When it comes to doing Bum Marketing, many folks seem to struggle with the concept of searches and results and how the two relate.

The term searches has to do with finding keywords on which many people search. Sounds obvious, right?

When you use the Overture tool (at http://Inventory.Overture.com ) to do keyword research, you are looking at searches per month on the keywords you type in and the related keywords Overture finds for you.

Searches mean traffic. You want to get as much traffic as you possibly can. So in general you're going to be looking for keywords that have high search numbers.

Ah, but here's the rub...

Generally highly searched keywords go hand-in-hand with a high number of search engine results.

The term results means the number of listings returned by a search engine (which in our case is usually Google) when a person searches on a keyword term.

Results are competition. You want to minimize your competition as much as you possibly can.

The objective of Bum Marketing is to maximize your traffic by finding highly searched keywords and to minimize your competition by finding keywords with a low number of results returned by the search engines.

The art of Bum Marketing is balancing searches and results, traffic and competition in a single keyword phrase and then creating content around that keyword phrase.

Done properly, content optimized in this way will quickly rise to the first page of the search engine for the core keyword phrase. And this is what generates traffic to your article or Squidoo lens.

You know you're on to something good when you can find a keyword phrase that receives high searches and returns low results on the search engines.

Tricky? A bit, but it certainly can be done as folks here are learning every day.

I hope this sheds some light on this somewhat technical aspect of Bum Marketing.

Best, 

- Iggy, The Sexy Iguana

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