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So by now you've come through a number of
exercises that cause you to think

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and organize and work with these keywords

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from many different angles in many
different ways.

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Don't skip this part, it's the fundamental

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building block of developing a keyword
strategy.

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The amount of work you put into these
exercises Are

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directly going to relate to your ability
to create a strategy

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that is dynamic and focused on the

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searcher, as the primary object of your
campaign.

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Otherwise, you'll get wrapped up in the
formulaic approach and people tend to

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get focused on the search engine as the
end goal of their campaign.

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Buyers are the ones with credit cards and
checkbooks.

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Those are the ones we want to go

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after, because they immediately impact our
bottom line.

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So your patience in developing keyword
research skills is going

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to pay off greatly as you go down the
road.

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So in our keyword analysis we want to look
at how people are grouping

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keywords, the concepts that they use, the

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phrase patterns which indicate a specific
intent.

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The prefix and the suffix allow us to
focus on what concepts they have.

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And how they typically

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order them.

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Ideally, I take those prefix and suffix
maps

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and I give them to my content creators

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or my editors and I let them know

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that this is the phrase pattern that
people use.

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These words are typically used ahead of
the keyword.

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These words are typically used behind the
keyword.

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And it gives my content creators a guide
when

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they create content, of how to organize
their titles and

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headlines and content.
Synonyms, plurals.

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These are things that we need to keep our
eye on in our strategy.

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Because, down the road, when we look at
measurement.

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That's going to provide a direct
correlation as to the type of attention

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we should put on specific words or the
plural or singular versions of those.

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You see we can't look at key words as just
words and

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try to gravitate towards the key words
that get a lot

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of searches and then just regurgitate them
on our web pages.

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You have to be true to who you are.

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Don't try to change your business online
because you see that there

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are certain keywords that have more

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searches than what your business actually
is.

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You've got to be true to who you are

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and use the proper word to describe your
offering.

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You see, to some people there may not be a

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lot of difference between lodging, bed and
breakfast and a hotel.

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To a searcher it could be all the
difference in the world.

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And so, you can't interchange these things
because

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you don't know the mind of the searcher.

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Understand what they're looking for, their
intent, and what they expect to
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see on your website, the expectancy.
And the more you match the intent and

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the expectancy, the better chance you have
of converting them down the line.

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Look at your keywords from different
angles.

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If something is not relevant to what you
offer, it could

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also be a business opportunity to go in a
different direction.

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If you already offer hiking tours, but you
don't

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offer hiking in caves, or you don't offer
birding.

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Then, what additional cost would it be to
offer those things, if you

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see that there is a demand for that type
of keyword and that type

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of product?

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Also, from different angles, what are

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the differences between hiking and
backpacking?

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Be sure that you are using the technical
word

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correctly in the right place to the right
audience.

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But if you find to the general audience,
those two

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words are interchangeable then you have a
little more freedom.

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It depends on who your audience is and

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so, look at these keywords from different
angles based

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on who target market will be and how they
interpret those.

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The more you understand searchers, the
more you're going

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to know if your business is in their
target.

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And so looking for something like a
weekend getaway spa or spa resort,

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California golf spa or luxury spa resort
What we've got here is a number

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of ways of looking maybe for the same
thing.

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But obviously, if you don't offer golf,
then don't go for that keyword.

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If you don't offer luxury, then don't use
that keyword.

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Again, be true to your business and focus
on those words that will bridge

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the intent of the searcher to the reality
of what they will see on your website.