Why Every Site Needs a Search Engine

This article gives you two ways you can implement site-specific searches on your web page. Think of it as like having your own site-wide search engine. The question is: why should you do it?

It's simple, really: keywords used by your target market are part of your marketing resources. They help in market research, market development, and outreach marketing.

Search terms used by your visitors tell you what they want to see on your site. They also tell you how you should be marketing your site, what content you you should be producing, and how items should be listed for sale.

However, it can be tricky to make the most of this valuable information, and capturing it through various plug-ins is not always straightforward, or cheap.

Both these techniques are highly transparent, and free to use; my advice is to start using on-site search to monitor your existing market and build out your strategic keyword management process using the data that you gather as a result.

The Simple Search Solution

Use Google site search.

The background to this approach is represented by the following Google query:

• site:searchengineland.com keyword research

This simple instruction tells Google to only return results for the site mentioned. This is convenient for site owners who want to check their coverage of keyword terms, but also very convenient if you want to provide a site specific search function.

The only caveat is that the pages must be indexed by Google.

Drop-In Javascript

There are two parts to the solution:

• The HTML for the search form;
• The Javascript to open the search.

Refinements on the following drop-in HTML and Javascript are many and various:

• open the search in a new window;
• open the search in an inline frame;
• use various search modifiers to steer the result;
• etc.

The one major advantage is that you'll see, in your web traffic statistics, the search terms being used to query Google. This means that you can check that people are coming to your site for the right reasons, and, crucially, check that you're still serving them to the best of your ability.

Here's the basic HTML:

<input id="search query" type="text" />

<button 

onClick="window.location.href=submitSearch(document.getElementById('search_query').value);">

Search</button>

All that this does is call the Javascript function submitSearch (defined below) with the contents of the text input (that's what all that getElementById code does), and then set the URL of the current page to the result of the submitSearch function.

Here's the Javascript (stick it at the top of the page, in the head section):

<script type="text/javascript">

function submitSearch(search_query) {

  search_domain = encodeURIComponent('site:your-domain.com');

  search_text = '+"' + search_query.replace(" ", "+") + '"';

  return search_domain + search_text;

}

</script>

This snippet forms the query out of the site and the query text, making sure that it is safe for use in a URL. Important: you should replace your-domain.com with your own domain.

The result is a Google search page, containing results for the keywords typed in by the visitor, restricted to pages from your site. In your logging, you will then see an Exit with the URL, inclduign the keywords.

Note that this doesn't work for sub-domains terribly well; so, for it to work, you will need to buy your own domain name, even if you only use it to point to Blogger!

More Advanced Options

Create a Google Custom Search engine, and add it to your site.

There are a few pre-requisites:

• Your site is registered in Search Console;
• You have Google Analytics set up.

The process is relatively painless, if a little technical. However, as always, the Google help on the topic is pretty good, and as long as you can edit your web site HTML, it should be fairly straightforward.

A big plus for bloggers, especially, is that it can be monetised via AdSense, too.

Tip: You get a bit more power, and advanced analytics (thanks to integration with Google Analytics and Search Console) including the ability to use sub-domains.

So, What Now?

The worst thing you can do is nothing.

At a minimum you need to give your site users a decent way to search your content for something that is meaningful to them. The next worst thing would be not to track the things they look for.

Google has tried to make this a bit more opaque, in the name of privacy. They hide the content of query strings made by users who are logged into their Google account, for example. However, you should attempt to get as much search data from your own site as possible.

Why?

The reasoning is simple: if a visitor comes to your site, looking for something specific and can't find it, it's your responsibility to make sure that you supply it.

This is how market research operates. Strategic keyword management - treating your pool of available SEO friendly keyword phrases as a valuable business resource - relies on market research.

Without it, you're just throwing spaghetti at the wall, hoping that some of it sticks.

Keyword Research, Search Engine Optimization and the Customer Journey

Putting keyword research and SEO at the core of your business strategy can change the way that you align your marketing activities with the customer journey to create new and unique opportunities.

In this article we explore the link between keyword research, SEO and marketing. We will challenge the traditional view of the customer journey which tries to find a market for an existing product, and look at it from the point of view of the customer.

The Customer Journey

The typical customer journey is often viewed as starting out quite passively (Awareness) and ending with the active Advocacy of a product.

However, with the advent of search engines comes an opportunity to turn this Awareness into more active participation.

Rather than creating a product, and then trying to make the market Aware of it, keyword research allows us to approach marketing the other way round.

Given that at any one time, our prospective customers are researching solutions to their problems, it seems only logical to use their own queries to fuel the product development process.

Not only that, but if we are producing me-too products, we can see what kinds of comparison points the market feels are important, which will help to design the solution as well as give us a conversation in which to participate once the product has been created.

In fact, this conversation between the market and the search engines and social media platforms is present at every stage of the customer journey:

• Awareness: as soon as the market knows that something exists, they start to look for alternatives;
• Consideration: once the market becomes convinced of the merits of the products on sale, they then start to look for confirmation that there are valid options on the market;
• Purchase: having made the decision to buy, the market will look for the best option to acquire the product as a function of price, availability, service, etc.;
• Retention: subsequent conversations between the market and the business will fuel an ongoing process of refinement, and constant attempts to increase the value of the relationship in both directions;
• Advocacy: customers will generate conversations that can be leveraged as content in their own right (testimonials, for example) or new opportunities to develop the relationship further (products, services, and so forth).

At each of the five stages above, there are opportunities for keyword research and SEO to work together to help propel the business forward.

Keyword Research, SEO & the Customer Journey

Using a niche keyword research service such as those offered by The Keyword Coach enables you to pick the market's brain and build up a picture of what's important to your future customers. Your basket of keyword phrases is a resource upon which entire businesses can be built.

The Keyword Coach treats keyword research and search engine marketing as strategic resources, rather than merely a part of your online presence. As such, they are constantly evaluated in terms of internal and external context, how they can be deployed (using a Plan-Do-Check-Act cycle), and integrated with the strategy of the organisation.

One example of this is performing Amazon niche site keyword research for product owners (including authors). Amazon is not only a marketplace, but also a search engine, with almost all the features that a traditional search engine has, including auto-suggest.

Coupled with using an indexing engine like Google, it is possible to leverage user generated content as well as marketing content to take advantage of the conversations that are created during the customer journey: from their initial discovery of a product, asking questions about it and eventually leaving reviews.

All of these interactions use key words to describe aspects of the product, both positive and negative, and keeping track of them will help create real opportunities.

In a larger context, the same processes can be used to track customer conversations both on the organisation's site, in social media, and through search engines in order to help make strategic decisions as to what to take to market, where to concentrate efforts and picking the best time to launch.

Why SEO Is Important for Business: Keyword Research, Search Engine Marketing and SEO Principles

To understand why SEO is important for business, we first need to discuss what SEO means.

It has become a buzzword and is often synonymous with "more traffic". However, not all traffic is good traffic.

In the beginning of the world wide web, a search engine was not a sophisticated tool. Subsequently, most search queries were one or two words long, returning a limited set of pages and raw traffic volume was the most important goal.

Playing the numbers game meant that there was an assumed direct correlation between visits and sales.

In those days, SEO meant attracting as many visitors as possible by having high repetition of keyword phrases (otherwise known as keyword stuffing) and many pages that may not even have content relating to what the business was selling (known as spamming the index).

Recent innovations in search engine technology, however, has led to more sophisticated and targeted queries, fewer chances of being able to play the numbers game, and, above all, more opportunities for quality SEO.

Today, SEO has a new meaning.

It's about engagement with search engines, rather than manipulation. It leans heavily on keyword research as part of the marketing strategies of an organisation, and relies on an intimate understanding of the market.

Modern SEO is about quality content meeting the needs of your market, and understanding the intent carried by the words in each query that you choose to target.

It's no longer just a numbers game.

Does SEO Work?

The point of SEO is to get content indexed for keywords that allow you to engage with the customer by proxy, and help them through their journey from discovery to purchase.

If you constantly remind yourself that this is the only reason to conduct SEO, then SEO will work for you and your business.

The moment you turn it into a pure volume game, where you purchase articles from content farms in an attempt to spread your net as wide as possible with no regard for the intent of the fish you might catch, SEO will, at some point, cease to work.

You may well temporarily climb the SERPs (Search Engine Result Pages), and even achieve the number one spot, but it will be both temporary and expensive.

Better to be focused on a narrow, yet responsive slice of the market, and promote content that carries with it the intent to engage with your brand.

Then, SEO will work for you.

How SEO Helps Business

SEO, or search engine marketing (SEM) can help your business in many different ways. However, they're all linked to the strategic marketing plan of the organisation, which can be grouped under three main headings:

• product development
• market research
• sales

Whilst this is a somewhat simplified view, it represents the bare minimum for an organisation's ongoing strategic SEO and keyword research process.

Product development uses a combination of competitor and keyword research, as well as keyword discovery to see what people are looking for: within and outside your target market.

Once a basket of phrases has been isolated, market research can be performed using keyword research techniques to narrow down both the product or service and the route to market.

Finally, with all the research conducted, the market can then be tested as part of the sales process: using SEO to guide prospects through their journey from discovery to purchase.

So, SEO helps business in three main ways:

• develop new products;
• explore and develop markets for new and existing products;
• promote products, services and brand values to the various target markets on their own terms.

This last is something I call participating in your market's conversation, and it's the easiest way to engage and make sales.

Is SEO Worth It?

Like any form of marketing activity, your investment is repaid in an increase in sales; working out if it has been worth the investment will depend on the value of that return.

However, different organisations have different goals and different measurements of their return.

There will be cases where SEO does not translate into measurable direct effect, leaving the return to be evaluated on its own merits such as brand attachment and market education.

There's also the issue of timing.

Many people abandon SEO after just a few iterations, failing to see any direct change in visitor numbers, or conversions. The fact of the matter is that it can take weeks, sometimes months, before any effect, positive or negative is apparent.

Done correctly, SEO will be worth it. But it's not a quick fix, and the effectiveness needs to be measured and evaluated regularly and on its own merits.

Should You Do SEO Yourself?

In a word: absolutely.

You should do as much SEO as you have time for, regardless of whether you have also contracted an SEO professional to do it for you.

However, the caveat is that bad SEO can be as damaging to your business as good SEO can enhance it. So, at the very least doing your own SEO will require a level of self-education.

The best practice is to employ an SEO professional for a year or so, and ask them to help educate you. Then, keep them on a retainer to help out whenever you note that something has happened in the industry that affects the success of your search engine marketing activities.

There are also some activities that are so time-consuming that it is much more productive to outsource them -- integrated keyword research services, for example.

Black Hat SEO vs. White Hat SEO

There's been a lot written about so-called black hat SEO techniques over the years. Much of it has been an attempt to promote valid services, or providing advice on gaming the whole SEO system.

Like anti-virus software, the industry has, at times, felt like an eternal arms race. Search engines change the algorithms to exclude unscrupulous tactics, then black hat SEO specialists try to find a way round them.

Luckily for business owners, who could waste a lot of money trying to keep up, the solution is that search engines are getting smarter.

There's still the possibility that some less ethical techniques will emerge to beat them, but the general thrust of development means that business owners and SEO professionals can rely on solid keyword research, innovative, engaging and high quality content to attract their target market.

Hopefully this article has helped you to work out why SEO is important for business in general, and specifically, how SEO can help your business.

A good start would be to see some real life Keyword Research Examples, or browse the SEO Tutorials.

Amazon PLR Keyword Research Cheat Sheet: A Worked Example for Nutribullet vs. Breville Blend Active

Recently, I was putting together some juicer versus blender PLR, and happened across a great technique for generating quick traffic based on products that Amazon customers are actually looking for!

The following is a cheat sheet that should help you to quickly pick, compare and write about products that are sure to rank well and be popular.

In addition, using my keyword evaluation techniques from the SEO tutorials, you can also be sure that they represent money in the niche, ready to be spent.

Step 1: Most Wished For vs. Most Gifted

Amazon maintains lost of best-seller lists, and while the main list tells you what's hot right now, the Most Wished For and Most Gifted lists often tell a different story.

For example, Most Wished For products have a market that knows what it wants, and is likely sharing that with other people -- friends and family mainly -- who are looking to buy them a gift.

Most Gifted is a response to wishes, plus an insight into what people actually spend their money on.

So, you should look for two items that figure highly in both lists, but which aren't the same (for a versus piece) or which are complementary (for an up-sell piece).

In the image on the right, I've highlighted the related products which can be pitched one against the other, with a little research.

In the bottom left of that image, you'll also see a complementary product for the Breville Active Blend -- a bottle that has been gifted a substantial number of times.

This kind of market intelligence tells you a lot about the target market and how you can create content that will generate interest. But what it doesn't tell you is which keywords to target.

Step 2: AdWords Research

This is where we bring in the AdWords Keyword Planner.

Regular readers will know that this is my current go-to tool for the raw evaluation of keywords, despite being a Market Samurai affiliate, simply because most other tools get their data from either the AdWords or Google databases.

A simple search reveals that (at the time of writing, and for the UK market) Nutribullet as a keyword out-pulls Breville Active Blend by about 35 times. Plus, a review of the suggested keywords shows that there is also more advertising money being spent across a wider spread of keyword phrases for Nutribullet than for the Breville.

This makes sense: the Nutribullet is more than twice the price, and therefore it's likely that with the brand attachment that seems to come with it, there's more money to be made by selling them.

But we can't ignore the facts: the Breville is more often wished for, and its accessory (a spare bottle) is more often gifted.

With high traffic, and relatively high advertising spends, the stage is set for a Nutribullet vs. Active Blend project. So, what do people actually want to know?

Step 3: Question Research

This is where we start to think about the hungry market. We want to know if there are any burning questions that the prospects need to know the answer to before choosing one or the other.

I start with the underdog -- the Breville in this case.

The tool of choice is KeywordTool.io; there are others, but I happen to like the no-nonsense interface that it offers.

On the right is the result of a quick search for questions on 'Breville Blend Active' for the UK market, as reported by Google.

You'll note that I've highlighted the four specific questions that related to the product that we have already seen in the Most Wished For / Most Gifted list.

This is important, because it tells us that people are looking for, and then buying the bottles that go with the Blend Active.

We could stop here, and create a whole micro site all about Breville bottles. But, there's more!

The next step is to to the same query for Nutribullet. This time, instead of 11 suggestions, Keyword Tool returns over 130.

The question is, where is the overlap?

The answer is that there are many. Just a few:

• ... crush ice
• ... blend nuts
• ... dishwasher
• where to buy ...

More importantly, there are a whole bunch of questions specific to the Nutribullet, but which could equally be asked for the Blend Active, such as 'is ... just a blender', and 'is ... worth the money'.

Part of the keyword research phase of SEO is in finding these crossovers, as they both give you something to write about, and also widen your market.

Some will be worthwhile, others not so much, so the final phase is to evaluate those phrases that will generate traffic.

Step 4: Keyword Evaluation

This is an easy one:

• research the questions on Keyword Tool
• copy and paste them into Keyword Planner
• sort by 'Page Views'
• export the results

You now have a list of the most popular keyword phrases. If you're feeling keen, you can even take the resulting spreadsheet, and devise a formula to work out which will be the best in terms of the traffic, competition, and advertising spend, but a first cull based on raw traffic is a good way to start.

Step 5: The Content Plan

The longest part of the process is to create 10 to 15 blog or article titles that reflect the keyword phrases chosen, and then three to five headings that are related to the theme of the piece, and leverage other related keywords.

Add that's it for the keywords. The usual advice holds for modern SEO practices; don't go overboard, trust semantic search to pick up the sense from the natural language and make sure that wherever the reader thought they were going to get, you actually deliver.

So, with five easy steps, you should now have enough material to promote (and even cross-promote) products on Amazon that are bang on trend. At least for now.

Don't forget that Amazon updates the Best Seller, Most Gifted and Most Wished for lists frequently, so if you find one that is a constant source of inspiration, set up a page change monitoring service so that you are alerted every time the lists are re-published.

Basic Keyword Harvesting Techniques to Boost Traffic

Many content managers, bloggers, and internet marketers struggle with SEO and keyword research.

Part of the issue is that they are not using keyword harvesting techniques that actually reflect keywords that are (a) used in the wild, and (b) valuable. The tendency is to brainstorm keywords and then look for those that seem to have high traffic.

This really isn't the best approach.

The best approach to keyword research uses both generating and scraping together. You can harvest keywords from any page, using one of several tools.

Keyword Harvesting

The idea behind harvesting keywords is really very easy: you want to find a way to use content sown by yourself or others into the world wide web to generate root keywords that are both relevant and valuable.

There are two basic parts to the process:

• Scrape: use a tool to extract keywords from a target web page;
• Generate: use the root keywords to generate long tail phrases.

The scraping part should use either:

• Other people's content that comes up in a search for the keyword phrase most closely associated with your niche product or service;
• Your own content (see the end of this article for an example) created specifically to allow you to harvest phrases related to your niche product or service.

One of the best reasons for using keyword harvesting is that it can be done for free!

Keyword Scraper

There are several tools available to help you scrape keywords from content. The best non-free option is probably something like SEMRush, but there is a Free Generator Tool list here.

However, if you want a tool that is easy to use, complete, free and accurate, then use the AdWords Keyword Planner. The drawback is that you need to do a fair amount of post-processing, but just remember that most of the other tools use the API to this service, so you are essentially using the same information.

(For a lesson on relying too much on third party tools, read "What if all your Keyword Research Tools Disappeared Overnight?".)

The process is easy: just use the "Search for new keywords option", and plug in the URL of the page you want to scrape from in the "Your landing page" box.

Make sure you initially set "Show broadly related ideas" to "No", and set the geographic targeting and language according to your target market. The result is a list that you can export, and then sort according to value. The notion of "value" is a tricky one: for me it's usually a simple multiplication of the volume and expected bid price.

If you want to roll your own selection process, then read "Keyword Selection Strategies for Your Keyword Research and SEO Projects".

The resulting keyword list can then be used to attract visitors to your sales page, site, or blog.

Keyword Generator

Based on content produced by yourself or others, the above process yields a list of root keywords. These can be used as-is but beyond root keywords, many people like to explore content created around long tail keyword phrases.

(For a very thorough exploration of the Long Tail, I suggest reading Chris Anderson's Longer Long Tail book.)

Essentially, long tail phrases combine several words together to represent a narrow niche, and allow you to benefit from the root keyword visibility, combined with the qualifiers that make the phrase unique and targeted.

The combination is usually a much better placement in the SERPs than the root by itself, and by judiciously planning a content web around several related long tail keyword phrases, you can usually corner a bigger segment of the market than if you tried to compete head on with everyone else.

To do this, I tend to use a scraper like KeywordTool.io which scrapes auto-suggest queries from Google, YouTube, Bing, and Amazon. Starting with the root phrase, make sure you set the correct geo-targeting and linguistic attributes, and then let the tool do the rest.

Once you have the list, you can export it and then import it into the Google AdWords Keyword Tool, and analyse it in the usual way.

Conclusion: Step by Step Harvesting Process

So, here's a process that will yield a steady stream of keywords for you to harvest, but be warned: it actually takes some effort.

1. Set up a page that will contain an ever-expanding glossary of terms related to your product or service (could also be an FAQ), for example: Robotic Lawn Mower Brands and Models Guide;
2. Allow page/blog comments, but set them to be moderated (encourage feedback; valuable source of keywords);
3. Each day/week/month (pick the frequency that works for you), use the Google AdWords Keyword Planner as a keyword scraper to harvest the best (i.e. most valuable) keywords for your niche;
4. Add any new ones on a Broad Match that are relevant to your master keyword list;
5. Use a generator like KeywordTools.io to generate long tail keyword lists to work into blog content, and feed them back into the system as glossary/FAQ items, or make another page to sow new ideas and harvest the most current keywords from.

Regularly applying the above keyword harvesting process will serve as a way to take the pulse of your target market, as well as provide a rich stream of long tail keyword phrases with which to populate your content.

Really useful inspiration!