An Ingenious Way to Use Wordtracker . . . that's actually easier too! (Part 1)

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An Ingenious Way to Use Wordtracker.
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that's actually easiertoo!By Robin NoblesIf you're in the search engine industry, or if you're a Webdesigner or Webmaster, it's an almost sure thing that you'v... An Ingenious Way to Use Wordtracker.
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that's actually easiertoo!By Robin NoblesIf you're in the search engine industry, or if you're a Webdesigner or Webmaster, it's an almost sure thing that you'veheard of, and probably used, Wordtracker(http://www.wordtracker.com).But, for those who may not know about Wordtracker, let's back upfor a minute.What exactly is Wordtracker, and why is it so important?Most search engine optimizers would agree that one of the mostimportant things you can do for your Web site is to target theright keywords. If you target the wrong keywords, you may getscores of traffic but no conversions to sales, or no trafficwhatsoever.
Either is disastrous for an online business.Before Wordtracker, it was up to the search engine marketer, orthe client, to choose the right keywords for the site. We alsohad GoTo's Search Term Suggestion Tool, which was one of our onlysources for keyword help at that time.Then Wordtracker (http://www.wordtracker.com) entered thepicture.
With Wordtracker, you can plug in some keywords, and theWeb-based service will give you ideas for additional keywordsthat might work for your business. Not only that, but the servicewill also tell you how competitive those keywords are (how manyother Web pages have been optimized with those keywords in mind)and how many people have actually searched for those keywords inthe past 24 hours at each of the major engines.Ideally, your goal is to choose a keyword phrase that doesn'thave a huge amount of competition but that (hopefully) a largenumber of people are searching for.
This is where the KEI comesin. KEI, which stands for Keyword Effectiveness Index, refers tothe number of times a keyword has appeared in Wordtracker's datacompared with the number of competing Web pages, which points towhich keywords would be most effective for your search enginemarketing campaign.
In other words, the higher the KEI, the more popular your keywordphrases are, and the less competition they have. According toWordtracker, a "good" keyword to target is one that has a KEI ofaround 100, but an "excellent" keyword to target has a KEI ofover 400.
Okay, enough of the background into Wordtracker. Most of youprobably already know all of that.
In fact, your path throughWordtracker most likely looks very similar to mine.The "old" way to use WordtrackerIn the past, I have always started at Keyword Universe, or maybeat Keyword Projects. From there, I work my way through thesystem.
Does it work? Yes, very effectively. Is it timeconsuming? Yep.But, let's look at an easier, and even more effective, way to useWordtracker.
And with this alternate way, you're actuallyconsidering keyword phrases based on your target audience.Introducing John AlexanderTo write this article, I interviewed John Alexander, an authorityof Wordtracker who has spent countless hours working through eachof the features and developing his own unique strategy. As means of introduction, John is a professional search engineoptimizer with Beyond-SEO (http://www.beyond-seo.com) and atrainer of onsite search engine marketing workshops throughSearch Engine Workshops (http://www.searchengineworkshops.com).Besides using Wordtracker to find keywords, John actually usesthe service to target an audience's surfing behavior.
Once hedetermines the surfing behavior, he can use that knowledge totarget those who are most likely to purchase his clients'products or services.Unlike most of us, John doesn't get "stuck" in Keyword Universeto where the system does all the thinking for him. Instead, hebegins at Comprehensive Search (found under the Multiple Searchheading).He explains, "Where you'll find most of your 'revelations' or'insights' is in the Comprehensive Search feature of Wordtracker.Try entering one part of a search phrase and lettingComprehensive Search figure out the best 'full use' of thephrase."Let's look at an exampleJohn has a client who sells baby furniture and products online,so he needed to find the target audience for baby furniture.Putting his creative mind at work, he started thinking about whowould want to buy baby beds and strollers.
Not people withnewborns - after all, they already own all of the furniture theyneed. The true audience for his client is soon to become parents,grandparents, etc.His next step was to use Comprehensive Search to try to determinewhat his target audience is looking for.
John typed in "baby,"and he found some very interesting results. People searching for the word "baby" were searching for keywordphrases like "baby names," "Baby Names," "Baby Boy Names," and soforth.Bingo! He had the angle he needed to get traffic to the site.Rather than concentrating on the actual product he was trying tosell, he thought of a way to pull in traffic through a differentwindow.
After all, what will his target audience be looking foron the Internet? Ideas for names for their new babies!John adds, "Keep in mind that this angle is also based on thefact that babies are always on the way, around the world, dayafter day, which creates an extremely unique market for certainproducts. Understand the advantages of identifying people'sbehavior, and you'll never look at keyword research quite thesame."After he has captured the visitors at his site, he can easilyslide in the fact that the site is also selling baby products andfurniture.
He's gotten them to the site, which is step #1; theyare his target audience, which is step #2; and with compellingcontent, he can increase the site's conversion rate to go alongwith the increase in traffic.How did John proceed? He created a page that focused on themeanings of baby names.Keep in mind that the page he created has value and uniquecontent. He didn't just toss together a page, simply for the sakeof getting a top ranking.
Instead, he worked hard to find linksall over the Web to sites that offer the meaning of baby names.His page offers tremendous value to the search engine and usersas a one-stop resource for finding links to the meanings of babynames. Then, in strategically placed spots on the page, he subtlyadded pictures of his client's products with links to relatedpages.John explains, "Don't ever trick your audience or they willsimply never buy.
Give them exactly what they are looking forright up front. In this example, I created a page that offersbaby names and the meanings of baby names, and I subtly offered afew product listings or links to my client's storefront.
It isessential that you always provide content related to their searchfirst, and then offer links to appropriate products within yourclient's site."The bottom line?How did John's strategy work out for his client? The baby namespage alone pulls in an additional 500 unique visitors ofextremely targeted traffic each month. John adds, "I cannot give you the percentage in terms of theexact increase in sales, but I can tell you that the client hasbeen very pleased with the results."Remember that this is just one page that John added to the site.
He explains, "Had I really wanted to pull out all the stops, Icould have created several entry pages around this one theme. Forexample, targeting keyword phrases such as: 'most popular babynames,' etc.
You could also build the content right into the siteand extend it through all of the races: * Spanish baby names * Italian baby names * Jewish baby name * French baby names"(See Part 2) Article Tags: Search Engine, Those Keywords, Comprehensive Search, Target Audience, Baby Names Source: Free Articles from ArticlesFactory.com .