my name is Keith Britnell. For 26 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 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.

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

Have you ever thought about what advertising managers traditionally do – the process they go through? Advertisers spend lots of time and effort studying the viewing/reading patterns of their target audience – who is exposed to each advertising medium (newspaper, TV, Web site, etc.). 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?

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?

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?”

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

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 deliver traffic to a Web site. It’s to deliver 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!!

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

How? By looking for the words they use.

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 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.

The Six Principles of Keyword Selection

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

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?”

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

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.
(Why it's the Perfect Price)

Act Now and Receive Four Valuable Bonuses

The Handbook of Keyword Selection is priceless at helping you find the right starting place for your Search Engine Marketing activities. But I have even more ways to help … and I’m including four related bonuses if you buy the Handbook today. (This offer is subject to change.)

BONUS #1:
“Convincing The Boss” Presentation. Do you have a boss or co-worker who just “doesn’t quite get it” when it comes to online marketing? That can be really discouraging when you need approval or a “buy-in” from others before you can proceed with an important program like Search Engine Marketing. Well, here’s your tool – a 7-page outline that will help those around you “see the light.” Here I’ve encapsulated the Handbook’s powerful explanations about the importance of SEM … the critical underlying role of the right keywords … the principles used in keyword selection …the process and tools of keyword selection. It’s a synopsis of the heart of the Handbook, presented in bulleted format with well-organized sub-headings. Use it as a PowerPoint presentation or as handouts in a meeting. It can make your marketing life much less frustrating.

BONUS #2:
“Capsule Report on Search Engine Usage”. Search engines are relied upon daily by millions and millions of people. This Report summarizes key findings about search engine usage – how and why people use search engines as the tools-of-choice for finding information on every subject imaginable. The research comes from The Pew Internet Project, Nielsen/NetRatings, and others.

BONUS #3:
Master List of SEM Resources. In my own research, I’ve turned up a number of really outstanding tools for Search Engine Marketing. I share these findings in a special section of the KeywordHandbook.com Web site set aside for readers of the Handbook. I’ve compiled annotated links to cream-of-the-crop resources dealing with keyword selection and the downstream activities of Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. When you buy the Handbook, I’ll give you the unpublished Web address to this Resource center.

BONUS #4:
Free Services Worth $$$$. The Handbook of Keyword Selection isn't the only tool you'll need for Search Engine Marketing. It's just the critical first step. For your downstream needs, I've made arrangements to provide special offers on some of the services often used by SEM marketers. Included is $25 in free credits on Pay-Per-Click accounts and a free two-week "test run" of a top click-tracking service.

To get these FREE bonuses, buy The Handbook of Keyword Selection today. You can be reading it minutes from now!

Still not sure? Don’t worry. Read on and see how I’ve covered all the bases for you!

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.

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.

To recap, you’ll soon be enjoying new-found marketing insights from:

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

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