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The secret to success in marketing and sales on the internet all originates from one key area – the keyword. The Keywords you use and focus your attention on are going to define the outcome of your website, whether your site successfully sells or whether it doesn’t. The volume of sales you make from you website is determined by the Keywords you chose and knowing the value of your keywords is the key to success.

When you start out in building a website, the focus most newbies have is to get lots and lots of traffic because traffic is the key and if you scour the web for advice, a lot of internet marketers will advise you to get as much traffic as possible. Well this is true, but unfocused traffic is as much value to you as using a spoon as a screwdriver.

The key to successful sales is to find out which keywords your target market are actually using and what the value of those keywords are in terms of sales. This is a hard thing to achieve when you first start out because most people will think they have to target generic keywords, and honestly, that’s a tough way to sell.

So let us take a practical example …

Our scenario is this we have written a book on How to Setup a Cleaning Business and we want to sell the book on the internet. In our scenario we want to sell our ebook for say $27 USD and we would like to make 5 to 6 sales per day, which means our daily revenue would be on average $135 per day. So our target on total sales for this product would be say $49,000 per year

With the right keywords we can easily achieve this objective, if we choose highly focused keywords where our target market will be.

So, here is the question. What would be the best keywords to choose for our book?

The first step in choosing keywords that are worth $49,000 per year is to be more specific in your target market. The first types of questions you should be asking is this.

What type of Cleaning Business Is It?

In this sample we will say that it is an Office Cleaning Business. We now go to WordTracker and have a look at using these generic keywords in their search tool like Cleaning Business, Start Cleaning Business and see what results we get.

You can try out the WordTracker tool for free so I would encourage you to try this out for yourself…

Type in the keywords mentioned above and have a look at the results. You will see some interesting trends. We have two sets of keywords that are virtually untapped in terms of competition but are highly targeted and they are –

How to start a cleaning business Hits Per day – 31 Google

Office cleaning business Hits per day 41 Google

Each keyword is focused keywords, but the best one for our book is in fact, How to Start a Cleaning Business simply because the keywords are focused on who our target market aimed at. That is, those people who want to start a Cleaning Business.

Many people who see just 31 hits per day will say, but that is not enough to make sales. Not true at all! In fact, there are two issues here, whilst WordTracker says there are only 31 hits per day in Google, we know from experience that generally it is much higher and we can test that simply by creating a small Google adwords campaign to see how many people search on that term per day. Generally we find that quality keywords like this will get around 60 to 70 hits per day on the average, even though WordTracker says there will only be 31.

Now here is the interesting aspect to this keyword the results mentioned is for just one search engine. If you look at this one keyword alone across the four or five major search engines such as Google, Alta Vista, MSN, Yahoo and so forth, you will now find that this keyword will generate 200 to 300 searches a day.

As this is a highly focused keyword, you would expect that your conversion rate on this keyword would be much higher than a generic term, possibly at high as 8 to 10% simply because people are looking for this information. The other key element to watch out for is the word FREE. My experience has been that any keyword that has the word FREE in it, is a sales killer. I have seen copy that works fantastically for focused keywords, but when we have incorporated the word Free into the keywords and brought in that targeted traffic we have achieved zero sales.

The basic rule of thumb for sales conversion is this –

A product that is for sale on the web we would expect:

$0 to $20 - 2 - 3 Sales per 20 hits Conversion Rate – 10%

$21 - $99 - 2 – 3 Sales per 100 hits Conversion Rate – 2-3 %

$99 - $1000 - 2 – 3 Sales per 1000 hits Conversion Rate – 0.2%

The reason the conversion rate goes down so much for the higher priced products is simply an economics reason however, this doesn’t have to be the case! For highly focused keywords you could achieve a 10% or 20% conversion rate on 100 hits for products in the $99 to $1000 product range. You will just have to find out where your clients are and target them.

For example, we have training rooms in a number of cities in Australia. We use highly focused keywords that don’t even rank in Google but our conversion rate is sitting at around 30% and most of our sales are in the $200 to $5,000 price bracket. The key here is focus, the more you know your market and where they hangout, the easier it is to sell to them.

Looking at our conversion rate of 2-3% and the fact that across the 3 major search engines, Google, MSN and Yahoo we would find that it would be quite easy to get 5 – 6 sales per day off the 200 to 300 searches done on those search engines using our keyword How to Start a Cleaning Business.

The other key reason why this keyword is so attractive is that there are only currently 12,000 competing websites. This means that to rank well, the amount of work required in building backlinks to get our website ranked well is going to be a lot less than if you were competing against a generic term like Office Cleaning which currently has 108,000 and over 1.8 million competing sites when not using a focused search.

When trying to build a Direct-Sales website using the search engines as your core traffic source ensure that you choose your keywords wisely as the amount of money you make will be totally dependent on the keywords you choose and invest your time in.

If you would like to Learn Copywriting or for Ideas Marketing Internet or looking for information on how to bake the Best Bread - Best Bread Machine Cookbook then please visit one of our links to find out more.