Keywords and Target Markets

Web Design

Web Design






How to find your target market using keyword research…

One of the most important tasks you’ll face in creating your web site is whom to invite to the party, so to speak. In other words, who are your visitors and your buyers? Keyword research is the key to a well designed website, being comparable in its effect on your business’ success to the location, layout and design of a brick and mortar store.

As Jakob Krug so aptly put it in his must-have book about the precepts of web design – Don’t Make me Think – pretend you’re a member of a ski patrol who is looking for lost skiers your job is to find people who are looking for you! Except in this case, the tools of your search are words rather than things. The big question here is: which method(s) can be employed to make this search into something pother than a futile attempt to find a needle in a haystack.

Read on for Mark Nunney’s finely tuned program for finding those keywords that will give you a fighting chance or more at attracting qualified traffic and ready customers to your web site.

 Find your website’s target markets
by Mark Nunney

In an extract from his new book, Wordtracker Masterclass: Keyword Research – how to deliver visits, response and profits to your website, Mark Nunney shows how to start your keyword research for a new site by first finding and then prioritizing your target markets and the keywords associated with them. Keyword research for a new site can start with a process called the Keyword Research Funnel that goes through the following five stages:

1) Find target markets

2) Prioritize target keyword niches

3) Create first content

4) PPC to verify target keywords

5) SEO for verified keywords


Then when your website has organic non-paid search engine traffic, you can move on to the Keyword Research Circle of Response.


In this article we’ll look at step 1: Find target markets. You can learn the details of the full process of keyword research for new and established sites in Wordtracker Masterclass: Keyword Research.


Finding your target markets for search marketing involves finding their associated keywords – the words and phrases used to search Google, Yahoo and Bing.


You are looking for big markets at the start of your keyword research process. So if you are selling cars, the markets might include cars, family cars, sports cars and ford cars. Later you’ll move from target markets to target keywords. Those will come from within your target markets’ keyword niches like family cars. Eg, cool family cars or big family cars. You’ll find those later in step 2.

Keyword research starts with seed keywords
Seed keywords are the core of a market or keyword niche. Eg, the seed keyword of the donuts keyword niche is donuts.The donuts keyword niche is all keywords containing donut, including glazed donuts and chocolate donuts..You might sell chocolate and start with, well, chocolate. Start with chocolate. You might expand and find more seed keywords like gourmet chocolate, chocolate desserts and organic chocolate. These keywords are all markets (as well as keyword niches) that you might target and build content for on your site. But always follow this rule:

Only create site content you would want whether or not it brings traffic or response. So no work you do is wasted. Think about this when you are considering a possible target market. Do you want the content required to target that market on your site? Let’s explore some different ways of finding possible seed keywords

What are you selling again?
Ask yourself what you are selling and write down relevant products and markets. Perhaps you and I together are launching a gourmet tea site that sells tea, including:

green tea

oolang tea

herbal tea

black tea

white tea

yellow tea

specialist tea

Always ask yourself how these subjects might relate to the keywords customers search with. No detailed research is required yet. I just want you to keep reminding yourself that you will be looking for the keywords your customers use. Save all these potential target keywords in a file called Potential Target Markets.

What do you and your employees and colleagues think?

Think beyond the products you sell. Consider problems you solve and related subjects that people talk about and want to know about….You are an expert in your field. Write down relevant words, subjects, products, etc.Imagine you are an osteopath – you might write down some possible seed keywords like these:

back pain



neck pain

Add the ideas you like to your Potential Target Markets file.

Listen to your customers
Listen to the words your customers use. Read their emails. Look at forums, Facebook and other social media sites. The words people use are the words they will search with. Your potential customers might say physio, physician, doctor or back doctor. Back to tea: customers might be asking for zhu ye qing green tea or porcelain tea sets that do justice to their gourmet tea.

Add the ideas you like to your Potential Target Markets file.

Read the best and most popular relevant websites Search Google with a seed keyword you like. Eg, osteopath or chocolates or tea (I’m running three examples here side by side – you can handle that, can’t you?). Also make searches like these:




chocolate blog

osteopath blog

tea blog

chocolate forum

osteopath forum

tea forum

chocolate help

osteopath help

tea help

chocolate community

osteopath community

tea community

Read the resulting websites that most impress you and take notes about the subjects they cover and the relevant words they use.

For a chocolate site you might find:

luxury chocolates

belgian chocolates


hand made chocolate

Or for the osteopathy website:

cranial osteopathy

sports injuries

visceral osteopathy

trapped nerve

lower back pain

And for tea:

black tea

brewed tea

green tea benefits

oolong tea

cream tea

Always be looking for subjects and words that are relevant to your business. Add the ideas you like to your Potential Target Markets file. Always be asking yourself if you can use possible seed keywords in content that you’re happy to have on your website. Eg, articles, blog posts, news stories, videos, photo collections, product pages, etc.

For example, perhaps you find the market niche strawberry chocolates but don’t sell strawberry chocolates. You might still write about strawberry chocolates in the hope of selling something different to those searching for them. But chances are you have something more relevant to write about. And is our gourmet tea site going to write about cream teas?

Create a new Project and a Potential Target Markets List in Wordtracker
You’ve been saving all your possible target keywords in your Potential Target Markets file.You’re now going to put them into a Wordtracker List inside a new Wordtracker Project like this: Create a project in Wordtracker from the dashboard. Enter your Potential Target Markets keywords into the  Keywords Tool as seed keywords.Look for your target markets in your results and save them to a new List (Potential Target Markets). Select those you want to add (with the check box.)

Use Wordtracker Keywords Tool’s Related Keywords Tool
I like all the methods given so far but Wordtracker Keywords Tool’s Related Keywords Tool is my favorite. I’ll call it the Orange Tool because, er, it’s orange and ‘Wordtracker Keywords Tool’s Related Keywords Tool’ is a bit long. To use the Orange Tool, you simply enter a single seed word (or phrase) and get up to 300 related keywords back. The image on the following page shows the first 21 results for separate searches with chocolate, osteopath and tea.

… if you dig down then you’ll always find plenty of interesting keywords. Plenty of keywords to consider there. If any look like a potential market then …click ‘search’ next to any keywords you want to add to your Potential Target Markets List. Then click ‘Search & Save’. The results will be a search in the Keywords (Blue) Tool from which you can add wanted keywords to your Potential Target Markets List as described above. The Orange Related Keywords Tool is a simple thing but it found the following potential target markets for our tea site:

herbal tea
black tea
green tea
white tea
organic tea
loose tea
tea gifts
iced tea
gourmet tea
oolong tea bags
herbal flavored tea
rooibos tea pots
specialty tea
tea leaves
loose leaf tea
earl grey

Keywords for content ideas
Whilst researching, you may see keywords that give you ideas for content on your sites but don’t fit into your chosen target markets. Save them to a new list called, eg, Tea Content Ideas. For example, I’ve just seen the keyword strip teas – a misspelling of striptease. I don’t know how yet but I think I can find a way of using the resulting pun in the headline of an amusing blog post. If that post works well and other sites link to it using the title then our tea site will get inbound links containing tea in their link text (which is a good thing for our SEO). Similarly, I found honest tea and proper tea. And honest tea, everyone knows that all proper tea is theft, don’t they?

Choose your target markets
You can spend forever adding keywords to your Potential Target Markets List. Much better to push on. Make adding to this list a permanent process but for now – get to the party. (If you later find any other keywords you like then you add them to your list and put them through this same process.)

Time to review your Potential Target Markets List. You may have got carried away and added keywords that aren’t relevant enough. If so, delete them.

All remaining keywords should be relevant to your products and services and worth targeting. But you can’t do everything at once. You must prioritize. You must pick a list of markets to target. To do so, work in a duplicate (copy) of your Potential Target Markets List.In Potential Target Markets (copy), select 5-15 keywords (the specific amount isn’t important) for a new Target Markets List. Move your selected keywords to a new list and call it ‘Target Markets List’. Use just two criteria to choose your Target Markets List:

1) Appropriateness. How likely do you think it is you can sell your products to those searching with keywords in the potential market’s keyword niche? Eg, can you sell iced tea, organic tea, Japanese tea, cream tea?

2) Size (number of searches). The size of a market is of interest because inside big markets (big keyword niches) we are likely to find smaller keyword niches that we can compete for. These will contain the actual keywords you target.

Our tea site example now has 10 target markets. Those search figures are Google’s estimates of the number of monthly searches with keywords containing those shown. Google uses a sample of real searches to make its estimates.

In step 2 of the Keyword Research Funnel – prioritize target keyword niches – you look at the same keywords using Wordtracker’s database and the figures will be quite different. Wordtracker also uses a database of real searches but the search numbers shown are the actual number of searches in the database (no extrapolations or estimates are made). The specific numbers are of little interest. All we want at the moment are some clues that there are searches being made and rough ideas of relative size.

This is just the start. Next …
In step 2 – prioritize target keyword niches – you’ll find perhaps 5-10 target keyword niches within each of your target markets. Eg, you might choose green tea benefits from within the green tea keyword niche. You can learn how to do that and the rest of the keyword research process in Wordtracker Masterclass: Keyword Research – how to deliver visits, response and profits to you website.

At Last, Keyword Research Made Simple!

Introducing a real-world guide to turning keywords into traffic, sales and revenue for your business: In Wordtracker’s new e-book, Wordtracker Masterclass: Keyword Research – How to deliver visits, response and profits to your website, you’ll discover how to:

• Build an effective keyword research strategy for SEO and PPC

• Use keyword research tools to minimize costs and maximize results

• Multiply your existing traffic and response

• Uncover profitable, yet undiscovered, niche markets

• Pinpoint those keywords that will bring you the greatest return

• Build on existing successes by exploiting the long tail of keyword research

 …read more expert articles on SEO by Mark Nunney at


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Build Trust Online

building trust online


Build Trust Online

Build Trust Online was originally published by  as How To Build Trust In A Skeptical Online World…
Another invaluable tutorial  by Yaro Starak. His message? To build trust online takes some work but will give your web presence a solid foundation and (give it) a “leg up” in your quest for qualified traffic and eventual buyers.
The secret? “…demonstrable proof of your legitimacy.”
“At first, this email made me laugh, but then I realized a very important business lesson was presenting itself that we should be reminded of as often as possible. It’s so important, you’re probably losing potential customers right now because of it.

Here’s the story…

Fran Kerr from the blog High On Health forwarded me an email from a person who decided NOT to purchase her ebook and wanted to explain why.

I won’t publish the entire email here, but the basic premise is that this person decided that Fran is a scammer.

She even went so far as to do research on Fran’s domain name, where she found my name as the owner (I came up with the name for Fran’s site and registered the domain under my domain registrar account too). She then looked me up, found out I was some guy who calls himself the “blog traffic king” and had possibly created this entire fake persona of Fran in order to sell an acne treatment ebook.

You can see why at first I had to laugh. That’s one serious conspiracy theory.

Given that I know Fran in real life and have watched how hard she has worked over the years to help people, and how legitimate I thought her website appeared to me, I couldn’t imagine how someone could have so much distrust.

Trust As A Conversion Agent

Behind every transaction there is a level of trust demonstrated by the purchaser towards the seller. If that trust isn’t there, then the purchase doesn’t happen.

As you can see with the example of Fran’s disgruntled prospect, some people are always looking for a scam. There are those who enjoy a sense of pleasure “hunting” to see where the scams are. Unfortunately for these people, they may bypass quality products and services because of how much they distrust everything, where they might actually end up meeting their needs if only they decide to take off the paranoid glasses long enough to give something a chance.

Then again, given that there are many scams out there (definitely a minority, but a few bad apples can spoil it for everyone), people have a right to be wary and do research to see if whom they are buying from are legitimate.

If a person has gone through a buying experience online that ended in disaster, or just heard bad stories from other people or the media, it’s not that unrealistic to expect a level of paranoia from your prospects.

While you can safely disregard the extremely paranoid people as they are not likely ever going to buy from you, those prospects who you might call “swing voters” need to see demonstrable proof of your legitimacy before they are going to purchase. Implementing just a handful of techniques to convince people of your trustworthiness, can mean the difference between business success or failure…”Read the entire article at

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Niche Website Success

Niche Website Success by Lisa Irby

Aim small, miss small…

Words,words,words…or better yet, keywords,keywords,keywords.
the fact of the matter is that some keywords cost more than others when you’re going “pay-per-click,” and those that stand to convert to the highest ROI cost much more than the small or even medium-sized business owner can afford. So what’s ma serious starting entrepreneur to do to hold his or her own against the well-funded “big boys” in the daily struggle for high organic search rankings, ample qualified  traffic and conversions to/for your e-commerce site?

Find a niche?

Find a niche that offers products and services that a profitable demographic sub-segment wants and find the right long-tailed keywords to serve them at a ppc cost you can afford.

Lisa Irby at has given us yet another valuable set of useful and practical insights into web development and internet marketing: her e-book on niche website success.



Click Here to download “Niche Website Success” by Lisa Irby

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SEO tips and web site makeover

responsive web design

Web design and SEO guru pat Flynn has given us a series of extremely useful video tutorials on his YouTube channel  “Smart Passive Income.” Among the many topics covered are rapid traffic-increase strategies for bloggers, how to increase traffic to your website, the do’s and don’ts for SEO in 2013, how to build an email list, and traffic conversion/subscriber optimization and how to be everywhere…building a brand by thinking outside the box.

In this tutorial about home page design, Pat invites  fellow web consultant / teacher Derek H. from to analyze Pat’s website, .

Watch video about home page design

Among the recommendations made are:

1)      Begin the “About” page with an explanation of what your blog can do for the reader instead of a description of who you are.

2)      More email opt-in forms.

3)       Remove distracting side bars from resource pages.

4)      Put yourself in your site visitors’ shoes.

5)      Click here to watch this informative video:

For those of us who are trying to get a successful email marketing campaign going, here is Pat’s advice:

Focus on the quality of your list


If you want to build an online business, you must focus on starting and growing an email list—now.

If you don’t know how to start building a list, don’t worry. I’ve got you covered: check out my 72-hour 100 Email Challengebelow.

Before I get deep too deep into the resources, I first want to share the biggest lesson I’ve learned related to email marketing: it’s not the size of your email list that matters, it’s the quality of it.

Focus on quality over quantity. A strong business solves problems—focus on finding the people who have the problems that your business solves.

I’ve seen businesses with less than 200 emails have 5-figure product launches! How? Because those business owners focuses on growing an email list with the right kind of people, and they served them with the right kind of product. Whether you’re into affiliate marketing, creating your own products, or even if you aren’t sure what you’re going to sell yet, start connecting with your audience now.

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Web Design and Bus Riding

modern bus

Web Design and Bus Riding – what do they have i common?

I had a “flash,” an insight into web design while riding on a city bus the other day.

I’m going to draw an analogy between the process whereby a bus passenger signals to the driver to that they want to get off the bus at the next stop and the placement of buttons and other navigational aids on your web site. This particular bus system does not offer riders the use of the standard pull cord for signaling the driver.

To signal the driver there are little yellow buttons that are placed all over the passenger section, along with buttons on either side of the rear exit door to allow passengers to open it when the bus has come to a stop and they need to exit. On two occasions I have seen passengers get anxious and frustrated when it came time to both signal the driver and open the rear doors, possibly afraid that they would miss their stop (fortunately, in both cases the driver came to the rescue). There was no prominent signage (if any) instructing them in how to do so.

It is quite possible that these passengers were looking for the traditional pull-cord that is still used for “stop-signaling” and they quite possibly assumed the exit door was either manually operated or would open automatically at each stop. One aspect of the analogy I would like to draw between good web design and this bus is this: in both cases you have buttons that need to be clicked on in order to get to your next stop, and in both cases confusion and uncertainty can cause problems for the people who need to click on them.

To get more specific, here are some useful conclusions that can be drawn from that bus-riding experience and applied to web design:

Simple site navigation is best

1.)   Make your site navigation simple enough to be understood without hesitation. Think of a complex and busy freeway interchange with a lot of choices. As a driver who needs to pick an exit in this situation, you don’t want to have to think. You want to be guided clearly. As a web designer, you want the signs to be big, bold, and unambiguous. You also want to prepare your visitors (drivers!) as far in advance – whenever advisable and possible – for upcoming choices. I was a big city cab driver once (the analogies between that job and web design are almost endless), and missing a freeway on- or off-ramp can make for an unhappy customer as well as time and money lost for the driver.
2.)    When in doubt, “dumb it down.” Even the most circuitous navigational path boils down to one or more either-or(s): are they going to click on the link(s) you want them to click on or not. Treat your web page links like those exit and stop buttons on that bus. A few easy to read and prominently placed signs on that bus telling passengers to click on those buttons would have done a lot of good.

3.)    Don’t let your visitors get lost. This, in principle, is the thing you want to consummately avoid. It doesn’t take a heck of a lot of design and rethinking to do this. Imagine yourself panicking in a big box store with no one to help you when confronted by 50 or more aisles and a whole lot of different product sections. You just need someone to help clear up a few questions/some low-level confusion and your intelligence begins to kick in and solve the problem for you. A few strategically placed buttons on your web pages can do wonders. You don’t have to be Sherlock Holmes…just pretend you’re organizing your closet or the desk in your home office.

4.)     Go over navigational directions and pinpoint those ambiguous areas and points. Use design…text and graphics to meet your lost site visitors where they are…in their emotions. Breadcrumbs can help greatly here, and don’t forget to remind your visitors often of where they are and what they are there to do!

5.)    They may not have “bounced” primarily because they decided that you didn’t have what they were looking for. In fact, like those bus passengers, they weren’t in “think mode” at all. They were feeling. They bounced because they were afraid of getting lost.

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Submit Your Site for Free

How to submit your site for free

…from SafehouseWeb/
Safehouse Web offers Content creation, SEO services, web advertising and website development. They are located in Hollister, California and can be reached at 831.205.0077 or 408.634.4932 /

Submit Your Site For Free

The first step to getting your site online and to get better rankings in Google is to submit your URL to search engines. An example of an URL is Eventually the search engines will find your site but this will help expedite the process.

Once you submit your URL, it could take several days, weeks, or months for the search engines to index your page(s). Results may vary so don’t write this in stone. Factors such as other websites pointing to your site can affect this time as well.

Submit your URL to Google:

1. Go to the following link:
2. Type in your URL, example:
3. Enter comments about your site. This is optional. Usually I enter the genre of the site and a few keywords. Example: Website design in Hollister, CA.
4. Enter the captcha text shown in the box
5. Select “Add URL”

Submit your URL to Bing:

1. Go to the following link:
2. Enter the captcha text shown in the box
3. Type in your URL, example:
4. Select “Submit URL”

Submit your URL to Yahoo:


1. Go to the following link:
2. Click on “Submit Your Site for Free”
3. You will be redirected to Bing. Follow the on-screen instructions for submitting your URL.

Submit your Sitemap to Ask:

**UPDATED AUGUST 2012**Ask does not have an URL submit feature. Until recently, you could submit your sitemap to them. But has now retired this feature and says they will be crawling sites instead. So, the next best thing is to add a directive in your robots.txt file that specifies auto-discovery of the XML sitemap.

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Test Results for Good Landing Page Design

landing page designTest Results for Good Landing Page Design

Good landing page design is very much a question of simplicity and easy navigation. What are the key elements of good landing page design? This artricle takes a good look at test results for good landing page design and explains how you can use these results to improve your website.

We’ve all heard different takes on landing pages; what they are, how to make them better and what they need to be. Presumably no one who has ever had an e-commerce web site would argue with the following proposition: good landing page design can make you or break you. One prescription emphasizes the need to stick to the “one-function-per-page” rule for the sake of easy navigation and visitor psychology. Don’t distract your visitors either visually or conceptually and they will be much more inclined to view the whole page and answer the call to action that is offered there. Another good rule – or rule of thumb – tells us to make sure that all text, and especially the title tag and headlines, are optimized for the referral keyword(s). This too makes a lot of sense, and is a prime mover in bringing relevant traffic to your web site. As someone who has worked in the travel field, I know that when we get to where we are going we want to be sure that it jives with the expectations we had of it before we got there.

All these elements are important.  The overall design of the page, however, is just as important; and a  “persuasive momentum” that guides the visitor along the path you would like them to take until it comes time for you to ask them to take action is still the winning ticket in web design and landing page optimization.

The only way that one can be reasonably sure that a landing page will work is to prove it through the right kind of testing, and this is precisely what Jon Powell, the Senior Manager of Research and Strategy at MECLABS,has done.

John Tackett has written a magnificent short, sweet, concise and extremely helpful analysis of landing pages and what it takes to get them right, using Mr. Powell’s test results as his starting point and foundation.  Showing six “before-and-after” pairs of landing pages along with the percentage of improvement for each redesigned version he emphasis “page flow” and simplicity as two key components of a successful landing page.

For a really good tutorial on landing page design go to:

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Why Many Blogs Fail



Why do so many blogs fail in the end? Online businesses are no different from offline ventures where it really counts. Both demand a quality product, a well-targeted marketing campaign and a willingness to do serious promotion of your products and services. Continue reading

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Lisa Irby…web guru


Lisa Irby is a truly amazing web guru.

I have spent hours watching her instructional videos on YouTube.

Just when I feel that I am about to get lost in the jungle of challenges that awaits (just about?) every budding web developer/marketer/web site owner, at least one of her tutorials comes to my rescue. This woman richly deserves the title of “Guru,” vis a vis her ability to give nuts ‘n bolts advice and place it within an easy-to-understand framework.

If you are a web site owner, SEM or SEO marketing professional or amateur, web developer, web architect, web designer, web  student etc. than I would highly recommend that you visit Lisa Irby’s main instructional website – – and subscribe to her YouTube  channel – 2 Create a Website.  I just watched her comprehensive two-part YouTube tutorial on building a successful niche website. As is always the case, I was helped immensely by her breadth of knowledge and (very rare) ability to combine experience-based “smarts” – she has been making a living for years as a web publisher – with a deep understanding of how the internet works.

For part 1 of this tutorial go to

SPECIAL OFFER! Save 50%* on Hosting Plans

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Great Videos by Michael Locke on Succeeding in Your Web Design Business

multiple computer screens

Great Videos by Michael Locke on Succeeding in Your Web Design Business Michael Locke ‘s series of YouTube videos for web designers are geared towards those who are in or who want to enter the profession of web design. Continue reading

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