14 September 2016,

How to determine and use great keywords for search


Your content marketing has to have the right keywords if you want to be searched (and found) by the right people.

By James Myers, contributor

Successful Auctioneers please their sellers by pulling in a quantity of quality buyers.

There are a number of methods used in accomplishing this, including digital marketing. And it makes perfect sense if you consider that consumers perform more than 55,000 searches every second on Google. However, if you want even a fraction of those searches to land on your auction page, you have to use the right keywords in your content marketing efforts.

Ranking high in search is important because websites that land on the first page of Google search results get upwards of 90 percent of all the traffic on the web for that search. Keywords and keyword phrases, if properly utilized, move your pages higher in search rankings. It’s part of a search engine optimization (SEO) strategy that nearly all marketers are at least partially invested in.

Auctioneers shouldn’t be any different in using SEO strategies in promoting their brand and their auction events.

Myers Jackson, CAI, AARE, ITS, CES, promotes the fact that by using the proper marketing strategy, he can sell his clients’ properly faster than 99 percent of agents in the real estate market. He’s sold land, commercial property, cattle farms, hunting property and many others, and he does it through knowing how to attract buyers.

“What do Auctioneers want?” Jackson asks. “We want to be seen. We want to be visible.”

Choosing the right keywords is important, but so too is the placement of these keywords. For instance, if you write a blog about an upcoming auction for Civil War artifacts on your business’ website, and your research supports that your target audience will use the keywords “civil war artifacts auction” to land on your page, it’s important to use that exact phrase in the title, subtitle and in the first paragraph of your blog, due to Google’s algorithm for ranking pages.

“The number one cardinal rule is don’t guess your keyword,” Jackson warns. “You might get lucky, but you want to be exact.”

Jackson advises that Auctioneers use research tools to find the right keywords, such as SEMrush, which allows users to run free reports that show the top keywords in any domain that you enter. If you’ve got competitors out there (and what Auctioneer doesn’t?), you can use SEMrush to get a sense of the various terms they’re using to gain their ranking.

“We start out doing our keyword research,” Jackson said, “and you have to think about it – you have to think about it before you blog, before you put up a description for a YouTube video, you think about the phrase.”

The most trusted search is organic search, meaning, you aren’t paying anyone to promote your ad or your content – you’re properly using keywords in your content to drive traffic your way. However, paying to gain better search rankings is also a strategy that can work, at a price. It’s called pay-per-click.

“Pay-per-click is a search engine marketing tool that allows an Auctioneer to receive immediate search results depending on the keyword phrase,” Jackson explains. “Constructively administered, an asset may be at the forefront of the search results using pay-per-click.”

This business model is referred to as search engine marketing, or SEM.

Using platforms like Google AdWords, Bing and Yahoo, Auctioneers get a chance at a higher ranking, perhaps at the top of a search engine results page. However, because you can’t control how often or how many people click on the ad, you set a limit so you won’t go over budget. Once you’ve hit your maximum clicks, the ad goes away.

“Most companies that provide pay-per-click as an option (like Google and AdWords),” he said, “function in an ongoing auction atmosphere, and users have to bid for the best positions in order to stay on top.

“As Auctioneers, we all know what happens if we do not bid high enough.”

If this sounds like a viable marketing tool, Auctioneers simply have to open an account with a search engine product provider, like Bing, Yahoo or Google. Jackson said there are other providers out there, but these three hold the market share.

He advises Auctioneers to engage in a pay-per-click campaign research and study the analytics day-to-day. He’ll even check in on it multiple times a day to see where the bidding is on various keywords. If someone outbids you, your ranking will drop in search.

“Remember,” Jackson warns, “Google is in the keyword auction business. They encourage bidding on popular keywords. Use outside sources like SEMrush, Wordtracker, or WordStream.

“These companies may charge a little more, but they may give you better insights that deal with your specific campaign and your competition for the same word.”