Using keyword commands to get into the Brains of your Customers
Doing some keyword research for our project i found a very interesting tactic, completely by accident. You might be aware of it, however, it is all new to me.
[you'll need to use Google Keyword Tool]
When doing keyword research for a particular industry, before your main keywords add questions:
- What
- Why
- Where
- How
- Who
- Is
Google will produce actual questions people searched for in your industry.
Lets take “credit card” with “what” and “how” as an example:
what credit card (151 results, Google Tool)
- what is a good interest rate for a credit card
- what can credit card companies do
- what to look for in a credit card
- what is an unsecured credit card
- what is the best credit card to have
- what is the best credit card
how credit card (151 results, Google Tool)
- how to pick a lock with a credit card
- how to lower credit card interest rates
- how to close a credit card account
- how to calculate credit card interest
- how to get out of credit card debt
Those are real questions that indicate real concerns your potential customers have. If your site doesn’t answer those questions, visitors will head back to Google and forget your existence.
A proper research can give you million buck intelligence of the target market.
A run for all main keywords with: “why, what, who, how, where, when, is” - will let you sniff out content structure and content ingredients that will resonate with the targeted audience and more importantly address their requirements to confident in buying your stuff.
Using SEO Book to uncover thoughts.
You can also use the SEO Book Keyword Tool for the same purpose(fueled by WordTracker). Though it does not get as detailed and precise as Google you can still extract some valuable data. This is how we do it:
- Plug you keyword and simply click on the keywords to drill deeper. At some point you will start seeing 4-7 keyword searches that represent real intentions, questions and concerns.
- Copy keywords that have clear intentions/questions/imply to concerns.
The goal here is to build a small database of intentions and concerns your target market has. Don’t worry about SEO, it doesn’t matter at this point. Combine SEO book with Google’s: “what, why, where, how, when, is, who” commands.
Vuola! You got yourself intelligence no focus group will ever match. Let them hunt for leftovers, you know where the real data is! 
The use of keyword intelligence in constructing your persuasive architecture.
For the main page landers, you can use biggest concerns as attention baits, pulling readers deeper into your offering.
The benefits can be constructed around intentions. Since visitors have very specific intentions, it is wise to do a run for the benefits that only heighten the experience of intention coming into being.
Direct questions extracted from Google serve as separate page material for the the overall persuasion architecture, answering potential questions visitors will have. Anchor those pages into links from within the copy, SEO the page a bit and you got plenty of useful and SEOd content.
Questions answered for visitors, more content is added for Google, more landers on the site – you’re one happy fellah getting conversions!
More on architecture at Grokdotcom.
Good luck.
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