Determining the most profitable keywords for an e-commerce based business is without question one of the best way to drive targeted traffic and increase conversion. Specifically as it relates to PPC marketing which can make or break an online business. Unfortunately, many small online businesses have no clue how to manage a PPC campaign which includes determining profitable keywords, determining profit and more importantly ROI. What often times ends up happening is that shopping cart software clients spend a enormous amount of money on general keywords obtain a decent amount of traffic, but have very poor conversions. In technical terms their CPA (cost per action) is extremely low.  Short of hiring an online marketing firm there are a few things small business owners can do to improve their current PPC problem, and the simple answer is determining the correct keywords.

There are a variety of simple and cost effective  methods to obtain profitable keywords for any industry.  Keyword research could be broken down in to three basic steps. Use online keyword tools,  spy on your competitors keywords and most importantly research what keywords a  potential customer would use to find your product. If you're not understanding how this works don't worry I will explain each step in a bit more detail.

Online Keyword Tools - This option is great for clients who have money to spend on a monthly subscription. Sites like Keyword Discover and Wordtracker provide great research results if used correctly, but might hit your pocket book where it hurts. In addition to these online research tools almost every PPC program offers a keyword discovery tool which is free of charge. Although not as thorough as the paid option they can be beneficial  in determining the amount of visitors to expect.

Spying on your eCommerce Competitors - Browsing competitor sites is a good way of determining what keywords might be useful for your own business. There are two things to look for First, look at the keywords in the meta tags, but be aware that these keywords are usually the general terms and not the profitable specific keywords you want to target. Secondly, examine your competitors pages and look for specific keyword terms in addition I like to run a keyword density report on a site. There are several free sites which will do this for you, but I highly recommend Seochat's keyword density tool this will give you a clear picture of specific keywords words to examine.

What Potential customers might search for - I purposely made this the last technique because it makes use of the top two straagies. Basically you want to pull out a notepad and start brain storming keyword variations which a search engine user would use if they wanted to find your company's product or service. It's a good idea to use the keywords you developed with the online keyword tools and spying on the competition to act as a starting point. Generally more specific keywords result in higher conversion and lower bid amounts.

This is the first time I've come out of hibernation in a long time and this conference was a great way to get back into the groove of hearing what people are talking about in person.

For the last 12 months the developers of the WebCart shopping cart software platform have been engaged in "Secret" to redo our web platform completely and correct all the mistakes we uncovered over the last 3 years. At the same time as we've been redoing the core, we also took a major leap of faith in the drive towards Online Community Building and integrated many features of content managements systems like photo galleries, video galleries, podcasting galleries, events calendar, email newsletter and the whole notion of ratings and comments and friends and communities and we've built basically the first totally integrated Portal Platform for Online Communities.

You'll be able to preview our platform at www.worldclassplatform.com pretty soon.

If I could break down the Community 2.0 conference into a few distilled points this is what I got:

1. Many software providers were focused on group communication focusing on the collaboration of the group and the dialogue that ensues. But what the companies did not focus on was anything substantive beyond this Yahoo Groups type of communication.

2. Archiving was a big issue - though this was not really gone into in much depth it is becoming a seriously important issue as companies have millions of pages in archives which are moderately accessible. 

3. Big q. still is what is the next thing in community besides "dialogue" and will there be a focus on the individual rather than on the individual as part of a distinct group.

Since we develop in PHP I am confident we will be able to benefit from other software developers' improvements to the Web 2.0 universe and embed new technologies into our platform. Wait and see. Wait and see.

The previous few posts I focused on different methods of increasing web traffic though accepting credit cards, organic search engine optimization and Pay Per Click marketing. Lately I have been receiving emails from readers and customers asking me to explain different internet terminology which I refer to in posts. Therefore, I have decided to create a couple of posts dedicated to eCommerce terminology in order to give new internet users an enhanced understanding of vital terms in cyber space as they relate to running an online store.

PPC Is an acronym for Pay Per Click Marketing. Essentially PPC is a method for online retailers and site owners to expose their product or services to search engine users without obtaining organic ranking   . The reason it's called pay per click is because the advertiser only pays for the ads which are clicked. In most search engines paid ads are separated from the organic listings and marked as such. If done properly PPC can be a very profitable source of traffic because it allows small companies to compete with the big boys.

SEO stands for search engine optimization which generally refers to optimizing any given website to meet specific search engine criteria. An example is following Google's webmaster guidelines (http://www.google.com/support/webmasters/bin/answer.py?answer=35769) to optimize a site so that search engines find it friendly and valuable. In addition SEO can also include link building and other organic ways to increase organic search engine rankings.

SEO Shopping Cart is an eCommerce solution which encompasses seo principals within its design and structure. An example would be shopping cart software that is created in CSS has the ability to easily and or modify header tags, page content and content placement. Additions like adding alt tags, Meta keywords and descriptions would also be considered SEO shopping Cart software.

Over the next few posts I will add more definitions as they relate to future posts.

Pay-per-click marketing should be a marketing strategy for just about every e-Commerce store owner. On the surface PPC can appear to be a rather simple and straightforward process however, to maximize ROI (return on investment) a shopping cart software owner usually comes to the realization that PPC is more than just a bidding and clicking system, but rather requires specific marketing techniques in order to maximize traffic and visitors. Often times, it becomes profitable to hire an external firm to manage the entire process, but since many small online businesses don't have a budget to hire a firm all the internet marketing is learned and executed in house. This being said there are specific techniques out there that very few merchants are taking advantage of. In this post I will cover several techniques and tips which if implemented properly  may boost not only your conversion, but will decrease your PPC spending.
 
Seasonal Keywords - It should go without saying that keywords are one of the  most important factor when it comes to setting up a PPC campaign. However, what many merchants often don't pay attention to are seasonal keywords. Let me explain if I was in the business of selling sunglasses I would bid on all the sunglass manufacture brand names as well as generic terms to capture the proper internet traffic for my sunglass eCommerce site. Seasonal keywords are targeted  keywords for specific holidays like "mother's day sunglass sale" or "Christmas sunglass blowout" often times when a PPC campaign is running on auto pilot eCommerce store owners neglect to invest the time in discovering profitable seasonal keywords.

In the next post I will cover landing pages, ad copy and evolving a stale PPC strategy.