Key In on Keywords

Talk About Keywords

What exactly is a keyword in terms the average Internet user will understand? What does a keyword or a keyword phrase have to do with your copy? And what exactly is a keyword tail? Keywords are the words that Internet users key into search engines to locate a specific website, product, or service. For instance, if someone wants to improve their grill cooking skills they might key in barbecue cooking, or grilling, or cooking on a grill, recipes for gas grill cooking or even BBQ cooking. That’s the challenge, discovering which words people will key into the search engine. Look at the example below and notice the difference in the results of what seem to be similar keywords

1. Grilling – 10,700,000 results
2. Barbecue cooking – 721,000 results
3. Cooking on a grill - 15,600,000 results
4. Recipes for gas grill cooking- 188,000 results

Keywords are very important to search engine success and effective web copy writing. Focus on the wrong keywords and you’ll get less website traffic. Chose the correct keywords and your website will light up like a Christmas tree … well maybe not a Christmas tree. Keywords are the spinach that will empower your copy.

Keywords aren’t just words! Many Internet users have figured out that they can search using a statement (a keyword tail) and narrow the results of their search more effectively than if they use a single word. Simple keywords are like Twinkies while phrases are a healthy and delicious meal cooked by Paula Deen: totally fattening and guaranteed to bulk up your search results.

Let’s look a little closer. Whether you’re doing pay per click (PPC) advertising or working to improve your ‘organic’ search results, keywords are the lifeblood of your success. Before you build a new website, update an old one, or initiate a new pay per click campaign; you need to take the time to do your keyword research. It isn’t rocket science, but it’s not finger painting either.
Here are some thoughts that may help you understand the principles behind keywords. You saw the example above. Here’s another. When a person begins their initial online shopping process, they may likely key in something like ‘new homes Baltimore’ into the search field. Now, as you can imagine, that’s a pretty broad search term. What I mean by broad is that many builders, Realtors, and brokers want that search term to bring them up on the top page of a search engine. Since there are only 10 organic spots and only a few more sponsored spots (paid spots) on the top page of say Google, and there are likely hundreds of builders, Realtors and brokers in Baltimore; so somebody – or many somebody’s – are going to be disappointed. When a search term is that broad, it is usually expensive in a PPC campaign and it is usually facing tons of competition. That doesn’t mean you don’t use the broad terms, but it does mean that your keywords must narrow the search process.

Once the Internet home shopper realizes that the ‘new homes Baltimore’ query generated hundreds of thousands of results they will likely narrow their search by adding a modifier. Their next search might be something like ‘new homes Baltimore energy efficient.’ Because they remembered that they were very concerned about energy efficiency. But that too generates a ton of results. Now, they are narrowing their search and they use the term ‘new homes Baltimore energy efficient Fells Point.’ Wham, now the list has diminished significantly.

The point is this: if you are building new homes that are energy efficient in Fells Point, Baltimore that is a killer keyword phrase!



Brian Flook, MIRM
301-416-7861

NAHB Spring Boards

Spring boards was much more upbeat today than in San Diego in Sept. Overall the consensus among the people I was with was that things are tough, but better than six months ago.

Nearly everyone feels that the Internet has changed our industry so much that few are keeping up ... and even few know how much has changed. I enjoyed a great conversation with Meredith Oliver. We agreed that overall the building industry is slipping behind the Internet curve quicker than many realize.

As IRM and SMC are trying to keep up with the changes, many committees are working hard to maintain the highest level of training and information before the industry. It's a tough job.

If you have experienced anything that has worked for you recently, let us know. I would love to hear your feedback.

Timber Frame Conference

I spoke and spent a last Friday at the Timber Frame Business Conference in Greenville, South Carolina. My talk focused on the sweeping changes being experienced in the new home marketing arena. I focused specifically on 12 Trends that I believe have forever changed new home marketing.

I enjoyed the opportunity to spend some time with my good friend Jerry Rouleau and his lovely wife Val as well as Scott Stroud. Jerry and Scott are the founders of BuilderRadio and have done a great job offering training and training materials to the industry.

I found the people at the event to be genuine and willing learners. My best wishes go out to all the builders of timber frame homes as well as their suppliers.

Timber Frame Conference Seminar

I am very honored to be presenting my seminar: Master What Matters, 12 Trends that will Forever Change New Home Marketing at the Timber Frame Conference Seminar Friday. The event is in Greenville, South Carolina and I'm looking forward to the trip.

My presentation will address many topics relevant to builder marketing such as search engine marketing, pay per click marketing, online shopping and much more.

I will give you a brief report when I return.

Brian Flook
www.brianflookgroup.com

Yet more good news on the new home front

It's been a long winter, but good news is popping up like Morel mushrooms. Check this out:

http://www.nbnnews.com/NBN/issues/2009-04-20/Economics+&+Finance/2.html

We're seeing signs, good signs. Not great but yes, finally good. Just had to share that with someone.

Thanks,

... never look into the eyes of the sun!

I always loved that line from the Manford Manns Earth Band song Blinded by the Light. The next line is, 'but momma, that's where the fun is.'

In my last blog I talked about the impact of social media and how it is changing many things. The problem with the Internet is that keeping up is something like either drinking out of a fire hydrant or looking into the eyes of the sun. It's only fun if you can keep up and endure it. Remember not too long ago when digital cameras were a confusing new hot item and when phones only called people. We struggled with how to download the photos, and what is resolution any way? The Internet doesn't have to be like your older brother throwing you into the deep end of the pool when you couldn't swim. Let me introduce you to three great places to begin your Internet journey. There's no need to feel overwhelmed. Just take it one step at a time and eventually you will find your way. And seriously, it is where the business fun is. I have several companies: Power Marketing, Coldwell Banker Innovations, Real Estate Innovations Group and several others. I have seen value added to each one using one of the following online opportunities:

The first is LinkedIn. LinkedIn is the business version of Facebook or MySpace. LinkedIn is simply a professional networking tool. It's a great way to keep a network of people updated with simple issues relative to your business life. Like right now, when I visited LinkedIn, I see that my good friend Jerry Rouleau is heading off to Vegas. Doesn't sound so special, but Jerry has over 500 people in his network. Now all 500 know that Jerry has work in Vegas this week. So what, you ask. Out of those 500 people, it's highly likely that someone may respond to Jerry's update and say, "hey, let's have lunch while you're in Vegas. I've heard about your BuilderRadio and I want to know more." There's an opportunity that without the LinkedIn network would have never happened.

The second is Facebook. Now Facebook is very similar but with a twist. If LinkedIn is a blue suit, then Facebook is a faded pair of blue jeans. Generally, when I'm on LinkedIn, I expect a professional environment, with professionals commenting on business issues. I keep my personal stuff to myself. But on Facebook, I know that my audience - for the most part - is in a casual mode saying casual things. Our paradigm is different when we're in blue jeans than when we're in the suit. Even though I occasionally make a personal comment on Facebook, I don't view it as a way to stay in touch with people I haven't seen in a while. I utilize Facebook as a means to reach my professional audience with their hair down ... when their business guard is lowered. Here's an example. Several weeks ago I commented on Facebook that I was preparing to visit with a new client in Connecticut. Nothing elaborate, just dropped a little note. The next morning, I get a response through Facebook from someone who saw my post and it prompted him to call me about a job. That opportunity would have never have happened without a simple note on Facebook.

Third, you need to blog. I know, you don't have time for all this stuff. Yes you do. It's not that difficult and the online rewards can be gratifying. A blog is simply a weblog ... an online place to say whatever you want. If I were you, I would talk about business, but that's entirely up to you. First off, search engines love blogs. By creating and maintaining your blog, you can improve your search engine success ratings. Use your blog to create back links to your website, drive people to your book sales location or show images you want to share.

Yea, momma was right, you shouldn't look into the sun. But, if you go online and take small steps you will be where all the fun is. My business is real estate. Real estate sales. Real estate marketing. Real estate consulting. I have seen results for each one using the sites I referenced here today. Lastly, go to www.squidoo.com and build a lense about something you believe in. It's fun and it just might make you some sales.

If you would like help improving your online presence email me at brianflook@brianflookgroup.com.

Enjoy!

Discovering social media

So what exactly is social media and what does it possibly have to do with your business? Why should you care? According to the authors of Wikipedia, social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. Note the key term: social. A social event is one where many people are invited; the word social implies other people are involved. Someone who is antisocial is considered as a person who doesn’t want to be around other people. Therefore, social media is a form of Internet media that involves publishing information, videos, photos, etc. with others being involved.

The three key advantages of your business participating in social media are:

1. It improves SEO success.
2. It permission-based
3. It can be used to promote your website, blog, videos etc.

The world of social media is growing and changing every day. There are three kinds of social media today: publishing, sharing, and networking. Personal sites like myspace, Facebook and youtube have led the way for more business-oriented sites like Linkedin, Active Rain or BuilderRadio to name a few. Regardless, they all serve a valuable role in empowering your marketing program by either sharing information, publishing information or networking you with others who may have an interest in you or your homes. By this point in the discussion, you’re probably asking, “what exactly do I do and why?” Let’s use the three advantages listed above to explain how it all works. So how does social media help with SEO?

Remember the concept behind the Internet. Picture with me a spider web with all the threads linking to all the other threads in a direct or indirect way. That’s a visual picture of this point. Let’s say you have a real estate office called Coldwell Banker Innovations with 75 agents. If all 75 agents join Linkedin and list your company as their place of business and use your URL in their email, then you just gained at least 75 more online touch points. Now let’s say they all have a Facebook site and also list your company URL as their place of work. Now you have 150 touch points online. Actually you likely have many more because they also answered questions and filled in other information that links you as well. Now, what if 15 of your agents have their own blog … more touch points. Now what happens when people correspond back and forth using Facebook or Linkedin? More touch points. What happens if 20 of your agents read the same book and go to Amazon and fill in a book review … you guessed it, more online touch points. You see, all that digital information lives on in hyperspace. That information is what search engines use to find your site when someone types a keyword into Google or Yahoo.

Let’s discuss permission-based marketing. As you know, consumers today have grown weary of our intrusive marketing attempts. They’ve learned how to avoid our marketing message using tools like remote television controllers, TiVo, satellite radio, caller ID, and spam filters. They’re not listening unless they want to … hence permission-based marketing. By sharing published information using social media, the consumer has an opportunity to date your company before buying, not unlike Internet dating services. When you publish your professional information on Linkedin or Active Rain, you are giving your audience permission to peruse it. When someone else published a video on youtube, they’re giving you permission to view it. Social media is a great tool to use to publish editorials, distribute press releases and promote new products. I suggest you publish everything you can everywhere you can as often as you can.

How can social media promote your website or blog? Easy, remember our spider web image. Let’s say our company, Coldwell Banker Innovations just landed two large builder clients. The first thing to do is write a press release telling everyone what has happened. Be sure to keyword load all your published materials with keywords that point back to your website or blog. That way, when you upload your press release to a site like www.nhgbuzz.com, your keyword loaded copy is linking the editorial back to your website or blog, thus pushing you up in search engine searches.

That’s a quick review of the power of social media. This subject is much deeper than your kid’s myspace site. The potential value of social media is huge and best of all it can be measured. My company would like to introduce you to the power of Internet social media. Remember, your market is shrinking, but the opportunity is growing every day. Visit our website at www.brianflookgroup.com or www.power-marketing.com call us at 800-932-0494.