What’s Wrong With Your Coaching Website (part 3)
In this post of What’s Wrong With Your Coaching Website, we will be talking about keywords. This will not be a post for webmasters, but a post written in everyday terms so everyone can learn from this post.
If your website is not being found in search engine results, you will not see any traffic coming to your site. Worse yet, you will not see any sales of your coaching programs. If they can’t find you, then they can’t buy from you. You must have the right keywords for your ideal prospect to find you.
In addition to this, if you are getting lots of traffic, but no one is buying your products, you do not have the right keyword. You need to “tweak” your keywords to get the right mix of traffic and purchasers.
But, before we explain that, I would like to start at the beginning and give a brief rundown of keywords.
For starters, what is a keyword? A keyword is a single word or phrase that helps search engines determine what your website is about. In turn, it helps people who are searching for a particular type of website find it without having to wade through many websites that are irrevelent to their search.
For instance, if you are selling goldfish bowls, you do not want to be grouped with websites that are selling dinnerware. You will not get any results from those searches.
Likewise, as a coach, you must make sure your keywords adequately describe what it is that you do.
In webmaster terminology, you may hear “long tailed keywords” and “short tailed keywords” used frequently. Short tailed keywords are typically one or two word phrases. Because they are very general, they are usually hard to get found in search results for. Long tailed keywords, on the other hand, can be several words grouped together to clarify search results.
Examples of short tailed keywords: “coaching”, “training”, “mentoring”
Examples of long tailed keywords: “life coaching in los angeles”, “becoming a life coach”
How do you find the right keyword? This is the best question anyone with a website can ask.
Maybe you have heard of Google’s free keyword tool. It’s a free tool for anyone to look and see how a specific keyword is doing in local and global searches. It is an excellent resource for beginners. But, there are several things people do not consider about Google’s free keyword tool.
1. This tool only gives results for Google Adwords. Adwords are paid keywords that advertisers use to buy their way to the top of the search engine results. If you do a Google search, you will see at the top “sponsored listings.” These are adwords, or paid search engine entries.
2. Google’s free keyword tool does not take organic searches into the results.
3. Most of the traffic from search engines is organic. Organic searches simply mean that the sites listed in the search engine results are there because of their site content.
4. Just because a keyword ranks high in adwords does not mean it is a good keyword for your site. The advertisers who buy adwords bid on them just like an auction. If there is a perceived value of a keyword, advertisers may rush into buy it and get in a bidding war. However, if no one is searching for that keyword, it is a lost cause.
5. Most of the people using search engines go to the organic results. I have seen statistics from several different resources, and between 43% and 65% of people who buy from a website, do so from an organic search.
6. Unless you are at the top of adwords, you will get less than 17% of the clicks for a paid keyword. The top spot on adwords gets 47% of the clicks on average. Unless you have a large adwords budget, you will probably be better served to focus on organic search results.
7. Buying an adword, even the top spot, does not guarantee you any results or sales of your products.
With all of the reasons I gave above, this is not a blanket indictment to stay away from adwords. It is a practical reminder to put things in perspective. Google Adwords is not the one and only answer to your keyword problems.
The best keywords are found through a composite result. If you are using a keyword tool, paid or free, make sure it includes both organic search results and paid search results. There are many on the market today. I personally prefer Market Samurai, but there are many others out there. Try several different ones and see which one you like the best.
When using a keyword tool:
1. Find 5 to 7 good keywords to start with. You want to find an easy keyword to get that will produce some revenue. And, you will want to find between 2-4 intermediate keywords that will produce higher revenue, but also take longer to rank for. This will not be impossible, but it will take some work to accomplish. Lastly, find the one keyword that is the highest ranking and most profitable on your list. This one may take some time to rank for, but will be worth it in the long run.
2. Make sure your keyword tool has a rank checker so you can see which sites are at the top 10 spots for the keywords you want.
3. Don’t just pick a keyword because it sounds good or “catchy.” It must be descriptive of your website and coaching business.
4. Don’t have preconceived notions about which keywords will or won’t be good. Use the results to guide you.
5. If you did not use a keyword tool to begin with and you have less than stellar keywords, change them.
Once you find the right mix of keywords, make sure your website is optimized for them. WordPress and Wishlist have built in SEO tools for website optimization. There are many other SEO tools available.
Choosing the right keywords doesn’t have to be the nightmare some make it out to be. With a little bit of research, you can be well on your way to moving up the search engine results.
5 Things to Remember About Keywords:
1. Just because you think a keyword is good doesn’t mean that it is. Do the research and find out what are the good keywords for your niche.
2. Use a keyword research tool that utilizes composite search results. To get a true sense of which keywords are good you need to factor in organic and paid search engine results.
3. Start optimizing your website from the organic side. Create relevant content that utilizes and optimizes the keywords you have found.
4. Once your site is established, you can use paid search engine results or Adwords to help you gain more traffic and clients.
5. If you have already created content for a keyword that is not profitable, rewrite it and repurpose it to your new “good” keywords.
If you have any questions, or would like to talk about this post, please email me at firstname.lastname@example.org
Wishing you More Clients, More Money, and More Life!
Co-Founder of 100 Coaching Tips