BBO.SHOW #26 – Work out what your eBook is about, using category search, keyword search and more
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The focus area is: eBook idea.
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Harms: We’re going to take you from the start to end and the process from the start to end is creating your very own e-book in order for you to start the process of building out your very own value ladder.
The e-book fits right here at the start, the value ladder is a sequence that you will take a customer through or a group of customers through and that will be an escalation process for them.
We’ve spoken about the process that we will take a customer through and the three forms of value that we recommend you start with, and in what order so that would be the product first which is an e-book as an example.
Then move them to a subscription service, whether it’s physical or digital, and then finally you can introduce them to a service.
Most people don’t do this.
That’s the reality of it.
But in this guide we’re talking about getting started and actually having that built into your business, so you benefit from all the advantages of having this in place.
We started a topic about creating this e-book.
What are the benefits, the advantages of this, why we are creating an ebook?
And what’s the difference between what we are doing and what a typical author would do, somebody who is writing a novel?
The big distinction is the person writing the novel or an author of a book that is their end destination.
That’s the item that they want to sell, think of that as a core product, their premium products.
Whereas we are creating an e-book for the purpose of allowing an entry point for our customers into our world, into us as people, to create authority, brand and the word or phrase coined by Daniel Priestley is to position ourselves as a key person of influence.
Now we are speaking about what our book would be about and moving away from the gut feel of I think my book should be about this, but actually giving you an approach and system which you can use again and again and again in order to determine exactly what your book should be about, where it should live, where it should live on what particular platform using tools to help you.
We’ve got two categories to share with you, and this will be hopefully eye-opening.
Kyle: We have talked about why writing e-books is such a powerful tool to be used in building an online business.
One of the objections we came across was what if I don’t have an idea for a book?
What if I don’t know what my book should be about?
That’s really what this is going to be about, working out what your book should be and then moving towards getting things like a title locked down.
There are two basic methods here that people would normally start with so they’d either start with themselves and they would think, I should write a book about this, or I’d really like to write a book about this or I could write a book about this particular topic, that’s fine, but that does not address the fact that the market may or may not want it.
If we start entirely 100% internally great you’ll come up with something very passionate, it’s very much you but that doesn’t necessarily mean anyone’s going to buy the book.
The flipside of this is somebody who comes at this thinking I purely want to make money on Amazon.
I purely want to get a book that is selling and I can have a passive income.
Again, this is doable this is a business model that people follow, but by doing that we are just following the market.
We will create something that’s relatively generic, not necessarily based on our expertise, it’s not going to carry across the passion or interest and our own knowledge and skills.
Instead we will end up with something quite generic out there in the market. It will sell. And that’s fine.
But we’re going to be looking at something that’s a bit more hybrid, something that comes from inside you.
It’s based on your expertise, your knowledge, and skills in your particular business niche, but with reference to the market as well.
We’re making sure that what we create is actually valuable.
It’s actually solving people’s problems.
A business solves people’s problems.
If you can do that you are putting value into the market, you will have a successful business, that is the focus here.
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Harms: What we’re saying is, on one side, you’ve got you and your idea and what you want the book to be about and on the other side we’ve got the market and what we can’t do is look at each of these as individual units.
We can’t look at ourselves because that’s what we are interested in, but the purpose here is to get customers through the door.
What if they’re not interested in that particular topic that we specifically want to talk about.
Then you’ve got the market, which okay great, the market wants this but I don’t want to talk about. We’ve got two extremes here, what we want to do is find somewhere in the middle we want to find a balance between what we want to talk about, and what the market requires.
What problem does the market have that we can solve and then somewhere in the middle is the answer here rather than focusing on the two extremes.
Start with your expertise then reference market
Harms: So let’s start with your expertise, let’s start with you then we will reference the market.
The solution is somewhere in between.
But what we want to do is start writing, basically get a piece of paper and to help you start extracting what you are an expert in and what expert knowledge you have, essentially, we want to just start writing and answering a few questions, which is within your expertise or within your industry.
What common problems have you identified that people have?
Put yourself back into your shoes when you first started, whatever it is that you do and how did you get started in that field?
What did you learn?
What challenges did you have?
What was the journey?
How did you get started?
Then we want to talk about the arc itself, how did you go from there where you started to where you are now?
What was the beginning?
What is the middle and what is the end currently?
The end will very much help you answer the question, what do people come to for?
They know that you are an expert within a specific field within a specific niche. And finally what results do people want?
So when they come to you at the core of it what results are they looking to achieve?
That information will serve a purpose. It will serve a result.
It could be that you’re extracting information, but that information will help them achieve something.
What is that something that they are looking to get from you, as a result of the information you’ve given?
Think of this process as an exercise, as a writing exercise. Answering these questions. This will allow you to very quickly extract and start to document some of the areas which you may not have been aware of, which may be useful when sharing the information.
That’s the starting exercise but remember that it comes from the business niche first, we don’t ignore that.
BATON is a system which we teach, everything we talk about can be linked back to this. Business comes first as part of the BATON system before anything else.
Once you’ve identified your niche you can very much start to handle this ebook process with ease.
The part of business is handled, what am I talking about, what market am I talking to that’s already done.
Kyle once we have come to that stage what do we do next?
Plug niche keywords into amazon
Kyle: You should have a one- or two-word phrase which is your business niche, we’re going to go ahead and plug those words into Amazon.
Amazon is one of many book markets, but it is the largest, it’s where most people purchase books.
The amount of data on Amazon is going to give your much richer, much fuller example of what is available in the market, so we’re going to be using Amazon almost exclusively through this guide, you can publish on other platforms we’re going to stick to Amazon for now.
Head over to Amazon and plug in your business niche into the top search bar.
That’s nice and simple and we’re going to see what turns up, top results, who are the top authors.
One nice little thing you can do, you can start typing your business niche. So let’s say I’m a business consultant and I help people to grow their businesses, I might type in business coaching and I would see what Amazon gives me in the auto complete.
Amazon gives away its keywords while you are searching for things because remember, people are going to Amazon trying to find solutions to their problems so we can ask Amazon what people are looking for.
Kyle: What you’ll quickly notice is there’s a lot of information and it’s quite hard to tell where you should be placing yourself in the market, it’s very difficult without having rules of thumb, a way to compare markets or different keywords or different search terms, etcetera.
So what we want to do is give you a framework you can use to very quickly analyse the right place for your book to live on Amazon.
We’re starting with keywords, your business niche with two or three words that describe what you do, that’s our starting point.
We’re not starting totally randomly with Pilates or with flower arrangement or with interior design.
These are not necessarily your niches yes, maybe you can do well on Amazon with them but if they’re not your niche we’re ignoring them for now, because Amazon is already too big.
We start with your business niche and go through a framework to help you by the end of this guide decide on the category where your book is going to live on Amazon and some keywords.
The keywords will be how people find your book.
These are the two end results of this guide.
Harms: Just to summarise those two results that they have the category and keywords.
Now what’s the advantage of this when you’re comparing it to if we were exclusively looking at ourselves we wouldn’t be able to gain this information.
So what’s the advantage of working them through this process before we get started
Kyle: It’s primarily to do with discoverability on Amazon there is a lot of information, a lot of products, books, audiobooks.
Amazon is called the marketplace for everything as there’s a huge amount of choice.
We want to be as easy to find as possible.
We want people who have a problem we can solve to be able to find our book nice and simply and the main elements of discoverability in being found on Amazon are the category you’re sitting in and the keywords that you use to describe your book.
Specifically, keywords are phrases or individual words within your title, within your subtitle and within your description and if Amazon sees these certain words and it knows somebody is so searching for a certain type of book, it will be able to link you together.
This is all about discoverability.
If we started from our passion project, we could still find a category, keywords that are relevant, but there’s no guarantee that anybody is interested in one this category.
There are some very obscure categories on Amazon that nobody cares about.
There’s not enough activity there for it to be worth our time or two of our keywords.
Yes, the keywords might be very relevant to the books we’ve created to us and to the content we’ve created, but if nobody is searching for them again nobody is going to find our book, buy the book and ultimately you have yes, a personal book that might mean a lot to you, but nobody cares.
Which is quite disheartening and you see a lot of books like this on Amazon where someone has poured a lot of love and attention into it and it just doesn’t sell because Amazon is too busy.
We need to marry the two, we need to start yes with your expertise and your passion so that the end product is great, but we need to be realistic about the market as well bringing them together.
That’s where we can be successful.
Harms: The advantages of understanding and using a tool and system to analyse categories and analyse keywords is essential.
Otherwise, all of the great work you’re doing and putting it into the e-book will feel like it’s wasted when nobody can see it.
That’s the challenge.
It’s very much that when the online world and there will be thousands and thousands of books that are self-published, how do you cut through that noise?
It is by doing this process which most people who publish an ebook won’t be aware of.
This will give you a great advantage.
Category first – why are categories important?
Kyle: We are first going to be starting with a category.
The category is the big bucket, the big subject area that Amazon classifies all of its products.
I think there are six and a half thousand categories across the whole Amazon.
Within books I think it’s a few thousand categories, we’re not talking about biography, we’re talking about all the subcategories that might live within biography, autobiography, then there will be a literary biography, there will be certain types of biography like war or military biography.
Amazon uses all these categories to sort and order a massive amount of products that they have and to help people hone in on what stuff they like.
If I’m buying lots of stuff in the military biography section for example, Amazon is more likely to continue to show me stuff for military biography instead of, for example, a category like crochet.
That’s a different category it has no connection and therefore Amazon can slowly hone in on what it is I’m interested in and start to keep showing me those things again and again and again.
The result of that is I see stuff I’m actually interested in which is good, and I’m more likely to purchase, which is good for Amazon.
So everybody wins.
When we talk about a number or if we go through a certain method or talk about a certain category.
It may or may not exist on your local Amazon.
Harms: Working through this process will help you identify and the aim will be to get to a point where we can choose to fill yes, two and three of 16,000, which will be uploaded to Amazon later.
In regards to success it will specifically be determined by a balance, a balance between two key metrics.
Metric number one is you can enter a smaller, less competitive market, that’s great, there’s a higher chance of you becoming a bestseller and rising to the top.
Now if you’re near the top, you’re more likely to continue to be successful because the winners continue to win, but the challenge is it’s a small category and it may not be that popular.
So that’s one side of things.
The problem there is yes, you’re winning but essentially you’re a big fish in a small pond.
Kyle: Yes, you are dominating this sub- sub- sub- sub category compared to everybody else in that subcategory you’re making a lot of sales, but a lot of sales in that category might be one a month and that’s still enough to make you a top seller because it’s such an unpopular category.
That’s one element is competitiveness.
If we enter a very non-competitive category it’s probably non-competitive for a reason and the reason is it’s not a very good marketplace.
There aren’t that many people interested in purchasing, so you can dominate a small one, but the rewards are lower.
That’s one side.
Harms: Now let’s enter a large category which is competitive but there’s potential for getting sales there because it’s a category that people are interested in.
For example business.
You can go to Amazon and find the category business and no doubt there will be an incredible amount of sales within that category.
Here’s a challenge with this other side of the extreme is it’s too big.
Now you are a small fish in a massive pond, but the big fish are people like Warren Buffett, Richard Branson, who releases a new book.
The big fish are authors who are already globally recognised and have the backing of publishers and other unique scenarios like that, but typically they are a big-name that if they put on their Instagram I just released a book it’s now available on Amazon they shoot to the top of the bestseller list, just because of their clout in the marketplace.
They are the big fish in the area.
Those are the two extremes, small, less competitive, but low sales and very competitive, large, and potential for great sales, but you’re a different size fish depending on which pond you sit in.
What’s the focus here in order to be successful within an Amazon category.
Kyle: We need to find something in between.
A category that is big enough for us to bother about but not so big and popular that it is extremely competitive that we have no chance of ranking in the top 10 or 20.
That means we need to find something in the middle.
That’s not too hot, not too cold just right and that requires us to do a bit of technical analysis a bit of poking around to find these particular categories, however, once we find them this is going to guide what our book is going to be about.
We are getting towards content but we’re starting here with looking at the market, making sure that whatever we create is going to be received well and will do well.
Harms: Because the danger is either you write the book you don’t do this market research, you go onto Amazon publish it, you go to a category that is relevant to what you’ve spoken about and what happens?
It may naturally fit into one of those ponds and in each one of those there’s not going to be success.
We need to find a middle ground.
Kyle: Most people when they go to upload it says, what category do you want to put it in?
They’re like business obviously.
But then you are up against the New York Times bestsellers and your chance of staying in the top 20 is tiny.
If you do, you make a huge amount of money, but it’s very difficult to do unless you have a large budget or a solid marketing plan.
We are going to make life a lot easier on ourselves and go for the Goldilocks zone, something in between where we can start to build our brand on Amazon.
Kyle: Categories are on the left here and there is a far more granular set of categories, one Amazon book, or one Amazon object can appear in multiple categories.
I think it’s up to seven between seven and 10, you get to choose two or three when you upload your product or your ebook, but there are more.
These are three of the categories that Mrs Hinch is ranking in, it’s number one job in psychologist biographies. This is an example of a very specific biography, it’s a psychologist biography.
It’s number one in home improvement, household hints and it’s number one in home improvement guides.
These are three of the categories in which its ranking and it’s doing very well in those categories.
Normally, though this information is quite hidden you’d have to go into the listing and look in the product detail panel. I’m going to suggest you download a free extension called DS Amazon Quick view.
It’s free and what you’ll see is when I do any Amazon search instead of me having to go and look inside the product to get all the product categories.
What DS Amazon quick view has done is it pulls these categories out; it shows them directly in these listings. Let’s start with business.
Quick note sponsored books; we’re going to ignore that.
That means someone is paying for that to appear at the top of the search results, which is why this book isn’t particularly popular, but it’s showing up at the top.
The DS extension allows us to see which categories we could be looking out for our particular book.
What I like to do for each of these is basically open up a new tab and I can look at these categories as a whole and this shows me the Amazon bestseller for each of these categories.
The first step is you plug in your niche idea for me, it’s going to be business and then I would find all of the top books on the search results that are already ranking and use these categories to start exploring the categories.
I’m not interested in the actual products, I’m only interested in the categories.
I’d open them all up in individual tabs so I can see the top books in each of these categories.
So what information can we get from this?
Let’s say I’m starting a small business.
This is the category page showing me all the bestsellers in starting a small business.
What I’m now interested in the category view is this number. This is something called the Amazon sales rank and Amazon sales rank of one is extremely good, an Amazon sales rank of 100,000 is not good.
It’s a ranking.
What we need is a rule of thumb, because how can I compare this starting a small business to home-based businesses, for example.
These sound like very similar categories, so we need a rule of thumb in order to gauge whether this is a worthwhile category or not.
This is very rough, very rough indeed.
But what I like to use is if in the top 10, you have lots of books that are under 1,000. It’s too competitive.
If it’s Steve jobs biography, Warren Buffett’s new book, they would be 200, 300 very high rankings.
The other thing I’m looking at is I want to make sure all of the books in the top 10 have an Amazon ranking of under 100,000. That means enough books are selling.
So for a category I’m looking for the top 10 books to all fall in between 1,000 and 100,000. If the numbers are less than 1,000 that means competition is too high. If the number is more than 100,000 it means that nobody is buying these books and the category has no market, so these are rules of thumb.
But it’s a good way to get started.
Kyle: I’d have to do this manually for each and every page I want to show you a tool called Kd spy, which basically at a click of a button will tell you whether this is a good category or not without you having to go through all of this analysis yourself.
It is a paid tool but it’s quite cheap.
I believe $47 for lifetime and it gives you a massive amount of data and what I’m interested in here is this traffic light system.
I click Kd spy and it has grabbed the details of all the books and it’s saying popularity is a good green light.
This category is very popular and the books have good sales, revenue potential is really good. However, competition’s a bit high, so that’s because these top 10, this one is below 1,000. It’s saying okay there is competition here I wouldn’t go near it. So this gives you a really nice traffic light system.
Harms: The purpose of this is to make your life simpler. That’s the key. There are two mechanisms. One is to make your life simpler in regards to speeding up the process for free, how do you work out which category to enter for free and then the next phase is I’ve got a budget to pay for a tool and I am happy to pay for that convenience.
Kyle: What we would be looking for is investigating all the different categories around our business idea looking for something that has three green lights, so Kd spy just makes it a lot easier and quicker because of this traffic light system.
If you’re doing it manually you are looking for things that are between 1,000 and a100,000 in Amazon sales ranks and even then it requires a bit of guesswork as it’s not running as much data as something like KD spy.
I’d recommend investing in Kd spy because if you can find the correct category for your book a lot of your work is going to be covered for you.
Harms: The final way to do this is to head over to fiverr and pay somebody else to do the research for you and there’s a lot of people who are there which can pull the category, niche category, data and information based on your initial idea.
Your initial idea comes from all the work we did and they will then work off the basis of that and then start to extract the data they may be using a tool like Kd spy or an alternative tool.
They may be doing it manually, but it doesn’t matter because what we are paying them for is the time it takes to research and then they’ll plug the information which allows you to say, okay, that’s the category I’m going to enter.
Just wrapping up the categories just remember your book can rank in multiple categories, and even ones you don’t choose.
When you go to upload your book you have to choose or select three different categories.
Your book can still rank in categories that you didn’t choose.
That’s all handled by the power of Amazon and the algorithm.
You may rank in categories that you didn’t choose but the starting point is selecting two to three categories based on the research that we’ve done to increase the chance of success.
Remember, we don’t want to be a big fish in a small pond or a small fish in a big pond.
We want to be somewhere in between, so that we’ve got a competitive chance and a chance of sales, generating traffic.
Kyle: There’s about 200,000 worth of sales in the UK only just in this category of psychologist biographies, so this is an example of a category that you wouldn’t choose, you wouldn’t think this is an obvious one for my book, but there’s a lot of business going through this category.
So with this information you could actually choose to place your book in this category because it is surprisingly a good market.
The category is the general bucket in which we fall, and Amazon will help get people into the right bucket, but it’s not going to necessarily hone them in on our book.
This is where the keywords come into play.
So when people go looking for a nonfiction book on Amazon what they’re actually doing?
Why do they need a non-fiction book?
Generally they’re looking to improve their life in some way, they’re looking to learn a skill, lose weight or that they want some positive change in their life.
They’re looking for a solution to their problems and remember business is all about solving problems, that’s how we create value and people pay us for that value which is fantastic.
This is what people are doing when they’re searching on Amazon.
They don’t necessarily know what the specific book they’re looking for is. They know what their problem is and what their interest is, Amazon is going to based on the categories and based on the keywords it’s going to suggest, these are the best books for what you are looking for right now.
This is for non-fiction, different for fiction, although even in that case, if I type in vampire romance that will be the keywords it’s going to point me in the direction of vampire romance books.
My problem is I need more vampire romance in my life.
How do I find that and Amazon is saying you should check out these books. That’s my problem.
Harms: Think about the Amazon search bar as if you would Google as if you would YouTube.
For example if I’ve got a problem I’d read a short article about it and go to Google if I’ve got a problem and I want to see a video instruction I’d go to YouTube now.
The same applies to the book format and that’s the best place to get the results in terms of the books also use the search bar as if you would as a customer using Google and YouTube as a search engine.
If you’re struggling on where to start you would type the word marketing or business marketing or growth hacking or common phrases that you may be aware of into that search bar, then Amazon will help you auto complete.
It starts to give you clues on what people are searching for, that’s the first big tip to get started with. But is there a simpler way to do this?
Category wrap up
Kyle: Now we already know our categories let’s say we’ve chosen three categories which either fall between certain Amazon sales rank and we manually checked them, or we found them using Kd spy, or we found them using some exterior Kindle research from fiverr.
What we want to do is look at what books are already selling really well in those three categories.
These are three categories we’re going to be competing in, so we should know what’s already ranking there, what’s already doing well in terms of keywords.
We’re going to look at the top 20 books or as many as you can possibly do, we’re going to look at them and analyse the keywords that those books are using already and this is based on the assumption that, okay, these books are doing well in this category.
One of the reasons why they’re visible in the category is because of their keywords.
Therefore, we will look at the keywords that these books are already using.
That’s the logic we use here so there are tools online, there is one called online/utility.org/textanaylser.
Or just Google word frequencies and you’ll be able to find tools that when you give it a block of text it’s able to pull out the most common words in a particular block of texts.
If we’re doing it manually we’re going to go through the top 10 books or the 20 books and copy and paste the title and subtitle for each and every one of them into a document.
I would go ahead copy and paste them all into a text analyser and that’s going to throw out the most common words.
The words that are being used most often in these particular book titles and again we’re using these because these books are ranking well in the category we are targeting, and these books use these keywords.
So we should borrow those keywords. This software utility allows you to find the most frequent phrases and frequent words.
All I’ve done is copy and pasted the titles and it has now pulled all of the phrases and all of the words.
We’re going to ignore words like to and but what we’re seeing here is in the home business category the most common words showing up in those top 20 books are Amazon, business, guide, beginners, marketing, money, book, grow, FBA which is fulfilled by Amazon products.
These are all the keywords that are working well because these are the top sellers.
I would pull out all of those words I’d write them down on a bit of paper or in a document.
These are the keywords I need to be aiming for. This also gives me the phrases. So top phrases containing two words, top one here which shows up six times in 20 books is how to.
The next one is guide to and then we have beginners guide, but what I’m most interested in here is how to and guide to. Based on this kind of information I’d be able to start to put together my own title like, how to do business on Amazon your beginner’s guide to marketing etcetera.
That would be a title based on key phrases and based on keywords that are already ranking really well in this particular category.
So again, we’re using the data in order to hack our way to the top.
Harms: Like with any frequency the more information you can put in the better.
Whatever words you can extract from that will help you form the title which almost gives you an umbrella as well, to start thinking about what you could be talking about also.
Kyle: What we’re doing is we’ve got the category we’re starting to analyse the keywords pull out the most frequent keywords in that category, we can then jumble those keywords together into what you’ve just set as a title and subtitle, and then guess what, that’s going to be the contents of our book.
We have gone from category to keywords, keywords to title and because we started with categories based on our expertise and knowledge we should be able to create a book about this title.
This whole framework has allowed us to narrow down from instead of 16,500 categories we have narrowed it down to three.
Then we’ve worked out the keywords that are already working in that category and then we start to jumble those keywords and key phrases together into something which could be our title for the book, it’s given us the skeleton.
The core of that title, which in turn is the contents of our book.
Instead of me manually copy and pasting each and every title and subtitle Kd spy can go in, grab the titles, subtitles and run that textual analysis for you and it does like a pretty word cloud with all the key phrases.
The more the key phrases used the bigger it will be.
And again, what you see, a lot are phrases like slight how-to and guide to.
Harms: We’ve gone through and we worked out that there’s two extremes that we can live in and they’re not ideal.
One is a place which has a low competition and there’s a small category that we are most likely to rank in but not make money in or get enough traffic.
The other one is a large category which could potentially bring lots of sales but we’re competing with some big players.
We want to find somewhere in between using a research method that research method is a two-stage approach.
Number one is to work out which category to live in and we want to get it down to two to three categories so when we publish our book, we know what category we want to feature in and number two we’re not guessing once all the work is done.
Then we work through the second process which is now identifying keywords that will rank quite well within that particular category.
We know what the category is, which means the book is going to be uploaded into there, we include the keywords in one our title, number two our subtitle and number three in the description of the book.
Which I love because it takes the guesswork out of this, it means we’ve done some homework. It means we have weighted the chance of success because we’re now playing in the middle ground between both of these ponds, that’s where we want to be focusing and ultimately what this does is it tells us what the content of our book will be. It tells us what we should be talking about within our book.
Remember we should already be an expert in this area, we didn’t neglect that and we should be talking to a marketplace that exists, but it’s not just too large or general that we won’t compete in it we’re finding the middle ground here.
Remember the concern of not having an idea for the book has been eliminated.
We know what Amazon readers want and that’s a great starting point and that’s the key here.
Kyle: By using those categories and key phrases on the categories and turning those key phrases into some kind of title or subtitle you are already very close to being able to flesh out what that actual book is about.
But we have the spine, we have the core of what will be a successful book.
Harms: The to do is to work through those three exercises.
Remember we started with getting down on paper and answering those expert questions.
Then go and do the category research whether it’s manual or via the paid tool, then go ahead and do the keywords research whether it’s manual or via the paid tool.
What you have learned so far:
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