Chauncey: All right, Welcome back to the Being Found Show. So we are talking about keyword research and getting started with it.Ranking for the right keywords can make or break your website. By researching your market’s keyword you have the best chance at being found by the right customers. So a lot of you out there, maybe you are a little more advanced in your keyword research but I have definitely found, well, let me tell you this little story.

I wanted all my kids to take code academy. It’s a free thing online where they will teach you HTML, DSS, and Javascript and I decided that I wanted my kids to do this. And they were all doing it so I decided to do it with them. And really I got faster and better and learned a lot of things because of it. Because I was self-taught, I didn’t necessarily know a lot of the

Jake: Shortcuts. Yeah.

Chauncey: So it was really quite enlightening. So if you are out there and you’re experienced, well let’s talk about some of the basics anyway. Step one, the keyword research, especially if you are a business owner is you need a list of your services. You need to know exactly what you do.

It’s very common that we’ll talk to a business and the business will be all … oh you know, we do this and that and stuff like that. And I’ll be all, no, I do not know what stuff like that is.

I am an SEO marketer but I am not the super intense knowledgeable guy of every industry across the entire planet. You need to be able to, there are certain things in your business that you need to be able to answer lickety-split.

What is your business name is one that we’ve constantly complained about, that people are all just all, oh my business name is Chauncey’s Doodads but over here, it’s Chauncey’s Doodads, LLC. And over here, it’s Chauncey’s Doodads and Wingdings and over here it’s Chauncey’s Doodads and Wingdings Emporium.

Jake: And they say, yeah, those are all right.

Chauncey: Yeah, that’s us. They’re like, what does your business license say, that is your business name. Go with that.

Jake: And if you don’t want it to say LLC, remove it.

Chauncey: Right.

Jake: You can.

Chauncey: LLC is just something that people put on there.

Jake: Here’s a little FYI. Federal Express realized, after several years of being a very successful business, that no one ever said their name ever so they changed to FedEx and that’s what they are today.

Chauncey: Yeah, didn’t KFC do that? I think they did.

Jake: You know, I don’t know. Maybe.

Chauncey: And then the new one who just did it in the news here is Weight Watcher’s is now which I find to be ridiculous because…

Jake: Please tell me they are

Chauncey: I don’t know, it might be. But it is weird that they shortened their name to two letters yet those two letters to say out loud are longer than their initial name. Weight Watchers and WW. So that one was probably not a good one.

So what you need is you need a list of your services. What do you do? In the case of, let’s say, a carpet cleaner, something I’m very familiar with marketing. You say, oh, I clean carpets and stuff like that. And you say, no, you don’t. You offer services. If you don’t know your services, for one, you can’t market or two, you can’t upsell. You can’t inform your clients of the other things that you do that they might need.

You need to have it at the tip of your tongue at any moment. So you are a carpet cleaner. You are a tile and grout cleaner. You are an upholstery cleaner. You might do blinds. You might do windows. You might repair carpets. Do you do rugs? You know there is a big list of potential services that you offer. That is the beginning of your keywords. So when you create that list of services, you say this is what we do. That’s my first part of my list.

Now the easiest, cheapest, free tool for taking care of this, the best tool is a paid tool called SpyFu, which is really good for finding out what your competitors rank for but it can be a little expensive. The easiest way to do this is to use Google’s Ad Words keyword, key finder tool.

So if you go to Google Ad Words, you create a Google Ad Words account, let’s say you are not going to do paid marketing. There is still a tool in there, up at the top there is a little wrench. You click the wrench and it’s the key finder tool. Or you can even, once you are logged in, search for ad words keyword finder and it’ll come up. You know, Google has an amazing ability to show their own results so it shouldn’t be a problem.

And you take your list of services and you pop it in there and it will tell you a bunch of other ideas of ways to phrase that you can use. And you go through that list. This part can be a little tedious. You go through the list, maybe there is 250 on there and you end up cleaning out 150 but I mean, if you got something better to do than market your business, then you might want to get a job.

Jake: And you know, Chauncey, when you taught me how to do this, you showed us how to make a spreadsheet and go through all of those keywords very categorically and say, it’s a keeper, don’t keep, or manipulate.

Chauncey: Right.

Jake: So a spreadsheet might help.

Chauncey: A spreadsheet always helps. I know it’s not fun. And you know its odd, a lot of people have a hard time using them. We should get some sort of article on our website on that really sort of helps people sort of set up a basic spreadsheet so that they can understand how to track some stuff because a lot of people are scared of Excel.

Jake: That’s so true but I have to say, if you are a small business owner, you need spreadsheet skills. You just do.

Chauncey: Right.

Jake: They are immensely helpful.

Chauncey: Yeah, you don’t need to a little math. You know, you can do it all manually. You don’t need to set up equations and all that other stuff that spreadsheets can do. You know I read some statistic about Microsoft Word. This must have been 10 years ago because I don’t use Microsoft Word, I use Google Docs. It’s got the same stuff only online. And it said that most people, like 90% of people only use 10% of what Microsoft Word is capable of doing.

Jake: Yeah.

Chauncey: And this is the same case for Excel or Google Sheets and stuff like that. You don’t need to know it all in order to do it. You just need to put it in there and you need to track it. This takes us back to our last part. If you don’t know where you were, you don’t know if you’ve got it.

Jake: Yep.

Chauncey: So you pop this into the keyword finder in Ad Words and there are two options there. One option will tell you other keywords suggestions and one option will tell you the value of the keywords that you just put in. Now if you are looking for keywords suggestions, it’ll tell you some of those values anyway, past values. But if you are looking for the value specifically, it not only tells you the past values but it gives you a forecast of what things that those values will become.

Now a lot of that is getting advanced so really what you need to do is you need your list of services, and you need, in order to get some keywords out of that, you pop it into the keyword finding tool and sort of, I think this is the second time I’ve used this word today, cull the list down to the healthy ones. I watch a lot of scary movies and culling the herd is this recurring term and I end up like getting it stuck in my head.

Jake: Kill the little ones.

Chauncey: Right, that’s terrible but you know that’s prime. You know, kill the little ones but also kill some of the big ones. So you’ve got to get rid of those big ones that are just too high up for you to compete with. You know, if you are just getting started, there are some guys and some terms that you are just not going to compete with.

Now you need your overarching terms, which are your services, so like, let’s say you are not going to compete for carpet cleaning because you’re not in there yet. You still need that term to be the top to start filing some of those terms that you are going to compete for underneath it because that is the end all goal and ultimately, that is what you do. So it has to be your term. But there are some.

Jake: And a really common thing, what Chauncey is saying is you might want to start out with some long tail keywords instead of going after carpet cleaning, say, carpet cleaning in your city. That’s a great way to not go after the big keyword right off the bat.

Chauncey: Right, or quality carpet cleaning or I need a carpet cleaner or stuff like that. Yeah. Absolutely. So also, we’re about to come upon break but I’ll throw this in. In that keyword finder tool, this is sort of your first step to checking what your competitors are searching for. You can pop in your competitor’s URL and it’ll give you suggested terms for them based off of the content of that URL and that’s your beginning step for also finding some terms because you can say, hey this guy who is super successful here locally is ranking for these terms.

The Basics

  • Know What Services You Offer
  • Be Consistent With Your Business Name

Free Keyword Tools

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