{"id":31181,"date":"2013-06-20T08:00:52","date_gmt":"2013-06-20T12:00:52","guid":{"rendered":"https:\/\/mixergy.com\/?p=31181"},"modified":"2016-06-25T06:16:21","modified_gmt":"2016-06-25T13:16:21","slug":"course-cheat-sheet-keyword-research","status":"publish","type":"post","link":"https:\/\/mixergy.com\/course-cheat-sheet-keyword-research\/","title":{"rendered":"How to master keyword research"},"content":{"rendered":"

Pop Up Pizza had a website, but no Google juice.<\/p>\n

But the new catering company couldn\u2019t afford to pay $9-$10 per click for catering keywords, says Iain Dooley, the founder of Decal Marketing<\/a> and author of Your First Three Months on AdWords.<\/p>\n

So instead, Iain \u201cfound that \u2018party ideas\u2019 was a niche on which they could afford to buy enough clicks to…sell the product without breaking the bank,\u201d he says. Soon Pop Up Pizza started converting those clicks into sales, and eventually they started getting more leads than they could handle.<\/p>\n

\u201cNow we’re not talking about thundering off the hook at 100 people a day calling you,\u201d says Iain, \u201cbut in terms of getting those first few sales, and those first few leads across the door, and then starting to generate some word of mouth, this process is incredibly valuable, particularly for new businesses starting up.\u201d<\/p>\n

In his Mixergy course<\/a>, Iain shows you the step-by-step process he uses to find keywords that convert. Here are three highlights from the course:<\/p>\n

1. Take a Gamble<\/h2>\n

\"\"Chances are, you won\u2019t sell your product on day one.<\/p>\n

\u201cYou’re going to get traffic and people are just going to bounce,\u201d says Iain. \u201cYou’re going to have to figure out what the most profitable keywords are.\u201d<\/p>\n

But most startups can’t afford to spend $10 to $20 a click testing a landing page. \u201c[You\u2019ll] spend $12,000 before [you] get any real information, and [you] don’t have $12,000,\u201d he says.<\/p>\n

So how do you find your target keywords on a shoestring budget?<\/p>\n

Make a bet you can afford to lose<\/em><\/h3>\n

Spend a small amount of money on an affordable niche.<\/p>\n

\u201cThe goal here is that you want to find an AdWords niche where you can afford to fail,\u201d says Iain. \u201cWhat that means is that you can afford to spend a little bit of money until you learn how to sell your product.\u201d<\/p>\n

So how much should you spend? \u201cIt depends on your business,\u201d he says. \u201cIt depends on your area. I find that for people looking to spend about $2 a click and get about 10 clicks a day, that yields quite a good result.\u201d<\/p>\n

2. Train Yourself to Let Go<\/h2>\n

\"\"A lucky few will do keyword research and \u201csee this excellent list of keywords,\u201d says Iain. \u201cYou’d dump it into AdWords and you’d go.\u201d<\/p>\n

But it\u2019s rarely that easy. More often you\u2019ll \u201clook for your thing [and] you can\u2019t find anything that you can afford,\u201d says Iain. \u201cEither that or people just aren’t looking for what you’re doing. Which is going to be the case for a lot of tech startups.\u201d<\/p>\n

So what do you do when your dream keyword is out of reach?<\/p>\n

Get creative with keywords<\/em><\/h3>\n

Don\u2019t get hung up on one dream keyword. \u201cDon’t think, \u2018okay, I’m doing sales management training, therefore I can only [use the keyword] sales management training,\u2019\u201d says Iain.<\/p>\n

Instead, Iain uses the Google Keyword tool to generate keywords based off of a keyword like \u201csales management training\u201d to find new lists of keywords. \u201cEach time I’m just going back to my list of keywords and I’m thinking of new opportunities and trying out different things,\u201d he says.<\/p>\n

For instance, in the \u201csales management training\u201d example, Iain found that the related keyword \u201cbuying leads\u201d was affordable and had sufficient search volume. \u201cIf you think about people who are looking to buy leads, they obviously have a sales team,\u201d says Iain. But they \u201cmight not realize that they have a sales problem.\u201d<\/p>\n

So Iain says to move \u201cfurther back in the funnel\u201d and hook them with something like \u201can ebook about the top 10 mistakes you make when buying leads, or like seven deadly sins of buying leads that will ruin your business,\u201d he says.<\/p>\n

3. Avoid the Competition<\/h2>\n

\"\"Most people are psyched when they start a new blog. But when it\u2019s time to write content, the crickets start chirping.<\/p>\n

\u201cThat’s the most common thing that happens,\u201d says Iain. \u201cThey don’t have any ideas, and they don’t write anything.\u201d<\/p>\n

Or sometimes people just start writing about things they know about, but they don\u2019t rank for anything. \u201cThey may or may not get traffic, and they might have to invest a lot of time in doing outreach,\u201d he says. \u201cYou might not have time to do that.\u201d<\/p>\n

So what should you do to find topics and rise in the Google ranks?<\/p>\n

Look for low competition<\/em><\/h3>\n

Create blog posts around keywords that have low competition and get maybe \u201cten searches a month…really uncompetitive,\u201d says Iain.<\/p>\n

Then, use those keywords as blog headlines and write content for each post.<\/p>\n

Your posts probably won\u2019t go viral, but they will get people to visit your site. \u201cYou can put a pop-up to advertise an ebook,\u201d he says. \u201cYou can have a sidebar that has a subscribe thing. You can put them onto an AdRoll retargeting list, so you can show them display ads around the web. And it just creates this low hum of steady traffic that will grow as your site gains in ranking…because you’ve produced this sort of bedrock of low-level, longtail articles.\u201d<\/p>\n

Written by April Dykman. Production notes by Jeremy Weisz.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

Pop Up Pizza had a website, but no Google juice.<\/p>\n

But the new catering company couldn\u2019t afford to pay $9-$10 per click…<\/p>\n","protected":false},"author":2370,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[293,295,245],"tags":[],"class_list":["post-31181","post","type-post","status-publish","format-standard","hentry","category-cheat-sheet","category-course-cheat-sheet","category-courses"],"acf":[],"yoast_head":"\nHow to master keyword research - Business Podcast for Startups<\/title>\n<meta name=\"description\" content=\"Pop Up Pizza had a website, but no Google juice. 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