Part Five: 'Is this Keyword Commercially By Viable?' Jon-Marc Spatcher
To Recap... • To ensure that you are getting the right traffic you need to find relevant keywords and evaluate the competition. • This will ensure you are well on your way to driving the right traffic to your site and providing you with the sales and income you want. • The third of the important ‘Key ‘elements is considering the commercial aspects of a keyword. • More specifically, asking the question 'Is this Keyword Commercially Viable?' •
What is meant by the term commercially viable? • So what is meant by the term commercially viable? • Well, we are looking at the financial concerns of a keyword or phrase here. • Basically, a keyword is commercially viable if it brings with it a strong flow of money, sales or profits to your business. • A keyword is not commercially viable if it only generates a small amount of sales. •
What next? • Here is why you need to consider this when choosing which keyword or phrase to target. • Imagine you have just chosen some keywords that fit all of the ‘key’ elements. • You optimise your website with your new keyword or phrase and (low and behold!!) you manage to obtain a page one ranking on the Google Keyword Search. • Your site gets tonnes of traffic and everything seems to be heading in the right direction. • The only thing is...you are not making any sales!! • No one is buying anything!! • The reason is you have accidently targeted a phrase or keyword that is not commercially viable. •
How to Check... • For this reason, it is imperative that you check whether your keyword or phrase will be profitable. • In order to check this we need to look at Google Adwords and Cost Per Click (CPC). • You will have noticed on the right hand side of the Google search page there is a list of advertisements. • These are placed by advertisers in order to create leads into their businesses website. • Each time someone ‘clicks’ on the advertisement the advertiser pays Google an agreed amount of money – hence the term ‘Cost Per Click’!! •
The bidding war • As there are lots of advertisers wanting to use this service it turns into a type of bidding war - similar to the stock market. • Over time, the market will decide what the cost of each keyword is depending on how popular it is in both search engines and with the advertisers. • The figure ($) given provides us with an indication of how commercially viable this keyword is. •
Therefore... • To help you decide whether your keyword is commercially viable you need to check the Google Adwords and search for your keywords or phrases. • • The more expensive the CPC value the better the keyword or phrase. •
Save yourself time... • This is not a quick process and it is not full-proof although it does give you a guide to work from. • Admittedly, you can also buy software that will do this process for you although when you are starting out this is something you may not be inclined to do. • Believe me, the time you spend doing this will save you time, effort and money later down the line. • Just compare what you would lose if your site was profitable compared to it not. •
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