Yeah So Your Keywords Suck and Don't Convert- Now What Do You Do?

People visit your site but you're just not selling. Hey, you even paid for those PPC listings and still your sales are flat and stagnant.

What to do? What to do?

Awwww, look at those pesky keywords.

Hmm time to put on your marketing hat and say two words: sales cycle. That's right, folks, look at your sales cycle.

So you used to work in offline sales - hard sales, yup - you could do it, right? Make your quota and bring home the bacon. Alas, search marketers know one little itty bitty secret you don't know. It's their secret weapon.

AND it has to do with those pesky keywords. Yup, keywords.

Search marketers approximate the stage the buyer is at in the sales cycle by looking at the type of keyword queries consumers use.

Shocking huh? Not really!

It's like a series of Q&A but with words.

Let's look at a good example. Say you work for XYZ Company and sell copy machines. Put on your customer hat and pretend you're a high powered lawyer who needs to buy a state-of-the art copy machine.

Yeah, so there are like millions of copiers/brands sold all over the world. How are you going to sell YOUR copy machine to Joe Schmoe Lawyer?

See where I'm going with this? Hmm. Not quite? Okay, let's dig deeper into the keyword game-o-searching-fun:

So you type into Google "copy machine." So you get the broad picture. Time to refine those words a bit. How about "inexpensive" or "cheap copy machines" because ya know Mr. Lawywer doesn't have a lot of pocket change thanks to the recession.

Ok, that's good - refined a bit more. But dig deeper - what about a brand or type of copy machine? "Inexpensive color copy machine"

Aw, now you get the picture. Remember how I said not to make keywords complicated or too abstract. Yeah you don't want to use crazy keyword combinations such as "chartreuse color copy machines sold in Los Angeles, Calfiornia" You don't want to have such out-there key words that NO one ever searches for your products or services.

Keep it real - keep it simple and think like a search marketer!

Stay tuned for more keyword fun!