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If you just think only in "keywords" mode, you may miss this.
Performing a comprehensive search within Wordtracker by typing in word "baby," Wordtracker returns interesting results. Do you know what I learned? The target audience for baby strollers is NOT people who have babies! You heard correct. The "true audience" for those buying strollers and baby cribs ARE NOT "folks who have NEWBORN BABIES!" Here is catch....if you are targeting folks with newborns, to sell them a stroller....you're too late! The true audience are people who are "soon to become parents."
Once Mom and Dad know a new family member is on way, they start buying BEFORE baby arrives. Better yet...often it's not even parents who are buying...it's grandparents. Perhaps you have pages scoring tremendously well for things like babies, strollers, cribs and baby furniture...... but now your client wants even more.
Here's an example strategy:
One behavior of true target audience which I discovered by using Wordtracker was as follows. As I entered term "baby" into "comprehensive search," first thing I noticed was top phrase "baby names" which had been requested on major search engines over 34,350 times in last 60 days. It became very obvious when I noticed incredibly high demands on major search engines for phrase "baby names," or how about "meanings of baby names."
This was indeed like a light coming on! I thought, imagine this, "soon to be parents" are researching their unborn child's name by using Internet. What better time to connect with folks than before baby is born.
Finally, build a strategy based on identified behavior
Suppose we were to build a little library of themed pages right into your client's site to attract TARGET audience. They are searching for baby names so it is essential that this is what you MUST give them. Give them lists of baby names to choose from, right? Don't ever trick your audience or they will simply never buy. Give them exactly what they are looking right up front. In this example, you could create pages that offer baby names and meanings of baby names AND subtly offer a few product listings or links to your client's store front. It is essential that you always provide content related to their search first, and then you might offer some links to other appropriate products within your client's site.
Test these unique ways for using Wordtracker yourself, and learn how effective they can be.
John Alexander is the Co-Director of Training of Search Engine Workshops with Robin Nobles. Together, they teach 2-day beginner, 3-day advanced, and 5-day all-inclusive "hands on" search engine marketing workshops in locations across the globe. John also teaches online search engine marketing courses through http://www.onlinewebtraining.com, and he’s a member of Wordtracker’s official question support team.