How to use SpyFu to start online advertising for your new site. Learn how to get ranked in Google, so people can find you.
Links talked about in the video:
Here’s the first link I mention: Intro to Internet Marketing
Here’s the second: Making Content Writing Easy
If you’re interesting in trying PPC, check out this article on Starting an Adwords Campaign
Now go forth and share the glory of your new site!
This video is for people who just set up a shiny new website. You want to know how to start finding strong keywords, ads, articles and allllll that good stuff to help get your site noticed.
We understand the struggle, and we’re here to help.
In the quickest of nutshells, SpyFu helps business owners like you get ahead by allowing them to spy on the bigger fish in their industry. You type in the domain of your competitor, and see all the keywords they’re buying on google, and the best ad copy for those keywords. Also the keywords they’re ranking on organically and the specific piece content that’s getting them ranked.
If you’re new to the world of SEO and PPC, for example if you don’t know what SEO and PPC even stand for, or the basics of starting a campaign in google; I have a whole different video to start you off. I put the link in the description below, start there, and then come back to this video.
Everyone on board? Great.
Finding Keywords and Competitors
So you have a new website and aren’t sure how to get noticed. The best place to start is by coming up with “keywords.” This is how the masses are going to find you in google. If I want to buy a “blue and gold handmade scarf”, I’m going to type that into google’s search box. And then I’m going to probably click on one of these links.
You’ll notice these results don’t exactly match what I typed in, but they’re showing up anyway because they’re matching on the broader terms of my search, “blue scarf” “gold scarf” “handmade scarves.”
Same goes for the PPC ads to the right. They’re advertising on similar keywords to “blue and gold handmade scarf.”
You can choose to advertise on Exact Match keywords, meaning it would only show up on the exact keyword “blue and gold handmade scarf”. This is a great way to get you content or ad to show up to a very specific audience. The default option is to broad match on keywords relating to scarves, that’s what a lot of these websites are probably doing. So you get things like similar keywords, synonyms, even common misspellings.
This doesn’t have the pinpoint accuracy of exact match, but it does reach a broader and probably relevant audience.
In both the organic and PPC results, etsy and amazon are dominating in the ranks, (not a big surprise) but when I scroll down a bit, I’m getting more unique and independent shops that are advertising on blue and gold scarves and still making it to the front page of the google SERP.
oooh. that one looks nice actually. *click*
This is kind of your end goal. Take your newborn website, and get it ranked on a keyword people search for, so they can read your content, purchase your product or sign up for your services.
In times past this was a long expensive journey of trial and error: finding keywords people search for, the content they find helpful, adn the ad copy that gets them to click. SpyFu’s creed is that other domains have already done this work for you.
If I’m ShopStyle.com, I can learn from ShopMira.com to see what they’re doing to rank higher on this keyword. If I’m brand new to this, I can review both of these sites’ SEO practices to see what they’re doing to get to the front page of google.
And that’s what SpyFu is all about. When I put ShopStyle.com into the search bar it’s going to tell me the overview of what their site is doing online.
Now this overview is great, but let’s dig into this site and see what their most profitable SEO keywords are. That’s a ton of keywords, so let’s filter it out, “scarf”
I hadn’t even thought of these keywords, partially because I have no idea what they mean. But for someone in the scarf industry, this is one way to go from one keyword to hundreds using SpyFu.
Finding keywords that the big wigs are being profitable on and then leveraging those keywords for your website is the first step how to catch the eye of a casual google searcher like me. I’m going to go ahead and export this list of keywords so I can look at them, write content for them and advertise on them at a different time.
I’m going to go over some other ways of finding good keywords that your competition is betting on.
Some of you might be thinking, “But Patrick, I don’t even know who my competition is!! How do I find their good keywords?”
For a new site, you might not even know what other websites are in your space. In this case you should just start with a keyword you plan on writing about and then type that into SpyFu. SpyFu tracks millions of keywords across the web, we’ll tell you the domains that are ranking on it organically and who is buying it. Odds are, these are your competitors.
Let’s use an example where I’m not actually trying to sell anything (like a blue and gold scarf),
(*scarf something here?*)
instead I’m hoping gaining revenue by selling display ads on my site from 3rd parties (*show an example of this*) I’m going to type in a random keyword into SpyFu, “beer cheese soup recipe”
Which is a real thing, and it’s delicious.
Apparently I’m not the only one who thinks so. A lot of people are searching for this keyword every month. It’s inexpensive to buy in Adwords, and basically it’s the kind of unique keyword I think my niche ‘midwest home cooking recipes’ site could get a strong start from.
I’m going to check the top sites that are advertising on this. KraftRecipe.com, Tablespoon, Pillsbury.com and many others. THESE are the big wigs in my industry, and I’m guessing they have a wealth of keyword knowledge that I can start from.
Let’s check out Tablespoon’s website. It looks perfect! Home cooking recipes, that aren’t necessarily based on a name brand of food. I’m going to go back to SpyFu and click on Tablespoon.com to get more data about it. We’ll go more into specific ads in a bit, but for now let’s click on PPC keywords.
These are the keywords Tablespoon is buying on Adwords. Just like before we can filter this by a keyword (*type in cheese*) to zoom in on a specific part of their PPC campaign. And there you go, another way to find strong and focused keywords.
Lets click on Kombat. This gives us all of the keywords that Tablespoon and its top competitors are buying. If I click on the center center it’s going to give me only the keywords that all 3 of these domains are spending money on.
We call this list core starting keywords, because its the best place for a new website to start. If one or two domains are buying a particular set of keywords, they may be an okay bet. But when 3 juggernauts in your industry are spending money on the same keywords, you know there’s some secret sauce in there.
I’m going to pick and choose a few of these and export them.
I’m going to wrap up the ‘keyword part’ of this video by clicking on “jalapeno popper recipe”, and then click on the tab that says related keywords.
This lists off all of the keywords that are in the same realm as jalapeno popper recipe. You can filter them by how much they cost, how many searches they get a month, how many words are in the keyword and a lot more. Basically from one keyword you can get an entire list of related keywords that fit your focus and budget.
Those are 4 ways to use SpyFu to find your competition and solid keywords for your new website. You can take these exported lists of keywords and write content based on them, or ads to run on Google Adwords.
One thing about SpyFu is that we take this data from basically a neutral location. This helps prevent different local websites and their keywords to influence and skew our data. You’re seeing the keywords that are working the best on a national scale.
For those of you who are running local shops, these general keywords are still a strong bet. You can put your location data into Google Analytics to better target people in your area, so that your ads appear higher on the list for people in your vicinity.
But you can also dig into some locally based keywords by searching SpyFu for things like, “Boxing Gym Phoenix”. Keywords like this may not have as many searches as simply “boxing” but it’s definitely more focused. If you want someone to come into your gym, it doesn’t hurt to do more location focused keywords.
Chavez boxing gym is thriving off of localized keywords simply by putting the word “Phoenix” after their more general keywords.
Building Good Ads:
I’m going to try another industry that thrives locally, contract work. Let’s type in, “Minneapolis Roofing”. When you scroll down you can see the same profitable related keywords. A little further you’ll notice that the businesses who are advertising on this, are both local and national businesses. Let’s check this out for a second.
A place called WalkerRoofing.com is owning the top spot in AdWords. They’ve been advertising on “Minneapolis Roofing” or a broad match of that keyword since 2012. And they’ve actually evolved their ad campaign. Check it out, they’ve run 7 different variations of their ad copy over the years and recently decided to go back to their original copy.
Their last few versions were actually dynamically different one to the other, using best practices like solid calls to action “Call today.” and buzzwords “Free roofing estimate.” But then they went back to their original ad, really showing people that they’re quality, but also boldly local.
If you’re a local shop or a national shop these are the kinds of businesses that you’re wanting to gain inspiration from. Companies that are actively changing, testing, and evolving their PPC campaigns.
Is this the best ad copy that they will ever write? Probably not. Is this great ad copy for you to use in your first ad campaign? With some tweaking, hells yes. Customize it to your brand and voice using some of their best practices and you’ll have a much stronger start than 99% of the businesses advertising online. This saves you the time and expense that comes with trial and error.
And that’s just for one domain, check out other ones, both big and small take their best ideas and use them for yourself. You can even export these ads so you have a giant list of ad copy that you can gank.
Building SEO Content
Okay. Now you have Competitors, you have strong Keywords, you have ads and their ad copy. Let’s take a final journey into the world of SEO.
If you remember from the Intro to Internet Marketing video, SEO is a little less straight forward than finding solid ads, copying them, putting them into adwords and letting the clicks roll in.
It takes strong content that people will enjoy and want to share to climb the ranks and get those sweet sweet clicks. If you have a rolodex of your grandma’s famous midwest cooking, then building strong content based off of those recipes might be a relative breeze.
But what if your grandma was a motor-head and her dying wish was for you to create a website based of old muscle cars. But YOU don’t know anything about that because you did community theatre as a child, currently drive a hybrid, and don’t know the difference between a piston and a spark plug!!
I’m sorry I went to film school gram-gram!
Creating a site and its content based around something you know nothing about is probably not the best business plan for you, but it’s the worst scenario I could think of, so if we succeed here, every other case should be a breeze.
I’m going to type in “Classic Muscle Cars”, then I’m going to click on the tab titled “Ranking History.” Ranking history will show you pages that are gaining or falling in ranks on any keyword. I’m going to click on “Biggest Gains” because I want to see the ‘up and comers’ on this keyword.
Naturally some of these sites are going to to be for selling muscle cars, like FastLaneCars and TrueMuscleCars.com. But some of these have strong content that is clearly getting people’s attention. Let’s open up yahoo automotives and rkmotors and see what content they’re writing.
I honestly have no idea what these articles are about, but they’re climbing in the ranks on Google, and on more than just this one keyword.
So this is what I’m going to do. I’m going to look at these articles and rewrite them.
Unless I don’t feel much like writing, in which case I’m going to write a spec, and have a 3rd party rewrite them. We don’t do that here, but websites like WriterAccess.com and TextBroker.com have talented writers who can create quality “refurbished” versions of whatever article you want. You can tell them what keywords they should include, or even to merge these two articles into one.
(*maybe put in a clip from this https://spyfu.wistia.com/medias/7dvqkik6hg starting at 5:50*)
Again, that’s just for one keyword. If you use the methods at the beginning of this video, you should have a list of strong, relevant, and profitable keywords at your disposal. Enter them into SpyFu to find other pieces of content that are doing well in the ranks and, churn out article after article with a fraction of the effort it would take to start from scratch.
Think of a keyword that relates to your new site. Use that keyword to find your competitors. Use the experience of your competitors to find new and profitable keywords, successful ad copy, and high ranking content.
These are the simple steps to take your brand new website and grow it into something that will turn heads and gain clicks.
Thank you for watching.