Develop HIGH
PROFITABILITY Topics

1. See if you can find reference to it with a quick scan of the top, left and bottom navbars (graphic or text links). If not
2. Do a quick find on the home page. Press on the control+f keys on your keyboard (command+f if you are using a Mac). Then enter “affil” (the first few letters is fine and reduces chances of a typo) into the box of the window that pops up. Try also for “assoc” (short for “associate”) and “refer” (short for “referral” or “referrer” program).
3. Use their search tool or online support chat (if they have one) or 1-800 line, or send them an e-mail. If they don’t have an affiliate program, ask if they are interested in buying pay-per-click advertising (more on selling pay-per-click advertising a bit later in this discussion)

QUICK TIP: You will tend to find merchant sites via the engine’s “directory listings” and content sites by reviewing the top 20+ search results.

Continue on for the remaining keywords, until you have completed all six columns for all of your high profitability “fashion”-containing keywords. Expected results?

• lots of good content ideas for the site
• some good leads to merchants who could need pay-per-click advertising from you a bit later
• a few merchants who have affiliate programs (but the real motherlode for affiliate programs will come in chapter 4!).

I can’t over-emphasize the importance of your master keyword list. Your entire site, including its most profitable directions, lies in this blueprint. If you find creating your own list (with a database or spreadsheet program) to be too daunting, and if a text list is too awkward, consider “Site Build It! Manager” software, which is included in Site Build It!

A powerful automator, work-organizer and time-saver, it makes the entire master keyword list child’s play.

How? It does the demand, supply and breakout windows (we talk about breakout below) for you automatically, turning hours of work into minutes, as it builds and researches an entire master keyword list for you. it even calculates the profitability of every keyword automatically. Its Find and Sort functions turn it into a powerful, high-yield tool.

For more information about Site Build It!, and to see screenshots of the awesome Manager in action, download the free SBI! Action Guide.

Overture’s Suggestion Tool and/or 7Search’s Related Keywords tools in your demand window generated many “fashion-containing” keywords, along with the DEMAND for each keyword.

And your supply window’s AltaVista or Google and/or Overture revealed the number of sites (i.e., the supply of sites) that provide information about each keyword, as well as a lot of leads to possible merchant-partners and even some ideas for content.

Now it’s time to pick the keywords with the best profitability. These will be the keywords with high demand (i.e., tons of searches according to the Overture Suggestion Tool) and low supply (not too many sites found at AltaVista or Google).

Eliminate any words that appear too competitive (i.e., supply is too high in Window #2 or bidding competition at Overture is too intense), especially if they are not searched upon very often (i.e., demand is low in Window #1). And especially if there does not seem to be many possible partners for it!

For example, notice that “fashion school” was only searched for 207 times in the previous month at Overture. Let’s say that your AltaVista search returned 10,000 sites. Not a good combination. In fact, though, it returns only 996 matches -- so even though it’s not requested so often, you should consider including it in your site since the competition is so light (i.e., demand:supply ratio is pretty good).

Your best words would have high demand (i.e., high Overture numbers) and low supply (i.e., low supply of competing sites turn up in your AltaVista or Google search, or the bidding competition at Overture is low).

This is a rough protocol, so don’t become a slave to it. Follow these general guidelines.

1. Only eliminate the worst combinations of high supply and low demand and low number of possible partners.
2. When you’re ready to write your site, start with the keywords that have the best combination of high demand and low supply (especially the ones that you really enjoy and know!) and a good number of possible partners.
3. As you start to see patterns for the kind of sites that appear in your supply sites and possible partners and ideas for content notes, you’ll refine your Site Concept. Ultimately, you’ll create Keyword-Focused Content Pages that
• fit with your final Site Concept
• have a good supply/demand ratio
• have a good number of potential partners
• that you enjoy writing about.

By now, you very likely have enough keywords to keep you busy for a while. If so, give this a quick read and move on to the next section. If you need more high-profitability keyword topics, or if you just want to be thorough, work through this third and final WINDOW. It just might affect the final concept that you refine and the domain name that you select.

It’s easy to get “concept- keyword- bound,” i.e., tied to your basic Concept Keyword, “fashion” in our ongoing example.

But the money is in diversity, in developing a wide variety of different keywords, and then building Keyword-Focused Content Pages (KFCPs) that deliver high-value information. Those pages attract targeted customers, who then click through to your merchants. In other words, we started with a basic Concept Keyword like “fashion.” All the brainstorming and pruning revolved around that word.

To develop related keywords for your special Concept Keyword (“fashion” in this case), use the JimTools’ Keyword Research Tools

See where it says “Research Keywords”? I recommend that you select Google (a Search Engine) and/or LookSmart (a directory) for your keyword research

This Research Tool is great for finding words related to your Concept Keyword.

You can then use those new keywords to brainstorm and prune some more keywords in your demand and supply windows. So this tool is a good source for more high-profitability topics for pages on your fashionoriented site.

One special note about our breakout brainstormer. Don’t reject words outright, if you ask yourself “How does this fit in with my target market?” you might be surprised! It’s an amazing idea sparker.

Let’s give Jim’s tool a whirl.

Enter “fashion” into one or more of the JimTools’ Keyword Research Tools. This returns the following words related to fashion (irrelevant results have been deleted)

Use these words in two ways

1. Use the ones that fit your Site Concept “as is” to create more Keyword- Focused Content Pages, (ex., a Web page about “winter styles” or “women’s clothing”). Add these to your master keyword list and complete the demand, supply, supply sites, possible partners, and ideas for content columns for each one.
2. Extract “General Keywords”, like “discount” and “outlets” and “clothing” and “styles”. Feed these fashion-related “concept-level” words back into your demand (#1) and supply (#2) windows to brainstorm and prune a whole new series of high-profitability keywords.

For example, “outlet” generates
 

3851	factory outlet stores
972	outlet mall
708	outlet stores
640	factory outlet

So “factory outlet stores” would be an excellent topic to include (especially since it includes “outlet stores” and “factory outlet” within it for a total of 5,199 requests!).

You can keep right on breaking out in Window #3, then brainstorming in Window #1 (demand) and pruning after doing research in Window #2 (supply). You will really come up with original, non-obvious keywords and affiliate programs that are right for your target market and that are part of major new directions related to fashion, but that don’t contain the word “fashion.”

You may even discover a concept that is so strong that you decide to adjust your first concept, or even replace it with this new one!

Let’s get out of the three windows for a moment. They have focused on the keyword end of brainstorming.

KEYWORD END.............………………..CUSTOMER END
(BRAINSTORM & PRUNE) -- KFCPs -- (BRAINSTORM & PRUNE)

Now let’s look at the customer end. Get into your visitor’s shoes. Answer these questions

• Who are they?
• What are they trying to do?
• What other stuff do they look for?

So I’m using an example that I know. In this example, the concept is to create a site that is all about pricing. It’s something that I know a lot about and enjoy. I’ve done my prep actions. So I am already an affiliate of SiteSell.com because Make Your Price Sell! (MYPS!) is a perfect fit for my concept. I’ll also provide links to good pricing books at an online bookstore, as well as other related vendors.

Let’s assume that I’ve “three-windowed” my Concept Keyword, “pricing,” to death. Now I want to approach things from the customer end. This empowers me to come up with keywords that go way beyond the keyword end. And that’s where the money is.

First, let’s answer the visitor questions that we posed earlier.

Who are they?
Writers, software companies, manufacturers in any industry you can imagine. I’ll come up with a lot more answers and then figure out how to reach them. I’ll be specific and break them down into niche segments. What do they do? What kind of things would they search for at a Search Engine that is related to their occupations?

What are they trying to do?
They are looking to sell their products or information and have no idea of what they should charge for their product. As an affiliate of SiteSell, I know that MYPS! can help them, they just don’t know it yet.

So, yes, I’ve worked on obvious words like “pricing” and “pricing software” and “pricing” together with their industry, and so forth. And I’ve figured out every way that they could possibly search for that information (ex., “setting a price,” “how to price”) and I’ve even run those through windows #1 and #2!

What other stuff, besides pricing, do they look for?
They’ll look for anything that is related to their business. Figure out what problem your target market is trying to solve when they do a search. Just trace their steps as they develop their product, write their sites, build traffic, take orders and ship product. Intercept them with your message. What words would they look for? Your site must solve that problem.

An example, what’s a common issue for people selling products on the Net? “Fulfillment,” just to name one. 

• Taking orders
• shipping
• product development
• market research
• feasibility studies
• writing sales copy
• credit card processing
• shipping

There are so many starting points that the head spins. Anyone looking up terms like the ones above will also have a need to price products more effectively. They qualify themselves as serious business people with serious needs. Exactly the right kind of people for MYPS!.

So I’ll intercept them when they search for, let’s say, fulfillment-related topics, provide them with great content about fulfillment, and then also introduce them to the concept of pricing. I’ve added a whole new major direction, and income stream, to my site simply by thinking about my target’s other needs.

To show you how this can grow quickly, let’s continue my “new direction for pricing” example. I click to JimTools’ Google keyword tool and enter “fulfillment”.

Here is a partial return:

For example, if I feed “customer service” into my demand window, I’ll get:
 

Please note that this new direction, this great group of profitable words, is not about pricing, but they are perfect for our target market of serious business people with serious business needs.

Are you thinking “What does fulfillment or customer service or sales have to do with Make Your Price Sell!?" Absolutely, positively, EVERYTHING.

Am I suggesting that you fool business people who are looking for information about these topics? No, not at all. If someone is searching for “fulfillment”, he already has a product. A product that needs a Perfect Price.

Obviously, Keyword-Focused Content Pages about pricing are much more tightly targeted to the Make Your Price Sell! (MYPS!) product. It’s easy to write a good page that ends in a recommendation to visit MYPS!. And of course, this is a “must do.” It's easy and effective.

But let’s say that someone just found my page about order fulfillment. It’s a terrific high value page that delivers just what she was searching for. But how to lead that into a click to MYPS!???

Remember, preselling is really about selling yourself to your customer through great content. So, once I have pre-sold with great content about fulfillment issues on the Net, I lead into a few closing links.

First, I join the program of a good fulfillment company. I provide a link to them.

Then, I add a link like this

And I’ll follow that link with this one

Our target customer does not necessarily have to be looking for pricing info, if we can intercept him in any of his daily needs, we can make him aware of this wonderful pricing product that he will realize he needs.

Bottom line? If your keyword attracts your target market, there is always a way, with just a touch of creativity, to stretch him to other products that are likely also to fall within his “list of needs.”

Take three little windows, demand, supply, and breakout. Approach matters from two different directions, from the keyword end and the customer end. And you’ve got a great list of profitable content, almost ready to write itself!