Breakout
It’s easy to get “concept-keyword-bound.” Resist the urge. Keep in mind that SUPPLY and DEMAND numbers are still merely gross guidelines that point out some interesting big pictures. Make your brain the ultimate judge.
No single keyword, no matter how profitable it may calculate out to be, makes or breaks a business. The overall quantity and quality of all your pages are, ultimately, what makes your business snowball and gain momentum.
Develop a wide variety of different keywords, and then build Keyword-Focused Content Pages (KFCPs) that deliver high-value information. Those pages attract and PREsell targeted visitors, who then click through to your merchants and other sources of income.
OK. Let’s see where we are in the process. We started with a basic “Concept Keyword” like “fashion.” All the brainstorming and pruning revolved around that word. Let’s now BREAKOUT (i.e., widen the field) a bit. What we need is a good sharp knock on the side of the head, so that we can come up with keywords that are related to “fashion” but don’t necessarily contain the word “fashion.”
Brainstorming
Brainstorming is the most common and effective way to get new ideas and innovation. To start it, simply write up some realted keywords. In our case it was fashion.
fashion
fashion design
fashion designers
mens fashion
fashion show
spring fashion
fashion trends
fashion magazine
fashion week
couture
clothing
Use the ones that fit your Site Concept “as is” to create more Keyword- Focused Content Pages, (ex., a Web page about “spring fashions” or “fashion trends”).
Extract “General Keywords,” like “couture” and “clothing.” Feed these fashion-related “concept-level” words back into your DEMAND and SUPPLY WINDOWS to brainstorm and prune a whole new series of high-profitability keywords.
Add these to your Master Keyword List, too. (Or start a new Master Keyword List for any “concept-level” keyword that is different and strong enough to stand as a separate site.)
For example, “fashion shopping mall” would be an excellent topic to include (especially since it includes “fashion shopping” and “shopping mall” within it.)
You may even discover a concept that is so strong that you decide to adjust your first concept, or even replace it with this new one!
Now let’s look at the CUSTOMER END. Get into your visitor’s shoes.
Answer these questions...
Q -- Who is she?
A -- Writers, software companies, or manufacturers in any industry you can imagine. I’ll come up with a lot more answers and then figure out how to reach each one. I’ll be specific and break them down into niche segments. What do they do? What kinds of things would they search for at a Search Engine that is related to their occupations?
Q -- What is she trying to do?
A -- She is looking to sell her products or information and has no idea to do it. As an affiliate of SiteSell, I know that Site Build It! can help her... she just doesn’t know it yet.
Q -- What other stuff does she look for?
A -- She'll look for anything that is related to her business. I have to figure out what problem a member of my target market is trying to solve when she does a search.
I’ll trace her steps as she develops her product, writes her site, builds traffic, takes orders and ships product. I’ll intercept her with my message. What words would she look for? My site must solve that problem.
An example... what’s a common issue for people selling products on the Net? “Fulfillment,” just to name one. “Taking orders,” “shipping,” “product development,” “market research,” “feasibility studies,” “writing sales copy,” “credit card processing,” “shipping,” to name just a few others. There are so many starting points that the head spins.
So I’ll intercept them when they search for, let’s say, fulfillment-related topics, provide them with great content about fulfillment, and then also introduce them to the concept of effective Web marketing. I’ve added a whole new major direction -- and income stream -- to my site simply by thinking about my target’s other needs...
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