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Click on the topics below to read older, but still relevant, news and perspectives from Third Person...

8/13/2014
Our new web site is out of sight

7/30/2012
Fancy Advertising Can Set You Up For Failure

3/20/2012
Mining Gold from Old Marketing Channels

3/19/2012
SEO Series: Lesson #3 of 7

12/23/2011
SEO Series: Lesson #2B of 7

12/20/2011
Two Heads of Franchise Marketing

12/20/2011
5 Tips for More Powerful Internet Searches

12/16/2011
SEO Series: Lesson #2A of 7

12/9/2011
SEO Series: Lesson #1 of 7

12/8/2011
SEO Series: Introduction

11/16/2011
Marketing Simplified - An InfoGraphic

10/27/2011
New Generation of Market Research Services

9/15/2011
Is Your Advertising Agency the Right Fit for You? Pt 3: Chemistry

8/29/2011
Must Ask Social Media Questions #2

8/17/2011
Is Your Advertising Agency the Right Fit for You? Pt 2: Cost

7/25/2011
Must Ask Social Media Questions #1

6/28/2011
Why You Should be Using Psychology in Advertising

5/25/2011
Is Your Advertising Agency the Right Fit for You? Pt 1: Creativity

4/22/2011
What Does it Cost You to "Do It All"?

3/17/2011
Marketing & Advertising Are NOT the Same

3/4/2011
Our Advertising Agency Promise to You in 2011

2/15/2011
Now Hiring: Advertising & Marketing Intern

2/8/2011
Advertising Partner Teaches Guerrilla Marketing

1/20/2011
Web Site Analytics Using Heat Mapping

1/4/2011
Tips for Effective Marketing Planning

12/20/2010
The Story of Rudolph the Red-Nosed Reindeer

12/9/2010
Our New Advertising Vice President - Account Services

11/15/2010
5 Reasons to NOT Use Home Pages in PPC Ads

11/1/2010
10 Marketing & Advertising Commandments

10/19/2010
New Agency Team Members

9/27/2010
Great Advertising is Not For the Faint of Heart

9/16/2010
The Advertising Merry-Go-Round

8/16/2010
Measuring Social Media ROI

8/4/2010
3 Social Media Myths

7/21/2010
Email & Direct Mail Still Best to Drive Sales

6/17/2010
Batteries Plus Selects Third Person, Inc.

5/4/2010
Web Site Design for Manufacturing

4/20/2010
Advertising Intern - Summer 2010

4/16/2010
Bemis Clysar Direct Mail Results

4/7/2010
Bemis Clysar Selects New Ad Agency

4/2/2010
A Twitter Client Comparison

3/2/2010
Third Person VP is also UWM Instructor

2/2/2010
Now Hiring: Advertising & Marketing Intern

1/28/2010
3 Side Effects of Social Media - #3

1/15/2010
3 Side Effects of Social Media - #2

1/14/2010
Milwaukee Art Museum Selects Third Person, Inc.

1/5/2010
3 Side Effects of Social Media - #1

11/19/2009
Batteries Plus Chooses Third Person, Inc.

11/10/2009
Third Person Twitter

9/30/2009
7 Free Keyword Research Tools

9/20/2009
6 Free Resources for Understanding Twitter

8/18/2009
How much time do people spend on social media?

8/4/2009
The "Get Started on Twitter" Resource

7/2/2009
It's Official — Non-profit Organizations Love Third Person

6/26/2009
Get Free Wisconsin Chamber Orchestra Concerts on the Square Tickets

6/9/2009
The "Get Started with Linked In" Resource

5/29/2009
Center for Deaf-Blind Persons Chooses Third Person

5/13/2009
JSOnline Selects Third Person Founder as a Top Milwaukee Twitter-er

5/5/2009
The "Get Started with Social Meida" Resource

5/1/2009
Thank You Loras College Students

4/22/2009
Introducing "Perspectives" - Our Free E-publication

4/13/2009
Vulcan Industries Corporation

4/9/2009
School Perceptions Launches a New Web Site Designed by Third Person

3/4/2009
Search Engine Optimization

1/30/2009
Harley-Davidson

1/9/2009
New Berlin Plastics

12/10/2008
Social Marketing Strategies

11/19/2008
Third Person - Guerilla Marketing Campaign

11/14/2008
Melinda's Mutterings:

10/28/2008
Brady Corporation

10/15/2008
Von Schrader

9/29/2008
Valpak & The Martha Stewart Show

9/16/2008
School Perceptions & University of Wisconsin-Madison

8/27/2008
Harley-Davidson

4/22/2008
Valpak

Current Third Person News

December 16, 2011

"7 Simple Steps to Basic Search Engine Optimization"

Lesson #2: Choosing Your Keywords - Part 1 of 2

OBJECTIVES:
1. Be able to define what keywords and key phrases are
2. Understand why keywords and key phrases are important for search engine optimization.
3. Select and rank keywords and phrases for your web site optimization.

In our first search engine optimization (SEO) lesson, "Know Your Audience," we identified your web site's target audience and determined what they're searching for online.

Now, we're going to take that information to determine your ideal keywords or key phrases.

DEFINE WHAT KEYWORDS & PHRASES ARE

"What are keywords and key phrases?"

These are the words or phrases typed into search engines by your target audience when trying to find products, services, or information similar to what your web site offers.

For example, if you sell plumbing supplies on your web site, your keywords and key phrases might include pipe, plumbing, leaky sink, plumbers putty, purchase a toilet, installing a new sink, etc.

At this point, we need to make the following clear...

Your keywords and phrases are critical to the overall success or failure of search engine optimization.

Keywords and phrases are essentially the foundation upon which you will build your SEO campaign. So, it's important to spend the time needed to create an accurate, researched list of keywords and phrases.

The last thing you want to do is waste your time and money by optimizing your site for a key phrase like "purple monkeys" when your target audiences is really searching for "green elephants."

"How do I select keywords for my site?"

For this portion of the lesson, you'll need to retrieve those notes about how your target audience uses search engines. (Don't worry, we'll wait... Got 'em? Great.)

ACTION STEP:

Using your notes, answer the following questions to the best of your ability. Your answers will help you create a basic list of keywords and phrases.

1. What products, services, or information featured on your web site does your target audience find most interesting?

2. Which of your web site's offerings is your target audience most likely to search for?
Please note: While this question is similar to #1, it is NOT the same.
Question one asks what your target audience likes most about your site after visiting it. Question two asks what your target audience is actually searching for.
For example: Let's assume I own a specialty carpet cleaning web site. I know that people who visit my site become very interested in my low moisture carpet cleaning services. (This would be my answer to question one.) However, I know this is not the term they used to find my site since they don't know what "low moisture carpet cleaning" is before learning about it at my site. Instead, people use terms like "steam carpet cleaning alternatives" or "types of carpet cleaning" to find my site.

3. What products, services, or information is your target audience trying to find through search engines that is relevant to, but not actually available on, your web site?
For example: If I own a web site that promotes my low moisture carpet cleaning service, I know that other types of carpet cleaning, such as "steam carpet cleaning" and "dry chemical carpet cleaning," are related to, but not actually what, I offer.

4. List your competitors. Whenever possible, include web site addresses.

5. List your products, services, or informational offerings.

Good Job!

What you just created is a list of your most basic keywords and phrases. But, you're not done.

In Part 2 of this lesson, we'll take the basic list you've just created and expand upon it. Finally, we'll refine the list by prioritizing your keywords and phrases.

***************

Key Terms:

Keywords and Key Phrases:  The words or phrases typed into search engines by your target audience when trying to find products, services, or information similar to what your web site offers.

***************

Additional Lessons Currently Available:

Lesson #1 "Know Your Audience"

Lesson #2, Part 1 "Choosing Your Keywords"

Lesson #2, Part 2 "Choosing Your Keywords" 

Lesson #3 "Keyword-Rich Page Titles"

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