Got a solid product or service idea? Maybe you’ve even built a network of startups and ready to launch?
STOP RIGHT THERE.
Before you launch yourself right back into that cubicle at IntelliCorp, pick up a pen … Write this down.
No effective product or business ever created was made without a persona – a niche.
You know … someone who needs your idea to accomplish a goal. Your primary audience – buyer persona number one – is typically the early adopter.
If converted, and converted with a product that answers their need at minimum, they become a social influencer to peers.Luckily, Google makes it easy for you to find qualified buyers and even the exact keywords they use when looking to buy.
And with a few other tools discussed in this post, you may have not only a product with purpose, but an agile business rich in vision.
Now let’s get started.
Google Keyword Planner – Heard of it?
It’s different than its predecessor, Google Keyword Tool, no doubt. And we’ve seen recently that this is not bad news.
As I seriously doubt that I’m the first SEO or digital media pro to find this, you’re likely behind on user-driven product design if you haven’t used this tool correctly.
When you log into Keyword Planner, Google will ask you what you’d like to do with this tool – four options total.
Go to the FIRST OPTION, “search for new keyword and ad group ideas” (not the second one we have SEOs loved to work manually for years).
This is where the battleground for new business development can be won in 3 easy steps.
- Your “product or service” is actually the primary keyword you want your startup or small business to rank.
- Type in a very generic term that describes your idea – this is your “root keyword” in Google terms.
Set the next three options to “All Locations” –> English –> Google AND Search Partners.
- For customize your search, choose the less than sign and type 20000 into the box – you’re targeting words under 20k in monthly search frequency.
Most people in the growth hacker marketing era might say 1k to 10k is ideal for targeting, and most people on this rock are C-students or worse.
YouTube, Google plus, blogger, maps, images and the rest of Google’s portfolio is in this – keep it at 20k.
When you click the “Get Ideas” button and launch the planner, you’ll land on Ad Group ideas – skip it. Like Adwords itself, this option is for the c-student and the idiots chasing his or her lack of achievement.
Go to “Keyword Ideas” and look around.
See those 3-word or more phrases in the list? Grab them. You just found a shortcut to the long tail – something like website design audit, where the user is clearly looking for something more than Alexa.
Download them all, and sift through the excel file to pick out the 20-30 gems you feel are areas you can grow around. The ones with less than 10k monthly searches are the building blocks of your website content strategy.
The ones with MORE THAN 10k monthly searches will be used to optimize YouTube, Pinterest, Google Maps, Amazon, Google Images, niche social networks, etc.
Ever notice how Google suggests keywords as you type?
Yeah … These are likely the biggest SEO miss your product or company has had to-date.
The words that finish your search for any keyword are very often your buyer keywords – the exact words your persona will type when they’re ready to convert.
And a FREE SEO tool – Keyword Optimizer PRO – grabs them all.
It’s not free for much longer, so I’d suggest you hurry with downloading this one.
Feed all of these back into the keyword planner – you can use option #2 now – adding the keywords that have legs.
Now that you know what you’re not doing online, here’s what you are doing well.
And I guarantee you missed it as well.
You can also repeat the first option number one for each, and see if you have any overlap via latent semantic indexing terms – or LSI keywords.
(Click this link for a complete guide on LSI Keywords)
These are words and / or phrases missed by the marketing 90 percent at the lowest…
…and they are rich in revenue potential, as the show exactly which terms are hidden, which terms correlate with others and much, much more.
The LSI keywords website and this article on latent semantic indexing will be good places to start.
You can also see how your keywords stack up in social media – using tools like Social Mention, Hubspot or the search function in Hootsuite.
We’ll cover those next time…
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