Identify and Protect Your Paycheck Keywords - 1 Identify and Protect Your Paycheck Keywords How to Find and Protect your "Paycheck Keywords" (what they should have told you in SEO school, but didn't!) It’s shocking: did you know that most people have absolutely NO strategy around their SEO? If you're serious about SEO then you're actually trying to generate revenue by ranking on specific keywords to generate leads and sales... If this is true, then WHY on earth doesn't anyone actually TRACK WHICH keywords generate their SALES?… and HOW MUCH revenue does each keyword produce? It’s seems pretty obvious doesn’t it? It's actually really easy to do… and yet nobody talks about how to do it...
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Identify and Protect Your Paycheck Keywords - 1
Identify and Protect Your Paycheck Keywords
How to Find and Protect your "Paycheck Keywords" (what they should have told you in
SEO school, but didn't!)
It’s shocking: did you know that most people have absolutely NO strategy around their SEO?
If you're serious about SEO then you're actually trying to generate revenue by ranking on
specific keywords to generate leads and sales...
If this is true, then WHY on earth doesn't anyone actually TRACK WHICH keywords generate
their SALES?… and HOW MUCH revenue does each keyword produce?
It’s seems pretty obvious doesn’t it?
It's actually really easy to do… and yet nobody talks about how to do it...
Identify and Protect Your Paycheck Keywords - 2
In this video you’re going to discover:
1. What are Paycheck Keywords and why tracking them is absolutely CRITICAL (and there are
quite a few reasons beyond the obvious ones that are important to understand)
2. How to discover what your Paycheck Keywords are using Google Analytics. (It’s easy when
you know how... but this is still a very confusing and complex topic that most SEOs don’t know
about and for which there is very little good information about how to do well).
3. How to set up a security perimeter or “Profit Watchdog” around your Paycheck keywords so
you know about any changes in the rankings of your critical Paycheck keywords as quickly as
possible, to allow you to act upon any changes (good or bad) as quickly as possible.
There’s a lot to cover... so let’s get started!
Identify and Protect Your Paycheck Keywords - 3
What are Paycheck Keywords and Why Tracking Them is Absolutely Critical
Why is tracking sales and revenue by keywords important?
Well, because… like everything in life… over 80% of all your income, your opt-ins, your sales,
and your profits will come from less than 20% of all your organic keyword traffic.
In fact, in practice it's much, much more than that. In one of our client's accounts we saw that
80% of all the income came from only 1.5% of all the keywords ranked for!
These small handful of keywords (usually less than 50 or 100 keywords), that pay ALL the bills,
that are responsible for practically ALL of your organic search engine success - we call
"Paycheck" keywords. They pay the bills. Everything else is secondary to these keywords.
These keywords mean everything.
As an SEO this has has two really important consequences:
1. You should focus on your Paycheck keywords and improving their rankings above all else.
If you have a keyword that's ranking in position #3, then just a single increase to position #2 will
result in an increase of over 40% in traffic and sales. That’s straight to the bottom line. Pure
Identify and Protect Your Paycheck Keywords - 4
profit!
If you have a keyword that's ranking in position #2, getting to position #1 will increase traffic and
sales by over 350%! That’s a nice little Christmas bonus right there!
Clearly, it's the best use of your time and money to focus on increasing the rankings of the
keywords that bring in the most sales - your PAYCHECK keywords, than trying to get a new
ranking on a new keyword.
That’s one of the biggest newbie SEO mistakes to make. To chase new rankings over rankings
that already convert but are not yet #1.
2. The second, and more serious consequence is that you should monitor and protect and
defend your Paycheck keyword rankings like a hawk.
What is true for focusing on which keywords to increase your rankings for also, unfortunately
works in reverse.
If you have a keyword that's ranking in position #1 and you drop to position #2 then your traffic
and sales for this keyword will fall by over 350%. That's cause for serious alarm!
Given that Google is constantly updating their algorithms (to the tune of over 500 updates a
year)… it's absolutely CRITICAL that you monitor your Paycheck keywords for any changes…
There are three good reasons for this... and some of them might not be what you might think...
Firstly, after a big search engine algorithm update (like Penguin, for example) most people
Identify and Protect Your Paycheck Keywords - 5
make the big mistake of just taking a look overall traffic levels… they frequently make the
incorrect and flawed assumption that just because traffic has not taken a big dip, that they are
OK. That the search engine algorithm angel of death has passed them by...
That’s a huge mistake! I've personally seen instances where traffic has actually INCREASED
after an update, but they have lost over half their income because their Paycheck keywords lost
rankings, while less important keywords actually increased in rankings!
Can you see how that might be a problem?
The second reason that you should monitor your PAYCHECK keywords for ranking decreases,
is that in a lot of cases it's not a Google update that causes a decrease in the ranking. It’s
actually human error!
Often the simple act of installing a new Wordpress Plugin (particularly a new SEO plugin) or
changing your theme, or a change that a web developer makes on your website can be
enough to cause widespread decreases in rankings.
The most common example of this is changing a theme which changes or modifies the title tags
for a website. This is one of the fastest ways to lose rankings across your site. Having a Profit
Watchdog to guard your Paycheck Keywords protects against human error as WELL AS
algorithm changes.
The third, and probably most important reason you should watch out for Ranking changes for
yoru Paycheck keywords is simple:
The earlier you catch a ranking problem that will directly affect your income the earlier you can
do something about it.
When the Penguin update occurred, hundreds of millions of websites were affected. Many
webmasters logged into their Google Analytics accounts, looked at their traffic levels, which
hadn't change much and made the mistaken assumption that they had not been affected.
In fact, some web masters didn't realise that their Paycheck keywords had been affected for
over 3 or 4 months!
Identify and Protect Your Paycheck Keywords - 6
The problem with this is that it can take 4-8 weeks or longer to recover from a search engine
penalty. When you add this time onto the time it takes to detect that there is a problem in the first
place, it could be 6 WHOLE months between a change happening and restoring your rankings
for your paycheck keywords.
This can spell financial disaster!
If you're making $3k a month from organic search, and your ranking changes affects your
Paycheck keywords so that you’re now only making $1k a month then the cost of this delay is
the $2k you could have been making times the 6 months it takes to correct the problem which is
a whopping $12,000!
As you can see - the cost of delay can be astronomical!
Clearly, setting a security perimeter around these valuable PAYCHECK keywords is critical to
detect changes early, so you can ACT on them early and reduce the financial impact of any
algorithm updates that negatively impact your rankings.
Identify and Protect Your Paycheck Keywords - 7
Part 2
OK. So, now that we WHY it’s so important to find your PAYCHECK keywords, HOW do we
actually find them and set up our “Profit Watchdog” so that we know when there are any
changes to our PAYCHECK keywords and can react to these changes quickly as possible?
The answer is to use some of the custom reporting functionality in Google Analytics.
Set Up Google Analytics on your site
Before we start this tutorial, you need to have a few things ready in order to set this Paycheck
Keywords system up.
The first thing you’ll need is to have Google Analytics installed on your website. Most people
watching this video should already have Google Analytics set up. This video doesn’t cover this
step as it can be different for each website. The process is pretty simple, however. If you don’t
have a Google Analytics account then you can sign up for one at
http://www.google.com/analytics
From there they have a range of tutorials to get the necessary Google Analytics “code” on your
website. If you’re using Wordpress then there a range of Google Analytics plugins that can
automatically add the code to your site in the right place.
If this is beyond you technically, then I’d recommend that you speak to your web developer, or
hire a programmer on oDesk or eLance.com to help you install the code onto your website.