There’s a difference between “key words” and “keywords.” For example, when your Uncle Charles sends you an E-vite for “A decadent dinner, full of room temperature oysters and numerous other culinary surprises!” the key words are “room temperature oysters.” The other key words to look for are “Will Not Attend.”

But keywords are an entirely different animal. These are the words or phrases used to find relevant Web pages. Simply put, it’s what you type into a search engine to find what you’re looking for. So of course, as a business owner on the Internet, you’re going to want your content to show up when people search for that keyword or subject.

The Not-So-Secret Formula

So how do you find the best keywords for your business? Fret not, we have the formula.

If your keyword has a high search volume plus a high likelihood to buy, you’ve got a winner. Here it is in convenient mathematical form:

High Search Volume + High Likelihood to Buy = Great Keyword

Determining the search volume and likelihood to buy numbers is easy thanks to Google’s free keyword tool; just look for “Global Search Volume” and “Cost Per Click.” Cost Per Click indicates the likelihood of that customer to buy. Because CPC is based on market pricing, a higher CPC generally means a better customer prospect.

But what’s really important here is search volume. This indicates how frequently people are searching for this keyword. If a keyword has no search volume, it’s just not worth going after. Some people refer to these as “long tail keywords,” but why would you spend time and money writing content for keywords that no one searches on or buys from? Ranking #1 for “spicy ointment” might be a nice feather in your cap, but it won’t pay the bills.

Behold, Golden Keywords!

We suggest creating a master list of a few dozen keywords, but no more than 100. Once you’ve done your homework, it’s time to whittle down your list even more by identifying your 10 most valuable keywords. We call these the golden keywords. These are the keywords that you will invest in to grow your business the fastest.

For example, if one of your keywords is “tennis balls,” then it’s your mission to serve up content around that keyword from every possible angle. Articles about the best type of ball for each court surface, the types of tennis balls used at Wimbledon, or what kind of ball tastes bests to dogs on the beach, you get the idea. Your goal is to own that keyword in your business space.

Picture these… as keywords.

No Stuffing Allowed

Now a few years ago, when the Web was a more primitive place, with overgrown flora and undomesticated fauna prowling the grounds, shady business owners would stuff their sites full of keywords, regardless of the quality of the content. It resulted in a lot of articles looking like this:

Looking for tennis balls? We’ve got all the tennis balls you’ll ever need! From green tennis balls to orange tennis balls and more, this is your tennis balls superstore! Did we mention we sell tennis balls? Yes, tennis balls!

But times (and search engines) have thankfully changed, and now, while keywords are still very important, but they must also be tied to valuable information as well to get the associate content to rise to the top of the search rankings.

Don’t focus on keyword stuffing with your articles, focus on delivering the best content possible. With that approach and the keyword formula we shared with you today, you’ll be growing your business faster than a Roger Federer forehand.

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