Question: If I am using the Google AdWords site to decide which of two terms (e.g. sneakers or tennis shoes) to decide which to push in my SEO program (organic, not AdWords), should I be focusing on which of the two is getting the most hits or which costs most
Answer: In terms of the Google Keywords tool, (http://bit.ly/xJVo9m), IF you sign in, you can get BOTH volume and value as expressed by CPC. Just click on the FAR RIGHT column to enable CPC.
Now, basics. What does this mean? Volume is pretty simple. LOCAL volume refers to COUNTRY volume, as in how many searches in the USA in the last month for your target keyword (be sure to check ‘phrase’ on the far left, and check ‘Only show ideas closely related to my search terms’. Volume = where the fish are, the quantity.
CPC is the PRICE advertisers are willing to pay, and – generally – the MORE a keyword is towards the LATE STAGE / BUY aspects, the HIGHER the CPC will get, and all the more so in markets like ‘personal injury attorney los angeles’.
So that’s the set up. Then you ask, ‘should I be focusing on which of the two is getting the most hits or which costs most on AdWords?’ ANSWER: BOTH. They BOTH matter.
Think about it in terms of the fishing metaphor. Should you fish where the fish are: ABSOLUTELY. Should you try to catch fish that have HIGH VALUE: YES. What is the BEST? A fishing hole that has high quality fish. What are the best keywords? Keywords that have HIGH VOLUMES and have HIGH VALUE (to you, as measured by what your business wants).
Even better – secret fishing holes, holes that other people have NOT discovered. That’s part of the ART of SEO – identifying keyword strategies that others do not understand. So, in sum, there is no single answer here. You have to wrap your mind around your keywords, choosing high volume, high value keywords that connect potential customers with what you actually sell.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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