Keyword Capitalization

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Welcome to Marketing Transformations Network News
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September 1, 2006

Hey there:

Are you ready for the long weekend?

Here in the US, most of us have
Monday off. This is, offically,
the last long weekend of the

To read what I’ve been up to,
check out of this message now
and check into
Don’t worry, you’ll find this issue
posted right up front for your
reading pleasure.

If you’d rather stay with me,
let’s get going.

I’ve read that when you write
an ezine you should write to
one person, but there are so
many of you that sometimes
it’s difficult to narrowly
define my focus.

Perhaps you have
the same situation.

You’re communicating
to a wide variety of people
– all day long.

You have to answer to
your email box, your phone(s),
your family and anyone you
encounter as you move along.

Today, I had to make an
appeal to the construction
crew at the end of our block
to let me through.

Talk about feeling trapped!

One way to narrow your focus
and reach your audience
is through keywords.

Now, for those of you who
aren’t quite sure what a
keyword is, here’s an easy
definition: single words or
short phrases that serve
as markers and make it
easier for people to find
you on the Internet.

How do keywords work offline?
Same way.

When you crunch down exactly
what you do into a handful of
words, you simplify your

On our AM2Gold call this week,
Armand Morin talked about
finding keywords by going
to online portals, such as

Guess what?
There’s no marketing category there.

There IS a direct marketing category, though.

When you start browsing through
online directories –
or even your printed Yellow Pages –
you find that categories allow
people to select, sort and prioritize.

That’s why it’s so important
to know what your keywords
are before you do anything –
like launch a site, list your
business or even design
your business cards.

You can match your business
up to categories when you
need to.

To advertise online, you’ll need a
finely-tuned and client-oriented
keyword list.

That’s where Google comes in
to help you do your research.

Want to know what people
are searching for when
they find you (or your competitor)?

It’s easy, go to:
and type in the site’s URL.
A list of suggested keywords
pops up.

Check the traffic flow for
suggested keywords by going to

What if you’re top-ranked,
but no one’s searching
for that term?

It’s more important to find out
what your audience is looking for
than to say you’re number one
on a search that isn’t relevant.

Using keywords can optimize your PR Web results . . .

Last week I got some one-on-one
time with PR Web. They called me
to find out when one of my clients
was going to do a podcast.

Since I had them on the line,
I asked how I could get better
rankings and better results
with my PR Web releases.

After getting patched through
to an account rep, our 45 minute
conversation came down to one
word: keywords.

You have to start at the end before
you can get to the beginning.

Watching the keyword searches
come in for our releases is interesting
and often leaves me wondering
how in the world did I do that????

It’s so fascinating that I decided
to go into more detail in a new PR
series premiering in October.

The dates are set and my first
paid preview call is in place.

So stayed tuned.

That’s it for this week.

Here’s to all the heroes at work in America on Labor Day!

Wishing you much success ~


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