ChoosingKeywords.pdf

How to Choose Money-Making Keywords

No other factor will have as much of an impact on the amount of money you earn with domain

parking as keyword selection. So, please take the time to read this section carefully—your earnings

will thank you for it!

Choosing a money-making keyword is as easy as 1-2-3 :

1) High relevancy (CTR)

2) High keyword value (EPC)

3) Evaluate performance (RPM) and repeat

STEP ONE: HIGH RELEVANCY (CTR, or Click-Through-Rate)

The most important factor in keyword selection is the relevancy of the advertisements displayed to

what your site visitors are looking for. Consider this: if you can increase your average CTR from 10%

to 15%, that represents a 50% jump in earnings! If that’s not reason enough to pay attention to

relevancy, then please also keep in mind that Sedo reviews all keyword submissions for relevancy .

Setting non-relevant keywords can result in you being blocked from participation in Sedo’s

Parking program, and the subsequent loss of your revenue.

Some tips for determining what visitors to your site are looking for:

- Check the Domain Details page (click the icon next to a domain) to find out what the most

popular user queries are. Often this is an indication of what visitors to your site are (literally)

searching for.

- Check Archive.org to see if the domain might have been previously developed, and target

according to the content of the old website.

- Check the referrers listed on your Domain Details page to see if the traffic is coming from an

incoming link, a search engine listing, or a particular website.

- Google the domain term and/ or the domain itself. Google knows everything.

Once you’ve identified an appropriate topic area, make sure you haven’t forgotten these two details:

- Don’t forget the international users!

Check the Domain Details page to determine where most of your visitors are coming from. If

most of your visitors are coming from France, choose a French keyword (and so on...). If

visitors are from many countries, make sure to choose a particularly strong keyword which

will still have advertisers in many markets (see step two for tips on finding strong keywords).

- Don’t forget “keyword sexiness”!

“Keyword Sexiness” is a fun term to refer to the attractiveness of the advertising links for a

potential visitor to your parking page. Some sub-categories within an interest area just seem

to attract more clicks than others do. For example, suppose you have a domain related to

small business. You might choose “entrepreneurship”, “small business loan”, “incorporation”,

“franchise”, “home business”, etc. All are related concepts, but you’ll find variation just

because some have more appealing ads than others. Ask yourself, “Would I click on one of

these advertisements if I was a visitor interested in this topic?”

Sedo.com LLC · 1 Broadway, Cambridge, MA 02142 · info@sedo.com

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STEP TWO: HIGH KEYWORD VALUE (EPC, or Earnings Per Click)

Everyone wants to know which keywords pay the most. The truth is that a number of factors effect

keyword value, including (but not limited to):

- The geographic origin of your visitors

- Which ad is clicked on

- Seasonality (time of year) and time of day

- Relevancy of keyword to domain name

- Etc...

Google claims that literally thousands of variables factor in to keyword pricing, so nobody (probably

not even at Google!) knows exactly how keywords are priced. Thus, the best advice is probably to go

back to step #1 and make sure your keywords are highly relevant!

If you’re choosing between multiple highly-relevant options and need a tie-breaker, consider Sedo’s

“Three Golden Rules of High Paying Keywords”:

GOLDEN RULE #1: The most important factor in determining keyword value is the commercial

potential of a single searcher in that area. To guesstimate commercial potential multiply value of a

sale times conversion rate.

ASK YOURSELF: Is an advertiser going to make money from someone searching this keyword?

EX 1.1: "Mesothelioma lawyer": a single mesothelioma victim could be worth hundreds of thousands

of dollars in legal fees to me as a lawyer. Even if only one searcher in a thousand signs up with me,

those searchers are pretty valuable!

ã A high value keyword!

EX 1.2: "Conference Call": A single searcher wanting to set up a conference call may be worth "only"

$50 or $60, but the chances are good that a searcher will convert to a sale.

ã Also an expensive keyword!

EX 1.3: "Car": Cars cost tens of thousands of dollars, but the vast majority of people searching for

cars aren t about to buy one on the Internet. High sale value, but low conversion.

ã Better might be a specific model of car, "car insurance", "rental car", "car dealership", "car

prices", etc., as these terms are more likely to convert to a sale.

Tip: More specific terms, where the searcher has qualified themselves more, are generally more likely

to convert to a sale. Eg, "Miami Cosmetic Surgeon" is more likely to convert to a sale than "big

boobs", and is therefore worth more. Just be careful your selection is not too specific, or it will violate

Rule #2...

RULE #2: The next most important factor is keyword competition . Many companies competing for

traffic in the same keyword area drive bid prices up. Low supply and high demand = high prices! This

is why focused, well-qualified terms often do better, and why very frequently searched keywords

(adult terms, music, games, etc...) are often low value.

Sedo.com LLC · 1 Broadway, Cambridge, MA 02142 · info@sedo.com

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ASK YOURSELF: Are there many companies who would want to advertise on this keyword?

Rule of thumb: More advertisers means more competition for a given keyword. Make sure there are

lots of ads when you preview the keyword, or try going to the country-specific Google (eg, Google.us

for US, Google.de for Germany, Google.co.uk for UK, etc...) and typing in the search query to see

how many results there are in that country.

Rule of thumb corrollary: "If its blue, its for you": If a search for the keyword on the appropriate

Google country-site results in the blue bars up top with ads, youre probably doing well. The blue bars

seem to be a good indicator that a keyword is highly sought after.

RULE #3: Is the keyword relevant ? Yes, relevancy even has an impact on pricing—so double-check

that the keyword generates advertisements that really do provide exactly what visitors to the site are

looking for.

ASK YOURSELF: Will these advertisers be able to generate sales from my visitors?

STEP 3: EVALUATE PERFORMANCE (Revenue Per Mille [1,000] visitors, or RPM) AND

REPEAT

Make a note of the last date upon which you optimized, and after a week or so, check back on the

Daily Report to see if performance has increased or decreased. Then do it all again! Don’t forget that

the only reliable yardstick of parking performance is RPM, as total earnings may vary dramatically up

and down due to factors other than keyword selection (especially traffic variations).

The “test and repeat” cycle of optimizing keywords (as well as other factors such as layout) is critical

to maximizing your earnings potential. Sure, it’s a bit of work now, but once your parking pages are

tuned to perfection, you can sit back, relax, and watch the earnings pile up month after month!

Sedo.com LLC · 1 Broadway, Cambridge, MA 02142 · info@sedo.com

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