In this edited excerpt, the authors reveal the three
types of searchers and what you can do to find keywords that appeal to your most interested prospects.
Not exact matches
And everybody knows the
type of CEOs who tend to star in such episodes: the tireless
searchers who — on top
of running their fast - growing companies — never seem to run short
of either ideas or new places to scavenge for them.
When a
searcher types in one
of these phrases, a «search engine results page» (aka SERP) is returned with a list
of Web sites that the search engine has decided best fits that phrase.
The first objective is to define the
type of content
searchers are looking for when using various keyword phrases.
To understand how your choice
of keywords can affect when your ads will be shown to
searchers, you need to know a little about the different keyword match
types that Google uses.
Search engines will use your book metadata as essentially an information retrieval system, their goal being to connect
searchers with the most relevant and engaging
type of content.
When the
searcher typed in different words, Google changed the description by grabbing snippets
of text from the site to make this a better match for what the user was looking for.
It depends for its data on Google Suggest, that (somewhat annoying) feature Google lets you implement whereby as you
type a query it leaps ahead with possible completions to it based upon what a myriad
of other
searchers have asked.
Which
type of job
searcher are you?
For instance, if you are selling homes in south eastern Mississauga and your website has a lot
of content that contains the keywords «homes in south eastern Mississauga,» when someone
types in a search query like, «buy homes in south eastern Mississauga,» assuming everything else is in order, your website stands a very good chance
of ranking highly in the search results and thus being visited by that
searcher.
Since this isn't a highly technical approach, use your instincts, common sense and the advice
of friends outside the industry to narrow the list down to keywords that you feel a
searcher in your area would actually
type into Google or Bing.