Be Open to Drilling Into A More Specific Aspect of Your Business

Keywords 101: Dig Deep

We all want to sell to as many people as possible.  The assumption is that if we get our products out in front of everyone, we will sell more.  We have all heard the saying that “he could sell ice to Eskimos”.  With the internet, we need to wonder why this super salesman is in Alaska and not in Phoenix.

We want to be in front of people who want our product. ~ Karen Dennison Click to Tweet

The real goal then is not to talk to everyone.  The goal is to sell to many.  Finding out who wants to buy our stuff and talking more intimately to them will make the difference.

Let’s say that I was the best pitching coach in the universe.  I could use the keyword “sports” in everything.  After all, the term “sports” is searched for 151,000,000 times per month on Google.

The Problem with “Sports”

The problem is that people who are interested in gymnastics and tennis and skiing are all search sports and none of them cares about a pitching coach.

The Problem with “Baseball Coach”

The keyword phrase “Baseball Coach” is searched for 74,000 times a month.  But, we have the same situation.  Outfielders and catchers and 1st basemen don’t have any interest in pitching coaches.

What’s Right with “Pitching Coach”

Pitching Coach is searched for 9,900 times a month.  I would like to see a higher search total, but I know that anybody looking for “pitching coach” is looking for me.  The strategy then should be to use that term and find others that are closely enough related and better searched for.

Quilting vs Learn Quilting vs Quilting for Beginners

I teach quilting.  Quilting is searched for 3,350,000 times a month.  There are many, many reasons to search that term that have nothing to do with what I am offering.

Learn quilting is searched for 1,900 times a month.  There are too few searches for me to rely on this term resulting in many responses.

But, like my suggestion for pitching coach, I can incorporate this term in my keyword arsenal but I need to look for some keywords with better search results.  I want to sprinkle this in here or there because I am who they are looking for and I may just pick up a couple of easy sales.

In doing quite a bit of scouring, I find that “quilting for beginners” is a keyword phrase that is searched for 27,000 times a month.

The only reason that someone would type that into a search box is that they are a beginner looking for instruction. It is a keyword that indicates an interest in what I am offering.  It is a keyword phrase with a decent amount of searches.

Dig Deep to Find Your Tribe

Mostly, it is a keyword phrase that opened my eyes to a sub-niche that I would not have considered.  Be open to drilling down further into your market and find people that can not only be customers, but that can be your tribe and market for you.  That can only happen when you are talking specifically to their needs.