Keyword Research Basics
I’m sure a lot of you guys are itching by now to start using the digital marketer’s toolbox because you’ve seen how quickly all your research gets organized and sorted for you. You can assess information, grab competitor results, and rankings.
I want to prepare you before we start using the digital marketing tool. Learn how to use the digital marketer’s toolbox properly.
We’re going to do that by talking about keyword research first. There’s a lot of ideas about keywords, keyword lists, but it’s only a small part of the story.
The whole story is about Thematic Relevance. It’s about Contextual Relevance, so let’s get started.
KEYWORD QUALIFICATION GENERATES MORE QUALIFIED TRAFFIC
Let’s talk about the Keyword Qualification Method/Matrix.
What is it? The Keyword Qualification Method/Matrix is a framework that Network Empire has developed to help you create contextual and thematical relevance for your webpages.
What I mean by this is it’s a simple framework that you can use when doing keyword research/online market analysis to get your focus more targeted on your audience.
You start by formulating an idea in your mind of what is the language the market is using. When you understand this, it allows you to better position your website.
The keyword qualification method explained in this session is very powerful when used in your website structure, meta, headlines and content.
Speaker 1: 00:00
To simplify complexity, let’s start at the beginning, and in the beginning, there was a human (semantic classed as entities).
- This human can have a/many products.
- This human can have a/many businesses.
- This human can work in a/many companies.
- This human has a social & professional presence online (WRS1)
Next, we’ve got the machine world. Your job is to clearly define what your webpage is about. You must tell the machine what the “Entity is”.
What the machine is trying to do is understand the context of what’s published online.
The reason why search engines try to do this assessment is that search engines want to verify who are the authoritative sources for this information and knowledge products and services. The big goal of the AI is to does it deliver the best result, which it (search engine) believes is most relevant to the answers that currently asked to the search query made.
So if you look at their last sentence, it’s a very, very important thing because when you understand this, depending on what networks (search or social platforms), your usage belong to corporate organizations. You get specific outputs coming back out of them. So for example, if you’re using Google, depending on how the AI is configured, it delivers what it believes is the most relevant information to answer our question. That’s the idea.
When you search, Google presents different results based on the language intent used.
The reason why you here is because you want to learn how to build websites that get results.
You’re looking for the technology that gives you an edge. You want to improve your online sales, you want to get more traffic, and you want to learn more about funnels or selling digital marketing blueprints.
The primary goal is to get more customers.
That’s the necessary foundation of any business. At each stage of the buying cycle, you have to have different keywords/language that your audience uses to find the information they need at that stage.
I will make this real simple.
Build your websites using the language your audience uses.
Keyword Qualification Explained
Speaker 1: 02:47
What we’re talking about in the context of the topic of the conversation.
Pay attention to what and how the language is used.
The keyword qualification method is to enhance the theme and create contextual relevance. When we do this, we qualify traffic. That’s the important thing.
So let’s look at how this works.
The keyword qualification method is built around four keyword qualifiers, and in this framework, we have four qualifiers:
3) Purchase intent
When we work with these four qualifiers, what this does is allows us to construct phrases that by default segment and pull the right kind of traffic to us.
Why does this happen?
It’s because of people’s search intent, their frame of mind at that moment. When we start using the right words in our website, these keywords trigger things in a person’s mind, which then helps him follow a train of thought.
Now, if you’re putting the wrong words into your website and the message is ambiguous, you’re going to trigger the wrong type of emotions.
Two things are going to happen.
One, the machines are not going to understand what the webpage topic is about. So they’ll guess, remember the Search Engine decides what results it gives you back based on the filters.
The person that you’re speaking to is not going to connect with you because he may not be looking for what you are offering. So to make things very simple, memorize these four qualifies the
3) purchase intent
Speaker 1: 04:46 What is he looking for?
So that when you look at the page, when you look at results, when you look at your competitors’ websites, when you look at information, when you watch videos, you get, start seeing if that information or that media top is speaking to the person.
People, typically with money, will type in the best, limited, luxury, spacious, waterfront, exclusive,VIP. Do you see the language? When you see these words in your mind, what does it bring forward?
What do you feel when people don’t have money?
Cheap, first home, small free. How do you feel when you see these words?
So when you’re using descriptors, we can segment them and say, what do the dues have and what does the down step, how do they speak?
When we do that, that gives us a lot of powerful ways to trigger the emotions if you need to trigger, when we are speaking to certain people, the next thing we want to look at is top.
Speaker 1: 05:46 Now, when we speak about keywords or keyword lists, all it is, is a list of words that have metrics on them. That’s what keywords are.
What does it mean?
These are what we call “type keywords“.
Okay? And typically, any kind of keyword that you come out of keyword tools is classified as a type keyword.
I do this is because I need to identify the objects, the things that people actually looking for. So this is very, very important. It’s a big distinguishing point between the descriptor and a type keyword.
So if we look at this, you’ll see searches are looking for specific things like apartments rather than houses, land offices, flats, top keywords, which is a number to pay attention to the one, two, three, four.
Keyword Qualification Method Matrix
3) purchase intent
because we’re going to utilize these numbers in the framework to create combinations of keyword phrases.
Speaker 1: 06:45 The purchase intent specifies what type of transaction the person is wanted to do. So if they’re going to buy but can use for sale purchase, if they’re going to hire, we’ll use rental, rent.
Do you see the difference? Can you notice how just those few words there changed the intent of that search query or that keyword phrase?
Last thing. Location for the guys doing local SEO work in local businesses, people are going to specify where they want the object. The object can be a product, and it can be a service, it can be a thing. It can be a bit of information in locations.
Typically we focus on geographical locations or places of interest. This is where we want to localize the search query and attract people that are going to a specific point or situation or a location.
We’re using combinations of these different qualifies within our keyword research, and we start thinking in this format where we are placing different words in the four qualifiers. It gives us the qualification metrics where we can speak to cold traffic because we speak to warm traffic and we speak to our traffic. Now the next part of the qualification metrics, what it does, is it helps us assess where we need to put specific keywords at certain parts of our structure.
Speaker 1: 08:04 When we speak about markets, we speak about words that are typically one or two words. The traffic there is vast. There’s a lot of people, and there’s a lot of traffic. There’s a lot of things that move through that band, right? If I want to rent for apartments during our rank for “apartments” across the whole world, that’s impossible.
You are not about to do that unless you spend a lot of money. You bought a big network, you joined businesses, and you start dominating the actual metrics. So if you look at news media, these conglomerates that own certain groups of companies, they broadcast information out and can control the narrative of the topic of conversation online. They were pitched a particular type of story. People who are subscribed to this story believe that narrative. It’s the way of the internet & how things work.
So when we work with markets, this is cold traffic because its broad by nature. We can start binding things in the prefixes, suffix on the left, on the right of this word to begin qualifying the traffic we targeting.