Q -- Who is she?
Q -- What is she trying to do?
Q -- What other stuff does she look for?
For this discussion, we'll use the pricing example that we already explored
briefly. Why not a fashion term?
I know nothing about fashion (and my wife would agree). Up to now, you've
learned techniques that anyone can use for any topic. But, for this part, you do
need to know your customer and your concept.
My concept is to create a site that is all about pricing. It's something that I know
a lot about and enjoy. I've done my prep actions. I am already an affiliate of
SiteSell because Make Your Price Sell! (MYPS!) is a perfect fit for my concept.
I'll also provide links to good pricing books at an online bookstore as well as
other related vendors. (Specific details on how to choose affiliate programs
appear in DAY 4).
Let's assume that I've "three-windowed" my Concept Keyword, "pricing," to
death. Now I want to approach things from the CUSTOMER END. This
empowers me to come up with keywords that go way beyond the KEYWORD
END.
And that's where the money is. Your site has two visitors that you must
please. the Search Engines' spiders and your human surfers.
First, let's answer the "visitor questions" that we posed earlier...
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 of what
she should charge for her product. As an affiliate of SiteSell, I know that MYPS!
can help her... she just doesn't know it yet.
So, yes, I've worked on obvious words like "pricing" and "pricing software" and
"pricing" together with her industry, and so forth. And I've figured out every way
that she could possibly search for that information (ex., "setting a price," "how to
price") and I've even run those through WINDOWS #1 and #2!
But now for the million dollar question...
Q -- What other stuff, besides pricing, 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.
People looking up terms like the ones above will also have a need to price
products more effectively. They qualify themselves as serious business people
with serious needs. Exactly the right kind of people for MYPS!.
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 pricing. I've added a whole new major direction -- and income
stream -- to my site simply by thinking about my target's other needs.
To show you how this can grow quickly, let's continue my "new direction for
pricing" example. Open your Search It! tool and follow this pathway.
Search It! > Brainstorming (STEP 1) > Google AdWords Keyword Tool
(STEP 2) > fulfillment (STEP 3)
Besides all the examples that use the word fulfillment, here's an edited list to give
you a feel for what I found.
| fulfillment | product | management | providing |
| fulfillment | fulfillment | promotions | shipments |
| house | e fulfillment | reports | process |
| fulfillment | national | efulfillment | costs |
| service | fulfillment | technology | service |
| fulfillment | drop shipment | forecasts | demand |
| companies | expenses | transportation | annual reports |
| fulfillment fund | positioning | profits | warehouse |
| fulfillment | campaign | bonded | marketplaces |
| company | banking | definition of | drop ship |
| fulfillment | understanding | peoplesoft | |
| houses | package | challenges |
From here, I'll extract General Keywords, like "demand" and "fulfillment" and
"shipments" and "service" (just to pick a few). Then I'll feed these
"concept-level" words back into WINDOWS #1 and #2 to brainstorm and prune a
whole new series of high-profit-potential keywords. Add these words to your
MASTER KEYWORD LIST, too.
For example, if I feed "service" into my DEMAND WINDOW, I'll get...
935386 dating service
914527 online dating service
667318 cellular phone service
472834 adult dating services
366251 internet service
320963 wireless service
292096 us postal service
247491 translation service
247406 christian dating service
229137 phone service
113135 merchant service
Please note that this new direction (this great group of profitable words) is not
about pricing, but some of these words are perfect for our target market of
serious business people with serious business needs.