By the greals
Golden Rules
Fit a product to a market
don’t fit a market to product
 Decide if it is a hobby or you want to
make money from it
 Find out how you are going to make
money first

Keyword Research Steps

Research Phase
 Search Google
○ Related searches
○ Trends
○ Google products
○ Forums
○ News
In Action

Choose a topic for this training we will
use “dog training”
Go through table of contents

Make sure to have a pen and paper handy, because you’ll
be uncovering hundreds of great keywords you’ve never
thought of for your topic.


Write every new keyword or keyword theme down…there
could be hundreds of them.
 Also, sometimes this triggers a new niche marketing idea
in your mind as well, and it’s a great way to brainstorm for
new marketing angles to test.

Get it all down on paper.


Look at both the Amazon Concordance and Amazon Key
Phrases if they are available for the book (newer titles).
Amazon

For example, just taking two words from the
Concordance of this book, “dog” & “jumping”, you
can easily dig up great keywords to add during the
research phase
Google Adwords
I’m no dog expert…
 Someone who is searching with “stop
dog jumping” could be a pretty good
candidate for a dog training course.


This will separate you from the “Average
Joe” who just starts one keyword tool
and simply types in “dog training” and
assumes he has discovered all the
keywords...
Amazon trick 2
Make sure to include a very broad,
related word in the Title field. (For this
example, I used, “dog”).
Then sort results by Bestselling.
Here’s an example of what you’ll find:
Best Sellers
w, pay close attention to the Title of the
Bestseller. It’s often the case that there are
great keywords in the title (big money is
spent on performing title tests for these
book publishers) and also the Title itself is
often a highly searched keyword term if the
book was a real hit!
Using Book Title In Google
And you can dig up even more keywords
by taking individual words and phrases
from the Bestselling Titles and placing
them into any good keyword tool on the
next slide
Google Adword Perfect Dog
Almost every time I do this little exercise during the research
phase stage of the system, I come up with pages of
potentially HOT new keywords and related niche markets that
I hadn't begun to think of on my own. (And then I test them for
profitability during the ANALYZE stage!)
Get More Keywords
Use these simple steps with 5-10 books
and you'll be blown away by all the new
keywords and niche ideas you end up
discovering.
 It's quite an amazing little gem. Almost
nobody teaches this. So now you've got
another edge over your lazy competitors.
 You got just a taste at what a real keyword
research “battle plan” looks like, in contrast
to the crazy “guess-and-gamble” shell
game that most people are tricked into
playing.

Profit Fundamentals


Profits are more important than search volume, competition, or any
other keyword metric, then you have a clearly defined goal to work
From now on, our only concern is keyword profits. It’s a now just a
simple math problem: “Which keywords have a positive ROI?”


You cannot just GUESS, with any level of certainty or accuracy, which
keywords are sure to have a positive ROI.” Sure, over time, you will get
better at spotting some of the duds.


But there are always big surprises too.

A keyword you may have assumed was a total dud, ends up being a
virtual gold mine for your product or service.

So, how do we find this out?
How Batman?
Test, Test, Test…
 …Then Test Some More Keywords
 Okay.
 So we test keywords FIRST, before we
do anything else (SEO, Articles, Media
Buys, etc.)

Is that it?

Most companies fall short - the biggest mistake is relying on just one
method or just one keyword research tool when they are gathering their
initial keywords.

But even the most advanced keyword research tools work best when you
supply them with good seed keywords and topics…which you will come up
with in the research phase stage. And the minute you start to understand
this and really do this, you’ll…



Leave Your Competitor’s In The Dust…

Since almost no company does this step correctly, they literally “fly blind”
when it’s time to setup their site and ads to target the best keywords…and
they fall flat on their face 9 times out of 10.
Because they didn’t gather ALL the keywords, they couldn’t see them to test
them and discover the hundreds of profitable keywords.


Let me tell you right now, up front, that what I'm about to share with you has
the ability to turn your product or service into the market leader.
And they missed them.
Record What You Do

Every time you sit down to work on any portion of
the Keyword Research System, you should log the
Date, Action/Source, Action Results, and the Total
Time Spent (active time). This information is going to
be a running “log file” of your keyword research, and
it becomes very important in the ADJUST stage of
the system. Don’t worry about how you will use this
information yet…just make sure to add it each time
you perform your keyword research.


2. During the RESEARCH stage, you should add
keywords to the RESEARCH tab in the spreadsheet
in the order they were found (top to bottom),
making note of the Source and any Notes as well.
10 Keyword Sources
Keyword Source #1 – Your Brain
Step 1: Take out a blank piece of Paper,
and write your main topic at the top of
the page in the centre.
 Step 2: Write down these Questions:
WHO, WHAT, WHEN, WHERE, WHY,
WHICH
 ONE, WHAT KIND, HOW MANY, HOW
MUCH, WHOSE, HOW?

Keyword Source #1 – Example

Main Topic: “dog training”

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
WHO: “beginner dog training”, “professional dog training”, “trainers”…
WHAT: “dog”, “puppy”, “pet”, “doggy”, “pup”, “canine”…
WHEN: “early dog training”, “early puppy training”, “old dog new tricks”…
WHERE: “home dog training”, “Petsmart dog training”, “indoor dog
training”…
WHY: “how to stop dog barking”, “stop dog chewing”, “dog biting
problems”…
WHICH ONE: “training old dog”, “how to train dog from pound”, …
WHAT KIND: “german shepherd training”, “police dog”, “therapy dog
training”…
HOW MANY: “dog > dogs”, “pup > puppies”, “doggy > doggies”, “canine >
canines”
HOW MUCH: “cheap dog training”, “top dog training”, “how long to dog
train?”…
WHOSE: “train my dog”, “train your dog”, “how to train our dog”…
HOW: “clicker dog training”, “reward dog training”, “whisper dog training”…
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Keyword Source #2 – Market
Related Books
Index, TOC, and Titles of market related books are some of the
absolute best places to get great topical information and
specific KEY WORDS that people use to communicate their
desire.
 After all, your ideal customer reads the book and then adds
words to their vocabulary that later show up in the search boxes
online.


Important: What people read, online and offline, affects their
vocabulary (keywords) and how they ultimately search for
things.
Therefore, new key words are CONTINUOUSLY being created,
developed, learned, and used in every market.
 That’s why your keyword research must be part of a system that
is continuous and dynamic.

Keyword Source #3 – Market
Related Books

Analytics or server logs related to the
topic you are looking up keywords for.

It could be a blog, ecommerce site, or
any articles or content that has some
form of stored data about how people
arrived at your site, or how they
searched your site once they got there.
Keyword Source #4 – Resource
Books

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
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The Encyclopeadia, Dictionary, Thesaurus, Synonym
Tools, Almanac, etc.
Any word that triggers an idea or a keyword topic
can be a good source to find additional keywords.
Don’t worry if the individual words themselves seem
too broad.
You’re going to be mixing, matching, and combining
these words to come up with the best key words.
Remember, keyword tools work best when you have
lots of good, varied keywords to input for them to drill
into.
Keyword Source #5 – Other
Peoples Research

Sites like KeywordSpy.com,
SEMRush.com, SpyFu, and many
others will tell you not only what
keywords people are bidding on, but
also how long they have been bidding
on those keywords

This is one way you can "test" with other
people's money to narrow down your
keyword list.
Keyword Source #6 – Target
Audience Hang Outs

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These are the "big sites" that millions of people visit
each month. Think of sites like eBay, Amazon,
Wikipedia, Youtube, etc... Many of these sites now
offer search suggestion tools, tag clouds,.
You can also harvest valuable key words from the
Titles of articles, just like you did for bestsellers
previously. (Ezinearticles.com, Hubpages, Buzzle,
Squidoo, etc.)
Ebay
Amazon
Youtube
Ezines
Squidoo
Wikipedia
Keyword Source #6 – Target
Audience Hang Outs
Related Topic Hubs are sites that have a
lot of traffic specifically from your target
audience
 Some ideas would be Forums,
Authoritative Blogs, Social Sites, etc...
 You will often find tag clouds for search
terms that are frequently used on the site
and these can be great for finding key
words.
 Once you click on the links, click on the
Search link in the forum and look at the
bottom for the Search

Crowd Demographics

Step 1: Go to Google.com and type in
“your keyword” forum
Crowd Demographics







Step 1: Go to Google.com and type in “your
keyword” forum
Go to Compete.com
Step 3: Click “Compare” and wait for the results.
Step 4: Grab the URL of the site with the highest
volume of traffic.
Step 5: Head over to the Google Ad Planner and
place in the URL.
Step 6: Copy down the URL’s in the “Sites Also
Visited” section.
Step 7: Login to the Google Ad Planner and setup
the “Search by Audience” feature
Crowd Demographics

Step 8: Write down the URL’s of the
Related Topic Hubs and visit them to get
even more keywords related to your
market.

Step 9: (Optional) If the page doesn’t
have an tag cloud or an easy way to see a
list of key words, head over to
www.TagCrowd.com and create a custom
tag cloud of the pages you are interested
in.

This simple little process brought back 311
great key words to dive into further, from one of
the highest “dog training” topic hubs online
today.
http://soovle.com/
http://www.wordle.net/
ROI

Right now, you are most concerned with
finding out how most of the buyers "talk".
And it’s all about choices.

We can’t possibly expect to succeed if we
don’t AIM for the right target first. Most
marketers just grab a handful of keywords
from a single source, fire off some articles
or setup a blog, and then wonder why the
process fails miserably and they never see
a ROI. That’s the “cart-before-the-horse
approach”. And it doesn’t work well.
Step 1 – Your Customer
Grab a piece of paper and a pencil. Then,
write out your ideal customer profile.
 This only takes a couple of minutes, but
has a big effect on the AIM process. Spend
a minute thinking about WHO will be most
interested in your product or service. Be as
detailed as possible, because we'll be
using all this info later. Gender, Age,
Needs, Desires, Education, Etc...

Step 1 – Your Customer
Search Google Top 5 URLs for DT
 Go to Quantcast.com

Dear Dolly Doctor
Of course, your Ideal Customer Profile could be
much longer (more detailed and specific), especially
if you already have a knowledge or existing data
about your past customers.
Step 2: Negative Keyword – Dog
The Bounty Hunter
look through your keyword list
 Make a negative keywords list Make
sure you DO NOT delete them. Just
“Cut and Paste” them into another text
file you can call "Negative Keywords".
Always be building a list of negative
keywords at all times, remember both
positive and negative choices are
important.

Step 3: Be The Customer – Easy
For Method Actors


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
Be the Customer for a few minutes
Look at your keyword list and ask yourself:
What am I thinking or looking for as I search
with these words?
· Why did I choose these words?
· What will my successful search results look
like? What do I expect to find?
You start to understand the underlying desire
behind why each keyword might be searched
with.
Step 3: “What is my emotional
engagement as I begin this search?”
how emotional is your ideal customer
as they type these words?
 People buy based on their emotion, and
justify their purchase based on “logic”

Yeah Baby – Oooh Behave..
Step 4: 3 Level Engagement
Colour Code
Blue – Very little emotion, mostly factual or
educational searches and information…
 Orange – More emotion, desire for an answer to
a personal question, problem, or opinion…
 Red – Very emotional, extreme desire, anger,
frustration, excitement, joy, drama, need etc…

Hot Buying Keywords

And now you should have your list
sorted by colour, with Red on top,
Orange in the middle, and Blue on the
bottom.
Now, let’s start working with the
RED cell keywords. Copy the RED
keywords and paste them into the
TARGET tab in the spreadsheet
(Keyword column).
Step 5: Target The Red Zone
Take those keywords now in the AIM tab
and go get the Google Monthly Search
 Volume ([Exact Match]) for each
keyword.
 If a keyword comes back with “-“ for a
monthly search volume, just use a value
of “10” instead, you can test to get a
more accurate picture of real search
volume later.

Step 5: Red Zone Ready
Step 6: Buying Cycle And You
Can’t Fly A Plane Biscuit

Think about where each search may fit
into the buying cycle.
“How likely am I (as the
ideal customer) to use
money to satisfy my desire
at this point?”
Step 6:Buying Cycle 4 Stages
1st Stage: General Information
 2nd Stage: Specific Solutions /
Problems
 3rd Stage: Decision Confirmation
 4th Stage: Purchase Ready

1st Stage: General Information

This stage may or may not represent the
first time they have looked for a solution.
But they have acknowledged they have
a need, and are looking for some type of
solution to satisfy it. These keywords are
very generic and broad, without
specifics.
2nd Stage: Specific Solutions /
Problems

At this stage, the individual has an idea
of some potential solutions to their need,
and are looking for opinions and
information to help them decide which
one is right for them. These keywords
are more specific and often personal in
nature and clearly defined.
3rd Stage: Decision Confirmation

At this stage, the individual has decided
which solution would probably be best
for them, but they are looking for a
confirmation of that choice, and
emotional security that they are making
a smart, wise decision and will be
rewarded after the purchase.
4th Stage: Purchase Ready

At this stage, the decision to buy the
solution has been made (the WHAT).
The individual simply needs to make
time and set aside the necessary
resources and time to make the
purchase (the WHERE, WHEN, and
HOW). This is the final and last stage
the individual enters before becoming a
new customer.
Add Buying Decision To Keywords
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
Assign a grade from 1-4 for each of these
keywords based on where you think your ideal
customer is in the buying cycle when they
typed the keyword in.
Here is a quick example for some sample
keywords related to “digital cameras”:
digital cameras – General Information - 1
Nikon digital cameras – Specific Solution - 2
Nikon D35 camera reviews – Decision
Confirmation - 3
Nikon D35 coupon – Purchase Ready – 4
Buying Cycle For Dog Training
Important!: Even though we are dealing with RED (High Emotion) keywords right
now, it doesn’t mean that all of them will be in the same buying cycle stage.
Individuals can have a very high emotional engagement about something and still
be in different stages of the buying cycle!
Step 7: Adwords Calculation
For each of the keywords lookup the
Google Adwords CPC ([Exact Match])
for positions 1-3
 Multiply it by the volume from Step 4
and then multiply that by .02.

Step 7: Calculate Adwords Spend
For instance:
 [secrets to dog training review] = 1,900
EXACT Match searches per month (GAKT)
 [secrets to dog training review] = $1.26
EST. CPC


1,900 * $1.26 = $2,394 * .02 = $47.88
Step 7: Calculate Adwords Spend
Next, place that ECPM (Estimate Cost Per
Month) in the ECPM column for that keyword.

These 7 Steps make up the TARGETING
Stage

Follow these steps until you have enough
keywords with ECPM values that work
within your budget.
Still Awake?

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


We have keywords with high emotional engagement
(based on our Ideal Customer)
We have keyword monthly search volume (indicator
of market desire)
We have keywords where the search is likely in
Buying Cycle Stages 3 and 4
We have keyword Est. CPC data for Google
Adwords
We have keyword ECPM, so we can see what
budget is needed to test a keyword
It’s now just a matter of ANALYZING the most
desirable keywords from our list, based on our
budget, time, and other needed resources.
I Want Money Now Stephen – no
Now….
Keep this in mind: Generally speaking,
you need to have 100 clicks from a
keyword before determining how profitable
or unprofitable a keyword is for your
product or service.
 Remember, the only keyword research
metric that matters is profits.
 Also remember that you can complete
these steps for all the other keywords we
haven’t started working with yet. (BLUE
and ORANGE emotional engagement
keywords on the list).

The Final Step

At this point, you should now have a
record of each Date, Action/Source,
Results, and Time Spent.
Ready…Aim…Fire
For most marketers who will take this
course, a Google Adwords or MSN
Adcenter campaign will work best and
be a good place to start.
 Make sure you’re only displaying your
ads to ideal customers!

Budget Bidding

You should start with CPC, “budget
friendly” bidding, and ads that are shown in
any position as quickly as possible.
Make sure you divide your total monthly
budget amount by 30 days to come up with
an accurate daily budget amount and rotate
evenly
Test Tips

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Only bid on EXACT Match keywords to start your
test
This is probably the biggest mistake beginning
marketers make when they run their PPC tests.
Remember, we are performing a keyword test. We
need clarity in our data and we don’t want to
introduce “noise” from using either Broad or Phrase
Match types.
By ONLY bidding on the Exact Match terms, we get
a much clearer picture of how a specific keyword is
performing and greatly reduce our chances of
making an interpretation error when it comes time to
analyse the data!
My Short “Dog Training” Ideal
Customer Profile Example
Ideal Customer Analysis

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
After reading through that Ideal Customer Profile a
few times, I can make a short, bullet list for my ad
targeting:
· 35-55 year old female
· Wants to train her dog
· No children, spends time outdoors, in garden, and
in home and kitchen
· College educated with average income
· Some dog behaviour issues
· Wants to enjoy her dog more, by training to correct
issues
See how easy that was? And now we have a good
“checklist” to help when writing our ads for our
keywords.
USP Ad

You can create a U.S.P. fairly easily by
simply answering these questions about
your product or service: What, When,
Where, How, Why, Who
The Add Ideas

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
Let’s do this quickly for our hypothetical product…
UNIQUE What: My Perfect Dog Companion
UNIQUE When: 13 days or less
UNIQUE Where: Comfort of your own backyard
UNIQUE How: The Click-Whisper System
UNIQUE Why: Fastest and cheapest way to fix dog
problems
UNIQUE Who: Those who want to enjoy their dog in
the great outdoors…
Now, we just put those “pieces” together to make our
Simple Persuasion Statement aimed at our Ideal
Customer:
The Ad Pure Genius

Women who want to enjoy their dog
in the great outdoors buy My Perfect
Dog Companion because it teaches
The Click-Whisper System: the
fastest and cheapest way to fix dog
problems in 13 days or less, from the
comfort of your own backyard.
KeywordSpy.com