Understanding the Role of Keywords in Marketing Your Resume Business

The Google Keyword Tool is key that unlocks the door to web traffic to your website and thus, new resume clients. The Google Keyword Tool pulls its data straight from Google’s database. Here you can find out exactly how many people each are searching for the keyword terms you’re targeting every month. You can find out keywords that people who search for one term ("find a resume writer) also tend to search for ("certified resume writer" and "best resume writer" are two of the top matches).

What’s great about the Google Keyword Tool is that you can figure out what keywords Google thinks are relevant – straight from Google. Google likes to rank sites that target groups of related keywords. Does Google think your keywords are related? Why not ask Google?

Google’s keyword tool offers a wide range of different tools and options. You can search by broad, phrase, or exact match. This allows you to figure out broadly how many people are performing searches for a keyword, as well as precisely what people type into Google. You can search by specific countries or languages, as well as filter your results any number of ways.

By and large, for most projects the Google Keyword Tool is all you need. Some projects might truly require more complex tools, which generally have to be paid tools, since Google charges a fee for outside apps to pull their data. If you’re doing SEO or PPC research on a small to medium scale however, the Google Keyword Tool can easily provide you with all the data you’ll ever need.

Here’s how to use the Google Keyword Tool.

Step 1: Enter Your Keywords

To access the Google Keyword Tool, go to: https://adwords.google.com/select/KeywordToolExternal

To get started, enter the keyword you want to research in the “Word or phrase” box.

Step 2: The Exact Term Checkbox

Check whether you want Google to treat your term as an exact term.

What exactly does this mean?

If you don’t check this box, Google will give you all kinds of keywords that are related to your keyword. For example, if you type in “interior decorating tips,” Google might give you terms like “interior decorating,” as well as “choose furniture” or “home decor.”

On the other hand, if you checked the box, Google will incorporate only keywords that contain your keyword or something very close to your keyword. So you might get keywords like “quick interior decorating tips” or “green interior decorating tips.”

Unchecking the box is a good way to brainstorm for new keywords. Checking the box is a good way to research exact search volumes for closely related keywords.

Step 3: Interpreting the Results

Once you hit search, you’ll then be presented with all the results that Google came up with.

First you’ll have the “Search Terms” box. This will give you all the data for the exact search terms you entered.

Below that, you’ll have the “Keyword Ideas” box. This is where Google will give you all the data they have about keywords that are related to yours.

The competition gauge is semi-accurate. If you’re doing keyword research using a specific methodology, it’s better to use your own methodology than use this gauge. For example, if you’re gauging competitiveness based on the PR ranking of the top pages and the number of exact match anchor text links it has incoming for the search term, stick with that strategy rather than use Google’s “Competition” gauge.

The “Global Monthly Searches” is the main number you want to look at for most sites. This is how many people in total search for your keyword term each month. The “Local Monthly Searches” on the other hand gives you data for how many people searched your term just in the country you selected. This is useful for local businesses or businesses that only target one country.

You can also use the "ad group" (currently in beta testing) to see broader "categories" of keywords:

Step 4: Refine by Match Type

Next, you can refine by match type. This is a crucial step that a lot of beginning marketers accidentally skip.

On the left hand side you can choose to see the result for Broad, Phrase or Exact match. Make sure you have the correct box checked.


What does each of these mean? Let’s take a look at an example.

Example Keyword: Resume Service

Broad: Any keyword that has your keywords incorporated is displayed. For example, “Resume Service” or “Resume Writing Service” would both count as a search for broad match.

Phrase: Only keywords that incorporate the word in the order that you entered will be displayed will show up. So “Resume Preparation Service” would count for phrase match, but “Service for Writing Resumes” won’t. (Notice how the listings under "keyword" changed.)

Exact: Only the exact words “resume service” will count, anything else with any added words will not count.

A lot of people accidentally leave the keyword tool set at broad match and think their keywords have a lot more volume than they really do. When you’re targeting specific keywords to rank for, always research volume using exact match.

Step 5: Exclude Terms

Often time’s you’ll want to exclude certain terms from showing up in your results. For example, if you’re promoting a paid resume writing service, you’ll probably want to exclude any keywords that allude to free services. So exclude the word "free" and "sample" and you'll see how that changes the results.

Step 6: Location and Languages

Under “Advanced Options and Filters,” select which country(s) and language(s) you want your results to display for.

If you’re only doing business in certain countries (and most resume writers are!), it helps to get a gauge for how much volume is in those countries, rather than the global volume.

Step 7: Devices

Choose which devices you want to see results for. If you’re researching data that’s exclusively for mobile devices, this can be a good way to narrow down your results.


Step 8: Filter Results

If you’re looking for keywords with a specific amount of search volume, it can help to just tell Google what you’re looking for. That way your search results won’t get crowded with keywords that don’t fit your criteria.

For example, if you’re only looking for exact match terms with 1,000 to 5,000 searches a month, all you need to do is setup a couple filters and you’re set.

Step 9: Sort Results

Choose how you want your results sorted. By default Google sorts by relevance, but you’ll very often want to sort by number of searches instead.

Step 10: Search by Website

Another common way to find keywords is to enter a competitor’s URL into the Google Keyword Tool. Google will pull up a list of all the keywords they think are relevant to that URL.

This is a great way to “steal” keywords that you wouldn’t normally think to search, or that Google wouldn’t normally pull up through relevance.

As you can tell, the search results are much more wide ranging than when you type in one specific keyword to stem your research from.


Step 11: Downloading the Results

If you want to download your results offline, just click “Download.” You’ll be able to save your results in spreadsheet format, with both the keyword data and the volume data.

Step 12: Estimating PPC Costs

If you want to estimate PPC costs outside of an AdWords account, here’s how you do it. Note that if you have an AdWords account, it’s better to use internal tools, as that’ll take into account your Quality Score and relevance when calculating click costs.

Start by going to the “Traffic Estimator” tool in the upper left corner.

Enter your keyword, then set your daily budget and max CPC.

Google will display your results, along with the estimated CPC below.

That’s how to use the Google Keyword Tool! You now know how to use one of the most versatile keyword research tools on the planet. Using the Google Keyword Tool, you can research any niche or market you’re tackling, whether you’re using pay-per-click or Search Engine Optimization (SEO) strategies.

Five Ways to Improve Your Skills as a Resume Writer

I've been writing resumes since I was 12. A lot has changed in that time. In fact, the resume writing business continues to change all the time. LinkedIn was launched in 2003, but I didn't join until October 2008. Most resume writers will tell you that LinkedIn has really impacted the hiring process — but the reality is, most of that change has come in the last five years. If you're a resume writer and you're not on LinkedIn, you're already behind the times. If you're not also helping clients improve their LinkedIn profiles, you're missing out on a great source of revenue ... and results for your clients.

The next big change in the hiring process — and, consequently, your resume writing business — might be just around the corner, or it might be five years away. But it's coming. That's for sure. Because nothing stays the same forever. There's always something new to learn. If you're planning on still being in business a year from now, you need to be investing in your skills. What you know today will not be all you need to know tomorrow. Get out there and learn all that you can.

Here are five ways to improve your skills as a resume writer:

1. Take a class. One of the great things about the resume writing industry is that there are lots of opportunities to improve your knowledge about the writing process, coaching clients, and new technology. (Check out the Events listing on BeAResumeWriter.com site — I collect information about training opportunities from multiple sources in the industry.)

2. Get involved. Is there a resume writing conference going on near you? Register and attend the meetings to find out what others in the industry are doing to grow their resume writing business. It's also a great opportunity to network with those who can help you succeed.

3. Gain certification as a resume writer. There is a lot of debate whether certification is worthwhile in the resume writing industry, but in business in general, it's all about expertise. When you can show that you are an expert in your field, you gain the trust not only of clients but also of other resume writers. (Some resume writers will only hire certified resume writers as subcontract writers.) There are many choices for certification. 

4. Ask questions. If you don't know how to do something, then ask. All of the major professional associations (PARW, NRWA, CDI) offer e-lists. Participate in the discussions and ask other resume writers for advice.

5. Find a mentor. Is there someone in the resume writing field that you look up to? They may be able to impart knowledge that can take you far. If they are willing, learn all you can from them.

If you want your resume writing business to grow, you need to grow along with it. Continually learn new skills that can grow your business!

A Winning Strategy

© Andres Rodriguez - Fotolia.com

Warning: This blog post is a bit off topic today, but I've received a lot of requests for my "winning strategy" for contests and sweepstakes. People say that I'm "lucky," but as the quote goes, "Luck is a matter of preparation meeting opportunity." 

Since the beginning of 2013, I've won two sets of concert tickets, an Amazon gift card, an Apple TV, and a mini-season ticket package from the local baseball team. Yesterday, I won a Bissell vacuum cleaner and an Osprey Sling Pack backpack in the USA Pro Cycling Challenge Summer of Cycling Sweepstakes. My 12-year-old niece Julia was impressed that I keep winning so many things, and she asked me to share my tips for winning. Before school many mornings, she would text me and ask for "today's tip." I compiled the tips, and am sharing them with you here.

Jobseekers are always looking for the "secret" that will help them find a job faster, or more easily. But the fact is, just like when winning contests, the key is persistence, patience, and a positive attitude. That's just one of the tips I gave to Julia.  Tips that also apply to jobseekers are noted in red.

Day 1: Always crumple up your entry form when filling out a paper contest entry form. It gives the entry more "edges" and it "floats" to the top and is more likely to be picked. [Jobseekers: Set yourself apart from other applicants!]

Day 2: When calling a radio station to be a certain caller, use the "redial" function so you don't have to type in the number again, which wastes time. On a cell phone, hit the "Call" button twice and that will usually redial.

Day 3: Enlist a friend. The more people you can have trying to win a particular promotion, the better. Especially if you are calling a phone number -- have as many phones dialing as possible. (Remember, that's how [your sister] Emily won those hockey tickets with your phone that time!) Many online contests these days have a "social share" component to them -- you can earn extra entries if you share the entry link with your friends, family, and network! [Jobseekers: Your network is there to help you in your job search! The more people you have trying to help you find a new job, the better!]

Day 4: For big concerts and events, there will usually be some giveaways before the event as they work to make last-minute sales (unless the event is sold out). Find out who is promoting it and/or co-sponsoring it, and tune in.

Day 5: Figure out who does a lot of giveaways -- for example, First National Bank does a lot -- and "follow" what they do (i.e., on Facebook and Twitter). Make sure you have your account set to get notifications, especially if some of them are time-sensitive (i.e., "the first 10 people who comment will win.") [Jobseekers: Research who the big employers are in your area -- big companies are often constantly hiring, so if you're looking for an entry-level position, check their website often!]

Day 6: Many places have rules about how often you can win things (like every 30 days), so don't try to win stuff "just" to win stuff ... otherwise, you might be ineligible to be a winner when there's a giveaway you really want. [Jobseekers: If a company uses an applicant-tracking system, they will keep your application on file. If you apply for multiple jobs at the same company, the hiring manager can see that. Apply for vastly different jobs and they'll think you're not serious about your application. So don't apply for positions just to be applying!]

Day 7: Be sure you are eligible for the contest you're entering. Some have age restrictions. If it's a paper entry form, it will often be on the form, or on the box you put the form into. Otherwise, you'll have to look for rules on a website. [Jobseekers: Make sure you meet the requirements for the job -- or, if you don't have the specific credentials, you can demonstrate your expertise in another way!]

Day 8: Nothing you win is truly "free." With most winnings (whether tickets, lottery, or whatever), you have to declare them as income for your taxes. Of course, if you're 12, and you don't pay taxes, this may not apply.

Day 9: The more sweepstakes and contests you enter, the more likely you are to win. As they say, "You can't win if you don't play!" [Jobseekers: Sometimes you only need to apply to one job and you'll get it. But most people will find that they need to apply for multiple jobs -- customizing the resume and cover letter for each job, of course -- before they are offered a position.]

Day 10: Watch out for sweepstakes scams! Some contests are just designed to sell you something. That's why it's important to always read the contest rules. And never PAY to collect your prize. That's a scam too. Legitimate sweepstakes pay YOU, not the other way around. [Jobseekers: Watch out for employment scams!]

Day 11: Think about what info to put on the entry form. When I won "the best seats in the house" at the Detroit Red Wings hockey game, they were drawing the winners right away. The guy reminded me of that -- I had put my home number (at my house in Nebraska) on the form, but I changed it to my cell phone and I wasn't even back to my seat yet (wayyyy up high in the arena ... Jon and I didn't even have seats next to each other!) when they called to say I won tickets on the glass right behind the goal. [Jobseekers: Be mindful of the contact information you put on your resume and cover letter! NEVER use your work email address or work phone, but make sure you provide contact information so that it's easy to reach you to request an interview!]

Day 12: Say THANK YOU! When I won the Newsboys tickets from KGBI, I tagged them on my Facebook post about winning the tickets, and I also tweeted them that night to say thanks! [Jobseekers: ALWAYS write a thank you note after an interview!]

Day 13: The bigger the prize, the more likely your personal info (on the entry form) will need to be verified. Aunt Jean once won a trip to Hawaii from Baker's! And Jon and I each won an iMac computer. For big prizes like this, you have to fill out an "affadavit." They will check that against your driver's license, so make sure the info matches! [Jobseekers: Reference checks are part of the job search! Make sure the information you provide on a resume and job application can be verified!!]

Day 14: Luck is the smallest and least important part of winning. To consistently win contests, you need patience, perseverance, and a positive attitude.

Day 15: If the contest offers a daily reminder, sign up! HGTV's Dream Home contests do, and I remember to enter every day when I get the email reminder!

Day 16: Some contests require more than luck. Consider entering essay contests or even those that require you to guess the number of pieces of candy in a jar! (Don't forget to bring your Wonka candy to show your math teacher!)

Day 17: Push through "sweepstakes burnout" -- that feeling you'll never win. Just keep plugging away. It's usually when you're about to give up that something good happens! [This is another great tip for jobseekers!]

Day 18: You have the best odds of winning small sweepstakes. Look for contests at the grocery store, for example, or school. Big national sweepstakes will have lots more entries, making it harder to win. [For jobseekers, this means applying at small companies, and finding out about unadvertised opportunities.]

Day 19: The best sweepstakes to enter for really high chances are those that offer a lot of prizes. Sweepstakes that are giving away 100 prizes have 100 times the odds of winning, compared to those giving away just one prize. I won a $5 Amazon gift card yesterday in the Bausch and Lomb Ultimate Movie Sweepstakes. (Weekly winners win a 40-inch HDTV; 10,000 people were eligible to instantly win a $5 gift card.)

Day 20: Sweepstakes that are "annoying" to enter are also likely to have fewer entries: Look for writing, video, or coloring contests to enter.

Day 21: Some contests require you to enter a code, or make a purchase to enter, but almost ALL of them have an alternative entry option in which a purchase is not required. Read the official rules of the contest to find out how. Not everyone knows this, so these contests usually have fewer entries than other contests.

Day 22: Many contests let you submit an entry every day (for example, the HGTV Dream Home contest I mentioned on Day 15). The more days you enter, the more chances to win. I put it on my iCal (Mac calendar) with an alert reminder so I get reminded each day to enter! 

Day 23: Follow the rules! I read the rules for a contest yesterday where they are giving away $1000 cash in each "entry period," which is every 2-3 days...BUT the official rules say you can only enter ONCE per entry period...not *every day* and those with duplicate entries will be disqualified. It's almost like they are penalizing people who don't read the fine print! So, using yesterday's tip, I have set an alert in iCal to enter only on ONE day each "period" so I do not get disqualified. So ALWAYS read the rules!! [Jobseekers: Follow the requirements when applying for a job!]

Day 24: We talked on Day 21 about contests that require a purchase to enter. Today, we'll talk about "pay to play." Generally, you should NOT have to spend cash to enter a contest. The exception is lotteries. To win the Powerball or Mega Millions, or scratch-off lottery games, you have to buy a ticket. Powerball and Mega Millions offer the opportunity to win millions of dollars, but the odds are small that you will. The most I've ever won is $7. So, you're better off sticking to free contests and sweepstakes. Better odds, and free to enter!!

Day 25: With summer approaching, it's time to think about making sweepstakes entries a part-time summer job. If you're serious about putting these tips to work, plan on spending up to an hour a day entering sweepstakes. The next few days' tips will outline a plan. [Jobseekers: If you are serious about finding a job, you need to devote some serious time to your job search.]

Day 26: There are websites online that list available sweepstakes. Some offer daily entries, some weekly, some monthly, and some you can only enter once. You're a great record keeper. You can create a sweepstakes strategy list to track which contests you're trying to win. (Some you may have to enter using your Mom's name.) We can map this out.

Day 27: Set up a separate email address for your sweepstakes (again, probably under your Mom's name/info). This is an email you'll check each day, and this is the email address you'll use on the entry forms, to keep your "real" emails from getting clogged with spam. (I wish I had done this. I get a Lumber Liquidators email to my main account every day because of the HGTV contest.) [Jobseekers: Consider setting up a "disposable" email account that you can check every day for your job search, but that you can close later on. Unfortunately, your job search can attract spam emails!]

Day 28: I'll show you how to create an online list to manage your daily, weekly, monthly, and one-time entries, including where to look for new contests. This is your sweepstakes strategy. [Jobseekers: create a daily, weekly and monthly strategy for your job search! Track who you've talked to and who you need to connect with!]

Day 29: Start a notebook to track your wins. This will remind you of the prizes you've won, helping you to stay motivated. Second, you have to report wins of a certain size for tax purposes. Third, you can spot patterns to win more consistently. [Jobseekers: Keep a job search journal! Track the applications you've submitted, interviews you went on -- especially questions you were asked -- and job offers.]

Day 30: When developing your sweepstakes strategy, only enter contests that offer prizes that you would truly WANT. Remember to read the rules before entering. And watch out for sweepstakes scams. Good luck!! [Jobseekers: Don't apply to jobs just for the sake of applying for them. Only apply for jobs you WANT, and take the time to customize your resume and cover letter for each position!]

Day 31: We live in a sweepstakes-friendly state! States are allowed to have their own rules governing sweepstakes. Because of this, some sponsors will prohibit entry from residents of particular states. Florida, New York, and Rhode Island are commonly excluded from large sweepstakes. California and Utah are rarely included in sweepstakes sponsored by wineries or beer breweries. Hawaii and Alaska are often left out, because shipping to those states is more expensive. But Nebraska is rarely excluded. Yay, us!

Day 32: There is a difference between sweepstakes and a lottery. Sweepstakes are generally free while lotteries usually cost to enter. Do sweepstakes!! [Jobseekers: You should NOT be asked to pay to apply for a position. If you are asked to pay, it's probably a scam!]

Day 33: Figure out what kind of prizes you want to win and look for those contests! [Jobseekers: Figure out what kind of job you want and look for companies that hire for that position!]

Day 34: Learn about "odds." Your "odds of winning" is a measure of how likely you are to win. Like with last weekend's PowerBall drawing, the odds were 1 in 175 million. Not good. But smaller contests, or ones with lots of prizes being given away, will have better odds. The odds are usually listed in the Rules section. It's not that you shouldn't enter contests with "long odds" (that is, a short chance of winning), but don't get your hopes up on those!

Day 35: I'm going to reiterate the importance of reading the rules if the contest. For one, it will spell out exactly what you will win...and how to claim it! For example, I got an email Monday telling me I won a 5-pack of game tickets to the Lincoln Saltdogs baseball games...but that the first game (of 5) is THIS Thursday, and I have to claim the tickets in person at the Lincoln Journal-Star office during working hours. So...today or tomorrow, I have to make the drive to Lincoln to get them. If I had read the rules more carefully, I would have known that!

Day 36: Check out the website www.contestgirl.com -- it provides a list of open contests, and you can check the site each day. [Jobseekers: There are specialized websites that offer job postings. Find them and check them daily as part of your job search strategy!]

Those are my "Winning Tips for Julia." Let me know in the Comments below when you get your first win!

Beyond Marketing - Why Social Media is Important for Resume Writers

Most resume writers understand the value of using social media to market their resume writing business. They create Facebook pages, LinkedIn profiles, and dutifully fill out their Google business listing — all in the hope of expanding their marketing efforts. However, did you know there are many more benefits of social media than marketing? With proper use and deployment of social media, any business can do all of the following and probably more.

• Find subcontract writers and freelancers. Looking for subcontract writers? Or someone to handle a one-time project for your resume writing business? Use social media to help. Create a detailed listing of what you're looking for and post it on your social media accounts. Ask your friends and followers to share. It's more than likely that the person(s) who answer a call like this will be more compatible than using a huge impersonal job board.

• Create more sales. You may think that sales and marketing are the same thing, but they're not. Marketing is increasing your reach so that you can get more leads, but sales are different. Social media can increase sales outside of your marketing efforts just because your clients might share with others the positive experience of working with you on their career marketing efforts. And if they like what you are talking about on social media, they might like to buy from you more.

• Reward customers. Provide discounts, special incentives, and targeted career content for your customers using social media to "check in" or when they communicate with you via social media. People love getting free things, so take advantage of that by using social media to encourage more interaction with your customers and between your customers.

• Brand your business. It's important that you brand your resume writing business across all social media accounts as honest, relevant, and even generous. (For example, be sure to mention when you volunteer your services by speaking to organizations or participate in job fairs!) Be aware of how consumers, as well as your referral sources and other resume writers, view your business via all your social media interactions. Listen to your customers and be perceived as a company that does so. Demonstrate these things as often as possible as a way to brand your business on social media.

• Connect with your customers. You can set up private closed groups using Facebook that only your clients can see. It's a great way to increase your connection with your clients and to build a community. Encourage your clients to support other jobseekers in their job search.

• Easy project collaboration. Another use for private Facebook groups is easy project collaboration. In Facebook groups you can upload documents and communicate easily in one spot about various projects, without ever having to have a face-to-face meeting — but still be able to keep excellent records of the events and ideas as they unfold. I know of one group of resume writers that is working on a book project through a Facebook group.

By being involved with social media, you can increase your profile among prospects while building a stronger connection with clients. Use social media to form a connection with your community. Your resume writing business can be an integral part of your community in every way that it can. And those are benefits that extend beyond using social media only for marketing.