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- [Narrator] I'm getting ready to buy a car,
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but if I simply search for the word "car,"
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I'm not telling you much.
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It's a very general term,
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and it could mean thousands of things.
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You don't know if I'm interested
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in new or used, buying or leasing,
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and even the search results are all over the place.
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This is why looking at individual words
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or very general words can be deceiving.
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While the word "cars" is searched on the most
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of (laughs) any word in the car category,
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it offers very little in terms of relevance.
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We honestly don't know what the searcher means
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with this single word search.
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It could be a BMW.
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It could be a local dealer.
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It could be a kid looking for a poster for their room.
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The only way to get intent is to look for more words.
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So, when someone searches
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for low-mileage, used BMW in Springfield,
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now we get the intent.
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We get the where, what, and the brand,
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and now that we can work with.
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The more words used in a search phrase,
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the more intent that it communicates.
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When you know the intent, you can use those words
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to optimize, label, and integrate into your content.
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It starts by making a seed list of search terms.
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A seed list is, oh, about 10 to 15 words or phrases
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that describe your business.
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In this course,
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I'm going to use the example site of Explore California,
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and I'm going to start my seed list simply by describing
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the tours, products, and services that they offer.
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It's mainly hiking, backpacking, biking, and nature tours.
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Think about these words from the standpoint of the searcher.
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What are they looking for?
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Then, look at your list
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and see how the searches progress from simple to lengthy.
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The progression shows us how searchers may modify
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or adapt their search and refine their term
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in order to get the results they need.
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The progression will also show you the stages
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of a searcher's thinking.
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Start by asking,
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"What non-branded searches bring people to my site?"
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Then, "Do those searches lead to other searches?"
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In my list,
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I'm starting with a general search, California hiking,
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and it can lead to many other detailed searches.
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Now, I call this the Disney effect.
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You see, people start by searching for a Disney vacation,
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and that leads to searches
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about flights, hotels, restaurants, what to do,
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what to see, what's nearby, and other recommendations.
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One search triggers dozens of other searches
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throughout the life cycle of that search phrase.
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In this way, work through the needs of your prospect.
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What need triggers their initial search?
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Is your product that search,
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or is it the result of other searches?
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Are there other triggers that start their progression
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and how they work their way to your product?
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Here's your assignment.
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Come up with a seed list of 15 to 20 non-branded keywords
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that you think people use to find your website.
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This is based on their need.
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How would people find you?
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