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Chapter 11. Choose Your Target Keywords > Step-by-Step Keyword Planning - Pg. 228

Choose Your Target Keywords 228 Jeremy Sanchez, Senior Search Strategist for search consultancy Global Strategies International, says that "75 percent of all search queries in our trusted feed data are three terms or longer with very few search queries alike. For every 50 clicks a URL receives, 45 of the search queries are different." In a similar vein, a recent study showed that 70 percent of searches contain two or more words, with 25 percent using three words or more. What this means is that more and more searchers are entering long keyword phrases that far more accurately pinpoint the pages they want. More searchers are using "just right" queries, so you can feel comfortable targeting them. Our friends at Snap Electronics heeded this advice. They stayed away from the hot keyword cam- eras because they make only digital cameras, not film cameras. The word cameras might be okay for Kodak, but it was wrong for Snap. Snap recognized that digital cameras itself was still a very hot word, and that it would not be easy to get a high ranking there, but they also knew that it perfectly described their product line--they made a range of cameras and they needed to be seen there to reinforce their brand image as the best and easiest to use digital camera. Enough philosophy! Now that you understand the value of keyword planning and you have a sound approach to make your decisions, let's get started. Step-by-Step Keyword Planning When you know the steps to take, you can usually get where you are going. Keyword planning is no different from any other specialized task, so let's take a quick peek at the steps for choosing a target list of keywords for any search marketing campaign: · Gather your keyword candidate list. You start by compiling as long a list as possible of the words searchers might use to find your site. You will learn to brainstorm with your team to start the list,