|Dear Internet visitor,
My intention is
to help you own a profitable Internet
Internet Home Business course that will help and guide
you to start off your Home Business on the Internet.
STARTING YOUR FIRST
WEB PROJECT, PART 3
WHAT YOU WILL LEARN
In this lesson, we will discuss the
analysis you should use to determine your target market
and develop the keywords and key phrases your target
market will likely use when searching on the search
engines. We'll explore these issues in the context of
our continuing example, using our hypothetical friend
Donna, who is developing a Website of southern family
PSYCHOLOGY OF SUCCESS
Since our last lesson, Donna's life has
become more interesting. One of her friends came over
while she was videotaping the preparation of some
recipes. The friend asked what in the world she was
doing and Donna explained. Since then, her circle of
friends and neighbors have good-naturedly teased Donna
about "doing video" for the Internet.
Donna has discovered an important social factor, one
that comes into play whenever you begin to accomplish
something powerful. People will tend to both
misunderstand and denigrate what you are doing. Even
though they like you, they tend to get uncomfortable if
you try to become more successful than they have decided
you should be. So, as you move toward success, friends
and family often misunderstand your effort and even make
fun of it.
Donna decided to take the teasing good-naturedly and
even tease back a little in a light-hearted way--all the
while proceeding on with her project with even more
enthusiasm. Donna is not waiting for everyone to agree
that she should be successful. She is moving forward to
create her own success on her own terms. Her next step
in this venture is to work out her keyword and key
phrase strategy for her recipe Website.
KEYWORDS FROM POWERWORDS
By reading about advertising techniques,
Donna has learned that certain words catch people’s
attention much better than others. If you are preparing
ad copy, you need to use the "powerwords" in your
advertisements. Donna has teased her circle of friends
and neighbors that she plans to have a banner promising
"hot, spicy videos" on her site (after all, many of the
dishes she prepares are hot and spicy). She knows that
in ad copy and banner ads, it would be better to say
that she was "revealing spicy secrets" than to say that
she was "listing family recipes." In ad copy and banner
ads, you need to use attention-grabbing techniques and
It is good, however, that Donna also understands the
difference between ad copy and keywords for a Website.
With ad copy you are trying to anticipate the words that
will grab peoples’ attention. With keywords, however,
you are trying to anticipate words that people will
actually type into a search engine. There is a
difference. It is important to understand that words
that may grab people’s attention in advertising are not
necessarily the same words they will type into a search
engine when looking for information on the Web. When
developing keywords for your site, you want to focus on
the words that will likely be typed into the search
engines by your target market.
DEVELOPING A KEYWORD
Developing a keyword strategy is the
first step in the final design phase of a Website. Since
your keywords must match your content, the keywords and
key phrases you choose will predetermine the actual
content on your site.
From her readings, Donna knows that she needs to come up
with approximately 20 to 25 keywords, combining some of
these keywords into key phrases. These keywords and key
phrases will then be inserted, among other places, in
the keywords meta tag, which is located in the "head"
section of her Website code. These should be words that
people will likely use when searching for sites like
hers from the Internet search engines.
Coming up with the first few keywords was easy.
"Recipes, food, cook, cooking, southern, meals, menus,
ingredients" came to her as fast as she could type them.
But, beyond these first few obvious keywords, Donna
wants to come up with the best possible words to give
her site the greatest exposure.
Donna also knows that she could use different keywords
on different pages on the site and repeat keywords from
the main page in a different order on different pages of
her site. The section on pasta, for example, could have
"pasta" as the leading keyword and then pick up on the
other keywords. The section on steaks could lead with
"steaks" and "beef" and then pick up on the other
keywords. By having many pages with different keywords
and different order of the keywords, she could maximize
the chance of someone finding her site with a specific
narrow search. That is, by using "steak recipe, steaks,
recipes, beef" as the first few keywords on the steak
page, those searching specifically for steak recipes
should be led directly to that page of the site by the
search engines. She should also put these words in the
title for the steak page as well.
Each section, if not each page, of a multi-page Website
should have keywords and key phrases specific to the
particular section or page, at least for the first few
keywords; rather than just repeating the same keywords
in the same order on every page of your site. This
technique greatly enhances the chances of your site
showing up in very narrow searches.
KEYWORDS AND KEY PHRASES IN LIGHT OF YOUR TARGET MARKET
To come up with keywords, Donna must put
herself in the shoes of an Internet user who might be
interested in her site. Who will they be? What will they
be thinking? How will they search? It would be great if
Donna could hire a Market Analyst to perform an
empirical study and give her exact results. Not being
able to afford that, however, Donna uses her common
Defining a target market is, in part, a process of
elimination. In answering the question "who will they
be," it occurs to Donna that she can immediately
eliminate children. In general, adults do the cooking,
not children. Donna also decides that she can eliminate
men over the age of fifty-five. These men grew up in a
culture that relied on women to do the cooking and most
have not likely changed with the times. On the other
hand, women over fifty-five most likely have done a
great deal of cooking and are quite interested. So, her
market is at this point narrowed to both sexes between
the ages of 21 and 55, and includes women over 55;
eliminating children and men over 55. Donna also decides
that she can eliminate the very rich due to their hiring
servants to do the cooking.
Defining a target market is also a process of
determining specific inclusions. Thus, Donna concludes
that--in this age of microwaves, frozen pizza, and fast
food restaurants on every corner--most people aren’t
motivated to cook unless they have someone to cook for.
Thus, parents of younger children become a prime target
because most parents feel the need to provide
home-cooked meals for their children–at least on
occasion. Since men are more involved in parenting after
divorce now, it further occurs to Donna that recently
divorced men may be a prime market. They now find
themselves with the children a great deal of the time
and need to cook for them. Finally, it occurs to Donna
that people who are overweight or who have health
problems may have to learn new recipes to meet the
requirements of new diets.
So, to summarize, Donna has decided
that she can eliminate everyone under 21, men over 55,
and the very rich. She needs to particularly target
parents, especially recently divorced men under 55,
overweight people, and people with health problems.
Of course, to be true to the southern tradition of
cooking, Donna will have recipes on her site that are
not particularly healthy or weight reducing. But she
realizes while thinking through this process that the
people most likely to be searching for new recipes will
be looking for healthy and low-fat alternatives. Thus,
she is guided in how to better develop the content of
her site by defining her market. She needs to add a
number of low-fat and otherwise healthy recipes.
EXTENDING THE REACH OF
Now that Donna has some idea of who may
be interested in her site, the next question is, "what
will these people be thinking as they search the
Internet?" The above analysis provides a real hook here.
Since parents of younger children are her main target,
and since parenting is such an overwhelming obligation,
she assumes they will be searching for information to
help them to be better parents. Thus, Donna will want to
include words such as "child," "children," "parent,"
"parenting," and "raising," in her key phrases and tie
them to cooking. She may even consider including the
words "divorce" and "father." She will also want to use
words such as "health," "healthy," and "slim" to reach
the health conscious market.
By including these words, Donna may catch those people
who will like her site even though they are not
specifically looking for a recipe site at the time. A
recently divorced father, frantically searching the
Internet for any information to help him be a better
parent, may type in "parenting" or "raising children"
and may even type in "divorced father" in a phrase such
as "help for divorced fathers." When he sees the site’s
listing, he may say to himself, "Yes, this is something
I need to learn. I like this site." Thus, using these
techniques, Donna will have extended the reach of her
site to some people who were not even sure what they
were looking for!
Developing your list of keywords and key
phrases is the first step in the final design of your
Website. You need to decide on your keywords and key
phrases in order to develop your final content. To
develop your list of key words and key phrases, you need
to define your target market. Defining your target
market involves a process of elimination and a process
of inclusion. Decide who will not be interested in your
site and decide who specifically will be interested.
Think of the words that your target market will likely
search for on the search engines.
WHAT’S COMING NEXT
The real trick, as may have become
apparent to you from our examples above, is to order the
keywords you have chosen and tie them together in key
phrases within your keywords meta tag and the title meta
tags for specific pages. You need a specific strategy
for each section or each page of your site. This will be
the subject of our next lesson.
by George Little
Copyright (year) Panhandle On-Line, Inc.
License granted to Carson Services, Inc. for
distribution to SFI affiliates. No part of this work may
be republished, redistributed, or sold without written
permission of the author.
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Course and other works and courses by George Little, see
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