Keywords MEMEs and Monikers
If you're trying to figure out how to find the most relevant keywords for your Video SEO Campaigns then you've come to the right place.
But this post isn't about the mechanics of Keyword Research. What you'll discover here is an extremely valuable asset, a keyword knowledge base, a conceptual framework that will enrich nearly everything that you do.
Some people over complicate Keywords, others confuse them and some folks are just clueless. Keywords aren't inherently evil, but they are apt to be misunderstood.
The term Keyword itself is somewhat misleading, because it suggests a single word. Yet, a keyword usually refers to short descriptive phrases.
Like a bad cop, keywords have a tendency to intimidate people and bludgeon creativity. Have your eyes ever glazed over trying to see through the keyword haze?
The problem with keywords, isn't because of the thousands of words you have to sieve through to find the best ones. It's not because Keywords have a threefold context that overlap and intertwine like a Persian carpet.
You have to use the most effective Keyword Research methods to discover the perfect mix of the right words.
Now that you've found your Keywords, you need to know how to use them to get high quality traffic. This requires framing them in a manner that is both orientated to your audience as well as the search engines. SEO copywriters, a rare breed, are paid a fortune to weave into creative content with relevant appeal.
Now you're ready to track and study your keyword analytic data. Measuring the performance of your keywords in the search engines is essential. Keyword analytic data helps you increase performance and leads to the discovery of new keywords.
The reason that you might get brain freeze from Keywords isn't because search engines don't want you to be too clued in.
Search Engines make billions from selling Keywords in manicured ad packs. They want you to know a little, but not too much.
These are certainly contributing factors that raise the keyword difficulty index. Yet, I believe the trouble with keywords goes much deeper.
You see, Keywords are tied up with how you think. They are so closely related to thought that they're hard to think about.
Keywords are bundles of habitual association that determine the tendencies of your searches and define the things that you search for.
Recognizing the key concepts hinted at by your Keywords will help you get into the mind of the searcher. When you understand where the searcher is coming from you can develop laser focused content especially for them.
Lets follow this train of thought a little deeper into the perplexing world of…
Mind MEME's and the Keyword Multi-Verse
Can you think without words? Aren't these inner words of yours actually keys that unlock ideas?
As elements of thought, keywords represent ideas, impressions, opinions, concepts and beliefs.
Keywords aren't just sitting on some forelorn list that's frozen in time, they're alive in the social mind. When a keyword hits a popular chord, it goes viral and trends with hypnotic buzz.
Have you come across the moniker, Memes? Do you know what a meme is? On the surface, Memes like; Cringeworthy, Rickrolling and Twearking, suggest that memes are in the same league as slang. But hold on, wasn't Rock and Roll just a 1950's Meme?
It may have been slang back then but what about now? Rock and Roll has pumped trillions into the economy, has it's own Museum and wrecked language barriers. People in China, Russia and Thailand are just as likely to know what Rock and Roll is as any red blooded American.
Ok, so what the heck does all this meme'ing have to do with your keyword research. Everything! Isn't the social context of your keywords, their popularity and trend potential, important?
Choosing your keywords requires intuition, experience and thinking outside of the box. You see, keyword research is more of an art than a science. Keyword research is the art of tracing words back to thoughts. In other words, understanding what goes on in the searchers mind by the keywords that they use.
Now, there's a reason that Memes rhymes with Genes. Memes aren't just verbal dribble-dribble drabble gone wild. The term Meme was first coined by Richard Dawkins in his book the Selfish Gene.
“A Meme is an idea that functions in a mind the same way a gene or virus functions in the body. And an infectious idea (call it a “viral meme”) may leap from mind to mind, much as viruses leap from body to body” Discovery News
Keyword Memes are hot topics and fashionable concepts that capture our attention. You might not realize it, but when your Sharing, Tweeting and Linking you're potentially helping to ignite a Meme.
The Media specializes in parroting political sound bytes, Memes. So Memes are often manufactured to manipulate public opinion.
For example, the American Republicans in Congress tried to rally support to abolish the inheritance tax. They failed. So they hired a wordsmith who changed the Keyword, “inheritance Tax” to “Death Tax”? What do you think happened? You guessed it, they passed the bill and got rid of the Death Tax.
It's not just the Keywords that you use it's the connotation they convey and emotional impact that they are likely to incite.
The study of Keywords as Memes and the Science of Mimetics would lead us to the fascinating realm of neuroscience. Yet, as tempting as it, this would take us to far out of context.
However, when time permits, I will pick this theme back up on my Subliminal Blog.
Keywords from Mindshare to Marketshare
Keywords have been around long before search engines. I remember digging through the library card catalog drawers, searching out lost knowledge in obscure book indexes, and studying references in concordances. All of which could not have been done without our dear old friend, Keywords.
When you think about it, aren't Search Engines just super massive dynamic digital encyclopedias? Without keywords, the internet would be utterly useless.
On one hand, Keywords represent mind-share and the other, they represent mini or micro-market segments.
Mind-share is what's at the top of your mind. Taking over mind-share is the dream of branding.
Mind-share is what comes to mind without thinking. It's like Freud's Free Association Method. I say a word and you say the first thing you think of. When I say ‘cola', would you say, ‘coke'?
How about if I say ‘Search'. What pops into your mind, Bing? Or was it Google?
This is a great place to draw a significant Keyword distinction, between Branded and Unbranded.
You see, Google is a ‘branded keyword' that holds the largest chunk of mind-share associated with the ‘unbranded keyword', Search. For Google, this translates into a massive majority of the global search market share.
Ok, now let's try it again. What comes to mind if I say: Apple? Did you think of the fruit or the company? How about Beetles? Did you think of the bugs, the band or the car?
With enough muscle, money and know how, brands can highjack mind-share. How about Madonna? If you did a search for Madonna, what results do you think would show up at the top of the page? Mother Mary or the Pop Star?
Unless your a Richard Branson with a Virgin Idea, your brand probably won't come to dominate the mind-share of something else.
Now if I say: “horned beetle”, I bet you didn't think of the ‘Hey Jude', did you? They're many different kinds of beetles and many ways to describe the nasty little creatures.
What would happen if you combined all the descriptive phrases, nouns, similes and semantic structures related to Beetles? If you were careful enough to include the Band, the Car and any other relevant Meme, you'd end up with the entire Beetle mind-share.
That might sound silly because we're talking about Beetles. Surprising as it may seem, Beetles did prove to be an extremely profitable Keyword to monetize. Yet, what if we're talking about other mind-share keywords that hold enormous market potential, like Solar Electricity, Video or Travel?
Google became synonymous with Search, and with Youtube it's pretty much has done the same thing with video. It is possible to catch a major Keyword Meme and ride out your market domination as long as it will hold.
Most of us aren't a Google, Apple of Nike, but we can still capture a small segment of mind-share that's relevant to what we do and whom we are. This brings us to Keyword-Mini and Keyword-Micro Market Shares.
In marketing parlance, these are called Niches. But, they really are Keyword based. So there's no need to confuse the issue by calling theme something else.
I want to illustrate this for you graphically, but I also want to get this post done before next year. I tend to go overboard, and my illustrations seem to take forever to get done. So for now the best I can do is come up with some colorful examples.
In fact, color is a great example: If the keyword ‘color' is the over-arching market term, then each of the primary colors, the Keywords; Red, Blue and Yellow would be secondary main-market terms.
So all the shades of Red, like, Rose, Vermilion, Crimson and all it's splendid variations, are each a Keyword mini-market of Red.
Following the same logic, a keyword micro-market of the color red, would be more specialized than its mini-market, like Light Vermilion, Dark Tiles, or Psychedelic Vermillion.
We can do the same thing with any main market keyword, but you'll find it's not nearly as simple. Take Music for instance. It's a particularly convoluted example. Music represents an amalgamation of many main-markets.
Keep in mind that everything that is associated with music has a share of the music's main market. Apple did tackled the music market with their iTunes, and the industry will never be the same again.
If you're a musician, the first thing that you'd want to do is break music down into several of the largest relevant categories. Identify your main market keywords. How about, Recorded Music, Live Music, Online Music or Music Compositions.
Then you can get more specific with something like Live Piano Music? If you play the Piano, then Piano Music would certainly be one of your main Market Keyword choices. Always start from the most general and work towards the specific.
Then you'll want to break it down into even smaller categories by perhaps including music genres, like, Live Classical Piano Music.
Now you can add another layer of specificity by including a location, like Live Classical Piano Music in London. You get the idea, don't you?
When you rank number one in the search engines for a keyword like, Classical Piano Lessons in South West London, you hold the majority of that keyword mini-market share.
Here's none-musical example that's close to home. When you search for “Video SEO Marketing” on Youtube, you'll find that one of my videos ranks first.
While it doesn't have the mini-market majority for the keyword Video SEO, it does have the majority of the micro-market for the keyword, Video SEO Marketing.
The next installment in this series on Keyword Research we'll cover Search Intent and much more.