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John gave another example
He says, "If you're selling 'digital cameras,' don't optimize for 'digital cameras.' Did you know that everyone is searching for 'Digital Cameras Review'? Build a page offering reviews of digital cameras, which has a KEI that just blew me away."
Another effective strategy: Top Reports
Besides Comprehensive Search, John also likes to look at top reports for high performance keywords or topics that are related to his client.
John explains, "I'll review Long Term Reports, which are top 1000 keywords over past 24 hours. Then, I cut and paste any topics related to my client into Comprehensive Search to get streams of currently 'hot topics.' I define a hot topic as a popular topic in high demand, which may also have lists of related keywords phrases also in high demand."
What happens if you can't find a hot topic that relates to your site in top 1000?
John answers, "Many people do not know that Wordtracker offers extensive top word reports beyond database. All you have to do is ask, and they'll sell you:
* The Top 20,000 words $99
* The Top 100,000 words $500
* The Top 500,000 words $2000"
* When John goes to Comprehensive Search, he doesn't put in a huge list of keyword phrases. He types in one single word, then lets Comprehensive Search do rest. This allows him to come up with ideas and angles that he would have never considered before.
* Like John, spend a lot of time thinking of your target audience. Who are you trying to sell products or services to? There may be several target audiences, as in case of our aromatherapy example. If so, go after keyword choices to target each of those audiences.
* Don't be afraid to let your creativity take hold. If your first few choices don't work, continue trying. Using Comprehensive Search, it doesn't take long to go back through system with a different keyword idea. Keep going back until you find a possibility that might work for your site or site of a client.
* Be sure to give surfer what they're looking for when they choose your site from search results. If you promised them "techniques of massage," then be sure to give them good, solid content in that area, including related links. Weave your products and services throughout page as you can. But, don't ever try to trick a surfer.
* If you get stuck and just can't find a keyword phrase with a high KEI and a low level of competition that will work for you, take a slightly different approach. Instead of trying to bring in a large amount of traffic through one single window, try creating several windows and bring in a little traffic through each one. Though more time consuming, this strategy can be equally effective in long run.
* If you aren't already a member of Wordtracker (http://www.wordtracker.com), sign up for free trial and test system out for yourself. Pricing is very reasonable, depending on your needs. For example, you can use service for a week for $19.94, and many other plans are available.
The bottom line is this: if you are serious about your Web site, you've got to be serious about keyword choice. If you're serious about keyword choice, Wordtracker is a "must have" service for you.
Copyright 2002 Robin Nobles. All rights reserved.
Robin Nobles is the Director of Training of the Academy of Web Specialists (http://www.academywebspecialists.com), where she has trained several thousand people in her online courses in search engine marketing strategies (http://www.onlinewebtraining.com). She also teaches 3-day "hands on" search engine marketing workshops in locations across the globe with Search Engine Workshops (http://www.searchengineworkshops.com).