Keyword ResearchKeyword Research

Marketing Inbound

Warm LeadsReal Estate

Outbound

What Is Keyword What Is Keyword Research? Research?

“Keyword research is the practice of identifying what your most likely prospects are typing into the most popular search engines….”

In other words – Targeting your marketingIn other words – Targeting your marketing

Why Should You Care?Why Should You Care?The more consumers use the web as a research and buy tool, the more their The more consumers use the web as a research and buy tool, the more their habits evolve… habits evolve…

-90% of home buyers use the web 90% of home buyers use the web

-More rely on web for recommendations (More rely on web for recommendations (Friends, family, sphere of influenceFriends, family, sphere of influence) )

-Researching you onlineResearching you online

-People are tired of blatant sales pitching People are tired of blatant sales pitching

Change

Your approach

Your pitch

Your offer

Your results

Advertising Over-LoadAdvertising Over-LoadConsumers are tired of sales pitches everywhere they look. This is evidenced by the fact that statistics show that it now requires 5 - 11 follow-ups to “connect” with prospects – compared with 2 – 5 in 1995.

Interruption marketing is on the decline. The average consumerIs now exposed to an estimated 3,000 sales messageseach day.

Which Do You Prefer? Which Do You Prefer? Given a choice, would you rather spend your time prospecting with cold calls and door knocking, or speaking with prospects who have sought you out?

Marketing dollars are better spent marketing to those who already have an interest, and have made an effort to seek out your services…

Identifying Prospects = Identifying Prospects = OpportunityOpportunity

Keywords, or key-phrases, or keyword phrases

This term is a reference to the string of words a web-user types into a search engine such as Google. View this as a look inside the prospects mind for those few seconds. Huge opportunity!

Let’s Begin…Let’s Begin…Web Address: Web Address: adwords.google.com/select/KeywordToolExternal

This will be performed live, so please have your note taking material ready…

Let’s ReviewLet’s ReviewWhat makes a good keyword:

1.Volume 2.Reasonable competition3.Relevancy 4.Proof of value (Are advertisers willing to pay PPC)

Additional ToolsAdditional ToolsGoogle Wonder Wheel Use this if you’re having trouble coming up with unique key-words

Spyfu Use this if you like spying on the competition

One More Recap…One More Recap…Brain-storm Google Keyword ToolSearch for volumeSearch for relevancy Research competition View main websites as competition (Top 3 – 5 websites)Check for PPC ads

Targeted Marketing Is The Answer!Targeted Marketing Is The Answer!End Of Session #1 End Of Session #1