Keyword Relevancy
You hear it all the time, especially if you use
Google Adwords or any pay per click service. Keyword relevancy is
stressed to the point of mass paranoia should you fail to make sure
that 99 of your 99 keywords for your campaign are as relevant as
possible. I am not suggesting that this is not important, but you
can take anything too far. In this article, I'm going to discuss
the topic of keyword relevancy, what it really is, and how to make
the most of it. Hopefully, this will clear up any confusion that
you might have.
So just what is keyword relevancy? Well, the
best way to illustrate what keyword relevancy is, is with an
example.
Let's say that you've just written a book that
is a natural cure for acne and you decide that you want to run an
Adwords campaign to promote this book. In doing this you have to
choose keywords that you believe people will be using to look for
that natural cure. So, you may pick keyword phrases such as
"natural acne cure", "natural acne treatment", "natural cure for
acne", "natural treatment for acne" and so on. Of course if you go
to Google, they'll give you additional suggestions if you ask for
them. These keywords are considered relevant because they are very
closely tied to what you're promoting. Thus, we get the term
keyword relevancy.
But this is where we tend to go overboard,
especially places like Google.
Let's say you were running an Adwords campaign
and decided to use a keyword like "acne." Now, certainly that has
to be a relevant keyword to what you're selling. It may not have
the word natural or cure or treatment, but you are selling a book
on acne and acne is one of the keywords, right? Well, if you were
to include this keyword in your Adwords campaign, you would find
that you'd have to pay more for it than for your other keywords.
Why? Because Google doesn't consider the word acne to be relevant
enough as it is too broad a term. Their thinking is that people
looking up the word acne can be looking for just about anything to
do with acne, such as what causes it, and not necessarily how to
cure it.
Okay, you can certainly understand their
thinking. But where do you draw the line? What if somebody were
looking up acne using the keyword phrase "acne help" or something
similar? Maybe they are looking for a cure. If they are looking for
help, wouldn't you think they're having a problem with acne and are
looking for a cure? I guess what I am trying to say is, to me, an
irrelevant keyword would be to use a word like "warts" which has
absolutely nothing to do with acne. But again, that's just my
opinion.
In the grand scheme of things, you'll know when
one of your keywords is considered irrelevant to the site you're
promoting because Google will make you pay through the nose for it.
I think Keyword relevancy can be taken to extremes, but if you want
to play this game and win it, keep your keywords as relevant as
possible.
To YOUR Success
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